Researches On The Task Incentive System For Designated Drivers From A Full-link Perspective

With the rapid development of the internet industry,the focus of internet products is shifting from acquiring new users to maintaining the stickiness and activity of existing users.Internet-based ride-hailing products are a typical example.Due to the complexity of driver tasks,large spatiotemporal spans,and intricate task rules,existing incentive systems for tasks can easily lead to breakpoints in the user experience,thereby reducing the organization’s vitality.Therefore,it is worthwhile to study how to design better task incentive systems for ride-hailing drivers.To address the above issues,this study takes the task incentive system for ride-hailing drivers as the research object and introduces a full-link design process and method.The process deconstructs and analyzes the task process of ride-hailing drivers into full-link touchpoints and integrates incentive theory to further design the task incentive system,thereby improving the incentive effect.Specifically,we use the user lifecycle theory to divide ride-hailing drivers into four categories: novice,growth,mature,and decline,and conduct semi-structured interviews to identify user lifecycle characteristics.We then construct a full-link user experience map for each category of users based on the experience path of task reach-understand-do-result.Next,we use the grounded theory to extract task incentive factors for ride-hailing drivers throughout the full-link process,including five primary indicators and 15 secondary indicators.We use the gray correlation analysis method to assign weights to the indicators,calculate the incentive impact importance of the four lifecycle users at different user experience touchpoints,and then construct a hierarchical model for ride-hailing driver task incentives.Finally,we propose a full-link user stickiness enhancement strategy based on this model,combining incentive theory,and design and practice this strategy using the ride-hailing driver task center as an example.We validated the full-link ride-hailing driver task incentive strategy proposed in this article using the ride-hailing driver task center of Didi.The redesigned incentive strategy,which covers the four lifecycle stages of ride-hailing drivers,was verified by usability testing and user interviews and proved to be effective in improving incentives.Moreover,since ride-hailing is a typical O2 O scenario,this method can also be applied to other O2 O internet products,such as take-out and home cleaning services.