03/04
En Voiture Simone -
Improve NPS by investigating key user needs
Product Design
B2B2C
2024
Context
En Voiture Simone is a platform that enables its users to take driving lessons via a free application, learn to drive with independent instructors, and to be accompanied to the driving test.One of my first assignments with En Voiture Simone was to carry out user research to identify potential levers for improving conversion, in particular the purchase of the driving license pack.
We could resume the mission as : How can we ensure that students recommend En Voiture Simone to their friends and family?
To monitor our success, we decided to track the following KPIs :
NPS
Instructor ratings
Research
We first sought to understand how future students choose their method of enrolling in driving lessons, and what obstacles they might encounter. To this end, we conducted five interviews with young people aged between 17 and 27, including students, high-school pupils and job-seekers, living in large, medium-sized and small metropolitan areas. The participants did not yet have their driving licence, but wanted to obtain it quickly. Among them, one had already taken driving lessons, while another had just obtained her license.Several interesting topics emerged from these discussions:
- Importance of recommendations: A majority of users attach great importance to the experiences of those around them when choosing a driving school.
- Opacity of driving schools: Participants often stressed the lack of transparency of driving schools (adding hours, dubious practices, credit management), regretting their choice once their experience was over.
- Lack of pedagogical follow-up: Interviewees complained about the lack of pedagogical follow-up in their past experiences.
However, one subject in particular caught our attention, being mentioned several times: problems and fears linked to instructors.
Participants mentioned negative feedback (unpleasant, stressful, uneducated, even incorrect instructors) and would like to avoid such situations. Some have already had disappointing experiences with instructors, and would like to avoid a repeat. They would like to be able to choose their own instructor when they sign up. In addition, interviewees were uncomfortable with the idea of requesting a change of instructor if their experience proved negative.
We then assessed the user experience on the En Voiture Simone website, focusing on understanding the offer, identifying user queries about the permit pack offer, and potential disincentives to subscription. We identified a number of pain points concerning the personalization of formulas, confirmation of registration details and reassurance about the location and instructor chosen.
Based on the results of our interviews and user tests, it's clear that reassurance about the driving lesson experience is essential to improve conversion.
Design process
Ideation exercises with the various teams involved led us to converge on an obvious solution: allow future students to choose their instructor, and communicate this possibility right from the first points of contact.As users rely on word-of-mouth to select their driving school, the quality of the experience becomes crucial to the company's success. Improving this experience by enabling students to better “match” with their instructor, and thus avoid potential disappointments, becomes the main objective of the project.
To achieve this, we are rethinking the lesson booking system, integrating the following elements:
- An interactive map for selecting meeting points
- Instructor details, including brief description, rating, user reviews and available vehicles
- Instructor’s availability
- A lesson confirmation page
The aim of this approach is to provide an optimized user experience, promoting a better choice of instructor and, consequently, greater student satisfaction.
To achieve this, we plan to integrate a “favorite instructor” system, easily accessible via a shortcut on the application's driving page. This feature will enable students to quickly find their favorite instructors and plan their lessons with ease.
Results & impact
The months following the release will see an increase in NPS, from 29 in June 2024 to a record 49 in November! But even if we imagine this to have had a net impact, other projects may also have contributed.On the other hand, since the month of release (July 2024), there has been a sharp rise in the score awarded for each driving lesson. This suggests a clear improvement in student satisfaction, perhaps linked to a better instructor/student “match”.