Found in Translation was in collaboration with Rapido, a ride-hailing digital platform that provides bike taxi and auto rickshaw services. Within Rapido's ecosystem, two mobile applications hold prominence: the Rapido app, serving customers, and the Rapido Captain app, tailored for drivers. By deeply understanding bike taxi captains' preferences and challenges, this study aspires to empower them to navigate and comprehend the digital world independently, eliminating the need for external assistance. The project helps "translate" the language of the digital world into a more relatable and comprehensive format for Novice Internet Users and low literacy users, hence the name Found in Translation. It is a play on the idiom “Lost in translation”, which is essentially used to describe a situation where a message is misunderstood, or its meaning has been distorted during the translation process. The digital world was introduced to these users without a manual; their initial encounter with digital media occurred through smartphones rather than desktop computers. Hence, gradually introducing these users to digital platforms necessitates a significant amount of translation.
The heart of this project lies in enhancing the in-app earning experience for bike taxi drivers, particularly focusing on the needs of Novice Internet Users (NIU) and those with low literacy levels.
Numerous driver-reported issues prompted this study, with 17.5% related to earning experiences. Quantitative and qualitative research pinpointed transparency and communication as critical concerns. The user experience underwent a design-driven overhaul, resulting in a revamped interface, localised content, and accessible information.
Interactive prototypes were tested, and final designs underwent successful experimentation in select Tier 2 and Tier 3 cities, reducing earnings-related call percentages from 17.5% to 7.3% between January and March 2023. Project goals were met, validating the designs for nationwide implementation.
