A new way to pay Business journeys.
Service
Mobility
Role
Digital Design
Platform
Desktop
Year
2019
Cabify for Business
Cabify for Business is the platform for managing travel and shipping in companies of any size. It can keep track of the expenses of corporate rides through usage statistics, a unified monthly report of invoices, and a safe way to take care of employees and clients.
Cabify for Business is the corporate vertical of Cabify, a multi-mobility company for people and objects, which offers multiple safe and quality alternatives to the private car. Its main objective is to make cities a better place to live. Cabify is the first unicorn in Spain, is headquartered in Madrid, and operates in more than 40 cities in Spain and Latin America.
The challenge
Small and medium-sized businesses had a big problem setting up their employees' Cabify accounts, specifically with the payment system. The goal was to redefine the way companies paid for their corporate rides by reducing friction in setting up the accounts and giving more control to account managers, thus increasing the percentage of users ready to ride with Cabify.
Corporate journeys with Cabify.
In almost every multiple users B2B product there is a problem of activation of each of the potential users. If you take the pull/push mental model, for example, you will see that there are quite a few things that are impeding the users to make a change.
In the case of MaaS solutions this can be due to various reasons:
- Inertia to switch to a new provider.
- Not enough incentives.
- Or maybe an on-boarding and guides that could help users understand how to set up their accounts and use the app.
What we have noticed in Cabify is that a huge amount of B2B users -registered employees- are not active at all (no Drop-offs) and that also their accounts are inactive and/or not properly set up. They do not have their Payment Method setup which means that even if they had decided to travel they would have to go through that step of the funnel. Of course, activating them has definitely become of paramount importance for Cabify.
In order for an employee to make their first Drop off they have to:
- Be invited by the account creator.
- Understand what Cabify is.
- Choose their password/set up the profile.
- Choose / Add a Payment Method.
- Request a Cabify.
In all of these 5 simplified steps of the funnel, we could and should obviously have an impact, but by looking at the data, one problem was simply sticking out: we had a huge number of registered B2B users who could not travel at the moment due to the lack of a Payment method (step 4).
Analyzing the situation.
On April 22nd, 2019, we had 69,183 registered users who could not order a Cabify since they did not have a Payment Method setup correctly.
20,285 out of these 69,183 had the access to a shared Payment method, but they did not explicitly choose it so they could not travel.
Obviously, acquisition and activation are the most basic parts of growth in any business and Cabify is no exception there. A huge opportunity that we identified was to continue working on the Acquisition part and to start fixing the activation part of the funnel. Some of the KPIs that the Business product team defined as something where we could really make an impact was to increase the % of users who are ready to ride and to increase the % of active users per account.
The new Payment method system.
To solve this historical problem at Cabify, we decided to offer all clients the opportunity to choose how to pay for their employees' journeys:
One main payment method for the entire company: adding as the primary payment method directly puts all employees into a ready-to-travel state.
Individual payment methods: giving independence to those employees who do not need this shared payment.
Signup process.
Account managers add a payment method in the corporate account registration process.
Activation process.
Encourage account managers to successfully register/invite needed employees.
Account managers.
They receive alerts to complete setting up employee accounts. This way, they will be more aware of everything related to the payment system.
The results after the launch.
Since the new Payment method system was set up at the end of October 2019, the results past 3 months were:
Master pay: We had 138 clients with 532 users registered out of which 340 users have made a drop-off. The ratio of users with a drop-off is 61%.
Personal pay: We had 50 clients with 169 users registered out of which 64 users have made a drop-off. The ratio of users with a drop-off is 45%.
In those 3 months, we saw how companies preferred to use the master method as the default method, which is a great thing in itself since all their currently registered and future users are automatically ready to ride. What is more important is the fact that in accounts that chose the Master Pay more employees to use Cabify than other competing alternatives.
Team
Thanks to all the team that made this project possible.
| Name | Role |
|---|---|
 | Software Engineering |
 | Software Engineering |
 | Software Engineering |
 | Software Engineering |
 | Software Engineering |
 | Product Management |
 | Digital Product Design |
 | Digital Product Design |
