About- Project "Driver Bandhu"
This project was undertaken as a collaboration between Bhuvan Care Services Pvt. Ltd., a social innovation venture based in Ahmedabad and the National Institute of Design Gandhinagar, and was delivered within a period of 8 weeks between Mar – Apr 2019.
‘Driver Bandhu (Driver's companion) was envisioned as a socio-economic platform by Bhuvan Care Services to address problems faced by drivers by combining a mix of services like legal, financial, social assistance and data management. The engagement required extensive field research to identify the key influencer elements at the systemic level, which would, in turn, drive the strategy and design of the services needed to address the problems faced by the driver community.
Studying India's Logistics Landscape
Stakeholder mapping workshop
Post the secondary research phase, a series of workshops were conducted involving the client team to gain an initial understanding of the systemic landscape, how the various stakeholders in the system influenced and interacted with each other and to create a hypothetical user journey (for truck drivers) based on the collective understanding, to be validated during primary research.
The workshop enabled us to create a first-level systems map of the ecosystem with the relationships, interactions, influencers and leverage points between the various entities and stakeholders, informing the research hypotheses.
Designing the research phase
Informed by the learnings from the workshop with the client team and the systems maps that were created, the hypotheses and intent for the research phase were formulated
"To get a holistic picture of the truck logistics industry from the perspective of key user groups - truck drivers, transport companies, and advocates and identify the complexity of interactions, existing challenges, and potential opportunities between them."
Field research activities were planned to be covered over a period of two weeks, involving the following stakeholders:
Extensive field research was conducted over a period of two weeks across the state of Gujarat (the pilot market for the service) covering the port cities of Kandla and Mundra as well as logistics hubs in Ahmedabad and Gandhinagar.
During the field research, we interacted with over 50 truck drivers from various parts of the country, age groups, driving trucks of different capacities over a wide variety of routes and distances. Short ethnographic studies were conducted to understand the life of the different types of truck drivers on the road, giving us a never-seen-before picture of the problems and exploitations faced daily, expectations from the stakeholders, personal aspirations and views on the future of the industry.
We also conducted detailed interviews with other stakeholders in the system including highway dhabha owners, transporters and logistics company owners of different scales, advocates at lower and high court dealing with motor vehicle related claims, representatives from insurance companies, directors of central logistics companies and officials from the police department.
Designing the service ecosystem
Following the field research phase, the service ecosystem was designed, covering strategic directions for designing the digital touch points and the future roadmap for scaling the service beyond the pilot launch.
The service ecosystem design was anchored around the key insights found during the field research which led us to identify the Unique Core Needs of all the three primary stakeholder (drivers, transporters and advocates) and subsequently ideate on the possible Unique Core Competencies that were needed to developed to these core needs.
Identifying these (UCN, UCC) helped form the core value proposition of the service ecosystem.
Solution Generation Process
Honoring the Non-disclosure agreement with the client organization, specific details on the solution designed cannot be described here.
The final deliverables of the project included:
During the initial discussions with the client team, it seemed like that they were certain about going ahead with a digital solution to solve the apparent problem of delivering social security services to the truck driver community and hence, the idea of a single app to solve the problem was strongly voiced. However, after mapping the system out and interviewing all the stakeholders, it became evident that the problem could not be looked at in isolation, but the concerns of the primary stakeholders would have to be addressed as well.
The system's mapping helped us get to the intersection points where the different elements interact, to identify the leverage points for designing interventions that were mutually beneficial to all the stakeholders to create a sustainable ecosystem of growth, wellbeing, and welfare. A number of aspects regarding the social behavior and methods to make the tech-adoption easier for the primary stakeholders had to be considered while designing the service ecosystem.
Project Guide: S Guruprasad
Team Members: Anuraag Paul, Paritosh Chowdhary,
Saurabh Singh, Vijay Krishnan