ANQOT is an app that helps angkot drivers in getting passengers without having to ‘ngetem’ (which means, stop to get passengers), so it also makes it easier for passengers to ride angkot more safely. This app also allows the existence of special angkot stops so that the driver does not feel carelessly to ngetem.
Community life is influenced by transportation. With the existence of transportation, all day-to-day community life can run well. As a means of transportation, public transportation (in Bahasa called angkot) is expected to be an effective mass transportation mode to reduce disruptions traffic. Unfortunately, nowdays angkot is less attractive because people prefer to use personal vehicles such as motorbikes and cars.
Personal vehicles offer convenience and flexibility, and are currently positioned as a symbol of prosperity but also threaten the existence of angkot. Based on data from the Mabes Polri, the number of personal vehicles registered as of January 1, 2018 reaches more than 111 million. Motorbikes have the largest contribution of 82%, followed by Personal Cars. The remaining contributions are from Bus Cars, Freight Cars and Special Vehicles.
In addition to personal vehicles, the presence of app-based transportation (online) is increasingly dimming the existence of angkot.
In 2015, data from the Ministry of Transportation showed that the number of angkot in Jabodetabek reached 24 thousand units. Depok City with 4.2 thousand units and Bekasi with 4 thousand units. For the DKI Jakarta area, it reaches 2.9 thousand units. While the City and Regency of Bogor each reached 3.4 thousand and 1.9 thousand units.
Even so, angkot is still chosen by the community even though it is not as rich as before until now. Some of the problems faced were the lack of angkot passengers, while the driver had to pursue a deposit that had been set by the angkot owner. Not to mention other costs such as gasoline costs, driver’s meals and vehicle maintenance.
Some strategies carried out by angkot drivers to maximize their income include starting early and stopping at the side of the road waiting for passengers or the term is usually called ‘ngetem’. This angkot habit is detrimental to the passengers and other vehicles in the vicinity.
Based on the results of an online questionnaire distributed by us which was filled by more than 160 respondents, 90.7% of respondents, namely angkot passengers, had experienced arbitrary ngetem and 80% of respondents felt uncomfortable with the angkot habit. Angkot which is ngetem in any place causes saturation of passengers who wait too long, delay in arriving at their destination, buskers enter, and become one of the causes of traffic distruption. The Regional Government (Pemda) is expected to be able to cooperate with angkot owners and the community to bring out innovations for the survival of angkot and regulate the transportation of their regions.
Objectives and Results of ANQOT
Based on the context described above, we created an app called ANQOT that can be used by a passenger and angkot driver. The advantage for angkot drivers is that there is no need to stop or take too long on the side of the road to wait for passengers who do not necessarily exist or not. In this way the driver can save time and optimize money per day. This application also makes it possible to have a special stops for angkot. While on the passenger side, one of the benefits is that it can minimize the time needed by passengers to wait for angkot and increase of comfortable.
PHASE 1: STRATEGIZE
Defining the problem
Talking about densely populated cities, of course it cannot be separated from congestion problems, for example in the capital city of Jakarta. According to BPS data in 2018 (Source: Detik.com), there are 18 million motorized vehicles circulating on the streets of Jakarta. The Jakarta city government also hopes that there will be a massive policy to move people to angkot. Unfortunately, the quality of angkot service at this time is not close to the word ‘comfortable’.
As people who live in urban areas, we also feel that angkot still has many problems. One of the problems that must be resolved immediately is the habit of angkot that is ngetem in any place. These habits are considered to be one of the causes of traffic congestion and disrupt passenger comfort. But in the perspective of the angkot driver, the habit must be done because of the demands of the chase deposit. Then, we wondered:
“How do we help angkot drivers to get passengers without having to ngetem carelessly?”
Therefore, the idea of making this ANQOT app was born.
Understand the market and opportunities for success
The problem solving process is based on the principle of User Centered Design in the hope of providing a good of User Experience (UX). The principle of approach to UX enables the manufacture of products by paying attention to the business, user, and technological constraints. This method makes technology solutions that produce the greatest value for users and therefore can maximize the Return of Investment (ROI) for the intended business side.
- Is this a common problem among target users? (“Is this a real problem” or “Does it have a market?).
- If so, what are the chances of success of this application? (or “What is the market demand and what size is it?”).
- Are there similar products out there and where are their current positions? (or “What is the landscape of competition on the market?”).
- What core values can this product provide to users and who is the target user? (or “What is the proportion of the value and target market for this product?”).
- How to measure success? (or “What is business metrics and data infrastructure”).
- What should be the key feature of Minimal Viable Product (MVP)?
To answer the questions above, we do several things, namely:
- Surveys, to understand market demand, identify and target users, and identify problems.
- Conduct one on one interview to get further insights about the needs, desires, and problems of the user’s target.
ANQOT is planned to be a mobile app that can be downloaded for free by users. Unlike other transportation booking app, ANQOT presence is focused on increasing the value of existing vehicles which in this case are angkot. In accordance with our mission to reduce congestion and public uncomfort while using angkot, ANQOT must be part of the user’s daily life.
During the initial launch period, ANQOT main focus was to gain user trust and satisfaction while using the application. Key Performance Indicators (KPI) that measure the success of this stage include:
- Number of application downloads.
- Number of active users.
- Time used (per user).
- Churn and retention rate.
After penetration is sufficient, we will proceed to the next steps such as advertising, collaboration with the local government or related parties, and so on.
The strategies and sources of income that have been described above are only limited to the initial description and still need some additions that will be discussed in the future.
PHASE 2: EMPATHIZE
We conducted a survey with Google Form on August 2–11 with 162 responses. The scope of the survey about angkot and also the ngetem habits. Our goal is to find out the purpose, motivation, needs, and frustration of angkot passengers.
We collect useful information such as the reason for choosing angkot, how important the problem of ngetem should be solved and what the reasons are, what solutions they want, and whether they need an app to solve this problem.
After conducting an online survey to identify angkot passengers, we also conducted user interviews with 3 angkot drivers around Ramayana Ciputat, Tangerang Selatan.
- How long have you worked as an angkot driver?
- Have you ever had trouble finding passengers?
- Do you often to ngetem?
- How much time do you spend about that?
- Can your passengers reach the maximum amount by ngetem?
- Do you think that the current public transport system is effective?
- Do you agree with the existence of a mobile application-based system to make it easier for angkot drivers to find passengers?
Information obtained from surveys and interviews gives us an overview of the target users in the form of persona. This is to know that the ANQOT application (product) can be in accordance with the background, attitude, goals, motivation, and frustration of the user. We have 2 target users, namely passengers and angkot drivers.
First, lets to meet Siti, the angkot passenger!
The main problem of us is a sense of trust. Users which is angkot drivers and passengers, must trust each other that their needs and desires can be met by ANQOT. To realize this is certainly not easy.
In this case, on the one hand, the results of surveys and interviews indicate that the user has the same meeting point. Referring to the persona that has been made, if the first experience provided when using the ANQOT application can be well received by users, a sense of trust both fellow users and developers can be established
This key problem identification makes us choose an approach to user-centered design in the development of ANQOT to provide a good user experience. This approach focuses us on users. With this method, we can design a product (ANQOT) according to the needs, desires, habits and capabilities of users.
In the end, mutual trust can be shared. On the business side, this will have a positive impact on key business metrics; especially KPI in revenue growth, such as user involvement, adoption rate, user retention rates, etc.
PHASE 3: IDEATION
Main design features
Based on our learning from the steps above, we brainstormed to determine what features will be in the ANQOT application as a solution to the problem, and the results are as follows:
- Verify user identity and user detail pages.
- The choice determines the destination path in accordance with the angkot majors in the user’s city.
- See special stops of angkot along the destination.
- Look the position of angkot and passengers in the range radius.
- Give ratings and reviews to angkot drivers that can be read by drivers, angkot owners, and local governments.