This case study discusses the challenges faced during the integration of the Wusool discount into Careem, a ride-hailing app in the Kingdom of Saudi Arabia. Despite offering an 80% discount for eligible users, the adoption rate was surprisingly low. Research revealed that the main obstacle was the preference for cash payments among drivers, which clashed with the government's bank transfer requirement for the discount. The case study highlights the importance of understanding cultural context and overcoming preconceptions to create effective digital product solutions.

Wusool is an initiative by the Human Resources Development Fund of KSA, aiming to reduce transportation costs for female workers and males with disabilities in the private sector. Careem, a prominent ride-hailing app, partnered with Wusool to offer an 80% discount on work commutes to eligible users. The challenge was to seamlessly integrate the discount feature into the app without disrupting existing user flows.

The Wusool discount offered a significant benefit to female workers in KSA, covering 80% of their work commute costs. With a monthly budget of over $200 for commutes, this program presented a valuable opportunity to enhance stability in the labor market. However, despite the enticing offer, the adoption rate remained frustratingly low. Understanding and addressing the underlying problem would not only improve user experience but also positively impact Careem's reputation and financial performance.

The design process began with a minimum viable product (MVP) approach. A simple widget was introduced on the main page of the app to create awareness and allow users to track their Wusool discount usage. A two-click process was designed to make it easy for eligible users to avail the discount. Initial testing and desk research appeared promising, but the actual adoption rate fell far below expectations.

Upon discovering the alarmingly low adoption rate, further research was undertaken to uncover the reasons behind this discrepancy. Customer service interactions revealed that drivers frequently canceled Wusool rides, causing frustration among eligible users. At first, assumptions and preconceptions led to the belief that drivers were prejudiced against female riders. However, the reality turned out to be different.

In-depth data analysis and a conversation with a driver from KSA unveiled a cultural factor that was influencing driver behavior. Most drivers in KSA have regular jobs and drive for Careem on the side to earn extra pocket money. They preferred cash payments, but Wusool's government subsidy required bank transfers, leading to delayed payments. As a result, drivers were more inclined to pick up riders who paid in cash, causing the low acceptance of Wusool discount rides.

This case study serves as a vital reminder that even experienced designers can make mistakes and harbor preconceptions. The key takeaway is the necessity of conducting thorough research and testing assumptions before drawing conclusions. By understanding the cultural context, it was possible to identify the true challenge and address it effectively. Implementing additional incentives for drivers and prioritizing those open to bank transfers led to a gradual improvement in the adoption rate.

In conclusion, this project showcases the significance of empathy, cultural awareness, and adaptability in the field of digital product design. It underscores the importance of continually questioning assumptions and embracing a user-centered approach to create successful and inclusive solutions for diverse audiences.