Giving hosts guidance through one on one human coaching (WIP)

Product design > Turo case studies > Quality : Host listing coaching

Synopsis

In 2021 my team focused on improving new host fulfillment rate, which was a leading indicator of host success on the platform. This was a marketing-led initiative to require hosts to interface with a Turo listing coach before their car can go live in search.

Details

Team: Host Activation and Quality

Platforms: IOS/ Android/Web

Role: Lead product designer (Design lead on a cross functional team)

Timeline: 4 months

Skils: UX/UI, User research, Journey mapping, Design strategy

Company problem

Host cancellations ruin guest experiences, drain revenue & erode trust in Turo. Our new host cohort was the worst offender of trip cancellations.

45% of new hosts cancel, decline, or let expire their first request
Low fulfillment drains revenue, since many guests don’t rebook
Failure to fulfill (especially cancel) creates poor guest experiences and negative word-of-mouth
Cancellations are also a significant driver of customer support costs

Goal

Lift new host fulfillment rate from 71% to match the more experienced hosts fulfillment rate of 85%
Reduce new host cancellation rate

Hypothesis

If we leverage our successful sales team to help coach new hosts after they list and before they get their first booking, they will be more committed and prepared to host on Turo, which will lead to higher changes of fulfilling their first trip.

User problem

How might we require more hand-held host onboarding before a car listing can go live on the Turo platform?

Part one

Defining the entry point

I worked with a product manager to weigh the pros and cons of different entrypoints into the third party tool called Calendly that would allow hosts to set up times for a Turo agent to call and coach them.

Part two

User testing

Because this project was so straight forward, we user tested copy.

Layout: carousel vs chapters
Protection display: chart vs cards
1 Earnings calculator concept

Part three

Outcomes

We launched the SALT test in mid-March 2021.

We measured:
- New activated listings
- New Enabled listings
- Host cancellation rate

In one year, this initiative (with huge help of the sales team) managed to meet our goal and raise the first time host fulfillment to 85%.

Regarding my contributions
Every designer at Turo works on a cross-functional team dedicated to core metrics. I was the design lead, with a product manager and Engineering team as my counter parts. We pulled in additional support from brand designers, copy writers, marketing, legal, data science, research, sales, ops, etc. to help shape the direction of the feature.

Supporting designers/Researchers:

Ansaria Mohammed: Research

Samantha Hensley: Illustrations