Digital sourcing of Gig Workers

Case Study

💚 App Design for seamless experience

Platform:

Mobile App

Industry:

Staffing

Location:

Gurugram (India)

Summary

Gigforce:

Gigforce is a platform that connects businesses with pre-trained and vetted gig workers for short-term staffing needs. The platform offers a variety of gig options, from one-day tasks to multi-month engagements, and gig workers are available on-demand in their local area. Gigforce pride itself on providing their gig workers with proper training, documentation, and timely payouts to ensure a seamless and professional experience for both it’s clients and gig workers.

Process Followed

Duration of project: Approx. 3 months

Problem & Solution:

Gigforce was facing a high turnover rate among gig workers, resulting in decreased retention and a decline in business. Our manual onboarding process was costly and inefficient, leading to increased expenses and low returns.

To address this issue,

🚀 We decided to Transform the physical process of sourcing Gigers to digital led sourcing by implementing mapping of Giger's based on their preferences set during the onboarding of app to increase the conversion and retention rate of gigers.

Validating Hypothesis in one Zone (Delhi NCR)

Team & My Role:

This Project was conducted with the team of 2 PM’s, 3 CSE’s, Design Team - Tech. Team & CPO.


My role was to...

Actively participate in research to identify key value props for Gigers and onboarding process followed on ground.

Identifying pain-points of gig workers life and drive solution which is best-fit.

Design the new digital journey for Gigers with best possible UX.

LIVE

Team KT about Gigers

Team KT to understand work model of Gigforce

Forming questionnaire for interview of both Gigers and TL’s

Participated in interview procedure & analysing outcomes -- Field Visits

Mapping value props for gigers and eliminating flows in ground onboarding process

Ideating for possible solutions

Finalising the suitable route for Business

Mapping user flows & low fidelity wireframes

Final Design & Prototypes of each module

User Testing & refining till delivery

Visited more than 12 Hubs & Interviewed more than 100 Gigers, took interview, observed while interacting with App, (Shadowed Research) followed them for their day routine.

Research Journey

What is the social and economic background of our giger?

WHO IS OUR GIGER?

JOB SEARCH APPS

WHERE DO THEY COME FROM?

JOB SEARCH WITH GIGFORCE

JOB SEARCH

WHY JOINED GIGFORCE

CHALLENGES IN JOB SEARCH

-62% gigers have NO CHALLENGE

-24% have trust issues with vendors.

-21% gigers are unaware of job search mechanism

Demographics

Experience in Gig Work

Age

-54% 18 to 25

-22% 25 to 30

-16% 30 to 35

Where search job?

-83% people find job through referrals.

-32% find job through job search apps.

-12% gigers do field enquiries. (Av. 20 people visit at every hub)

-10% people search on social media for job.

Referrals?

-69% enquire among their friends.

-25% ask among their family members.

-21% ask their colleagues/past colleagues.

Time taken?

-52% gigers said, it takes 5-7 days to find a job.

-21% said they find job within 15 days.

68% have below 1years of experience in Gig Work

15% have more than 5 years of experience in Gig Work

Most Used Apps

46% gigers use APNA APP

18% gigers use WorkIndia

12% gigers use Naukri.com

9% gigers use client apps such as Zomato, Swiggy

Why Apna App?

- Famous app, have heard about it.- It is marketed well.

- There are so many openings.

- Have to just enter the job type, and there is huge list of job.

- Might not get the job we applied for, but will surely get some job.

CHALLENGES

With Gigforce

38% have issue with late payout.

16% face problem as payout is deducted without clarity.

10% said no paid weekly offs.

Challenges at Client Side

-Late Payout- 23% Zyngo, 50% Migrants, 42% Delhi.

-Payout Deduction- 45% ETO.

Problem Redressal

-61% report to their TL.1

-2% report to supervisor on client side.

-Help and support section is very hidden.

Previous Jobs & Clients

45% worked in sector other than gig work

10% worked with Flipkart

8% worked with Amazon

15% worked with Grab, Zomato, Big-basket

6% worked with Delhivery

Previous Jobs & Clients

Experience in Gig Work

Previous Jobs & Clients

Previous Jobs & Clients

75% Referrals

12% Field Enquiries

4% Job Search Apps

31% payout issues

16% company closed

09% due to lockdown

07% studies

50% joined because it was referred by someone known.

26% joined because this was the first accessible job.

22% joined because of better payout.

15% joined because they liked the work.

67% were migrants out of those who joined because of better payout.

61% migrants joined as this was the first accessible job.

Understanding Reasons

Previous Jobs & Clients

Previous Jobs & Clients

57% find our joining process easy.

43% find TL guidance helpful during joining process.

28% said our joining process is quick.

Education

-32% graduates

-29% 12th pass

-28% 10th pass

Family

-7 members avg. family size

-41% married

Family Income

-45% monthly income 25k-50k

-18% Rs. 50k-75k

Giger Income

-37% Rs. 15k-20k

-25% Rs. 10k-15k

-Highest Income

Rs. 40k-50k

Migration

-54% migrants belong

to Bihar, Uttarakhand, West-Bengal,

Chhattisgarh, UP.

Age

-54% 18 to 25

-22% 25 to 30

-16% 30 to 35

Education

-32% graduates

-29% 12th pass

-28% 10th pass

Migration

-54% migrants belong

to Bihar, Uttarakhand, West-Bengal,

Chhattisgarh, UP.

Research Analysis- Giger Value Props...

Solution

User Flow

Our team has made a strategic decision to upgrade our Giger sourcing process from a physical method to a digital approach. This will be achieved through the implementation of a mapping system based on Giger preferences, which will be collected during the onboarding process in our app. This digital-led sourcing approach is intended to significantly enhance our conversion and retention rates of gigers.

By leveraging technology, we can ensure a seamless and efficient sourcing process for gigers. This will allow us to map their preferences accurately, which will help us match them with the right clients and jobs. Moreover, this will enable us to provide personalised experiences for our gigers and build long-term relationships with them, which is critical for our growth and success of Business.

After Signup

Profile Set Screen

Active Job Opportunity Around Screen

Gigs for You Screen

Gig Detail Screen

Document Required Screen

TL (Team Leader) Alloted Screen

(Auto disappear after 3 sec.)

CTA

Explore Opp.

CTA

Apply Now

CTA

Apply Now

CTA

Skip

CTA

Complete

Application

CTA

Not Now

CTA

Call TL

CTA

Send WhatsApp

CTA

Not Now

CTA

Skip

Chips for Gigs Categories, Filter, List of Gigs

Application started Confirmation

Redirected to

Dial-pad

Redirected to

WhatsApp

Documents

Submitted

Documents

Pending

Back

Back

Home Screen

with list of all applied gigs

and

TL allotted card

All Possible Scenarios

If Apply for Gig & documents are not submitted

If Apply for Gig & documents are submitted

If don’t Apply and click Skip

If don’t Apply and comes
back & back

If don’t Apply, but added as Lead by one TL in his/her workspace

If don’t Apply, but added as Lead by more than one TL in the workspace

If Apply & also added as Lead by more than one TL in the workspace

If don’t Apply & also not added as Lead

If Apply to single gig and then click skip

Edge Cases

If Apply to multiple gigs and then click skip

If already selected for a gig and joining is pending

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Success Metrics

This project was huge success for our team as overall CAC for True First Day Live (TFDL) was reduced more than 80%. Also, true conversion from Lead to Active Giger was increased upto 75%.

Data from one Major City- Delhi NCR

Conclusion

In conclusion, Gigforce was struggling with a high turnover rate among gig workers, which resulted in a decline in business. The manual onboarding process was costly and inefficient, leading to increased expenses and low returns.

To address these issues, the company embarked on a digital transformation journey, led by a team of 2 PMs, 3 CSEs, the Design Team, Tech Team, and CPO.
The project involved conducting extensive research to identify the key value propositions for gig workers and their pain points, My major focus was on designing a new digital journey with the best user experience.

The result was a streamlined Digital Sourcing process that allowed gig workers to upload their documents easily and sort them according to gig requirements. The new digital journey also included a TL assigned to each giger, a My Gigs section, and filters that helped remove unwanted noise and refine gig/job searches.

Overall, the digital transformation has significantly increased the conversion and retention rate of gigers, leading to improved business outcomes for Gigforce.

Learnings

As a UX designer, there are many important lessons and skills that are learned from every project, from this project I learned many important lessons:

Prioritising user needs: In designing the Digital Sourcing process, We focused on meeting the specific needs of the gig workers, such as providing a point of contact and streamlining the document upload process. By prioritising these needs, we were able to create a more effective and user-friendly experience.

Conducting thorough research: The success of any UX project depends on a deep understanding of the needs and pain points of the users. This requires conducting extensive research, such as interviews, observations, and shadowing, to gain insight into their experiences and behaviours.

Simplifying complex information: Gig workers were found to be overwhelmed by a continuous flow of information, which led to confusion and frustration. To address this issue, we created a clear and simple interface that breaks down information into manageable chunks and guides users through each step of the onboarding process.

Designing for flexibility: Gig workers often have unpredictable schedules and varying levels of availability. By providing options for when and how they can contact their point of contact (TL’s) and upload documents, we crafted a more flexible and accommodating experience that can better meet the needs of different users.

Using data to inform design decisions: We also realised how important it is to use data from interviews and user testing to refine design decisions, such as the arrangement of sections in the app and prioritisation of certain features.

Iterating and testing: Being UX designer its critical to engaged in an iterative design process, continuously testing and refining the app based on feedback from users and other stakeholders. This allows us to identify and address any issues or areas for improvement, leading to a more effective and user-friendly experience.

Let’s Connect

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