Introduction

Context

Recently, I stumbled upon an article about how ComfortDelGro has launched a new series of luxurious Lexus taxis. While thinking of what may be the intention behind releasing luxurious taxis to the market, it made me ponder upon the taxi-hiring versus private hire booking experience which most of us are very familiar with today. Studies done by LTA in 2020 has shown that the demand for private hires is higher than taxis.

Which offers a better user experience?

As a passenger myself, I prefer booking a private hire via mobile applications because of the convenience it brings. That comes from being able to book the cab comfortably as compared to having to flag for a taxi in the heat and also risk being rejected upon successfully getting one because the taxi driver doesn't go to the location I want to go to. 

Moreover, taking taxis would also mean that I might have to provide directions to the location that I would like to go to. This would mean that I will not be able to sit comfortably in the car while being sent to my location. Given Singapore's hectic culture, it is ideal for passengers to rest while commuting to the various locations and to be fair, passengers has already been spoilt by the seamless experience that private hires has been providing since their release into the market.

My hypothesis

Private hire services are in higher demand compared to taxis due to their superior riding experience, offering passengers a comfortable journey to their destination without the need to give directions throughout the ride. 

Validating my hypothesis

I did a quick survey using google forms and sent them out to a couple of friends whom I knew are frequent riders of taxis and private hires between the age of 21-30 years old. I was able to gather responses from 8 participants and this was what I was able to conclude from the survey results:

Overall Riding Experience

I found it intriguing that the majority of participants favored the experience they had while riding taxis over private hires. This observation challenges a part of my hypothesis as it appears that the overall riding experience with taxis is considered better. Consequently, this raises the question: Why is there a preference for private hires despite taxis providing a superior overall riding experience? 

Defining factors between private hires and taxis

When asked for defining factors between selecting private hires and taxis, this was the result:

Given that the ride experience wasn't the primary concern for most participants, it's understandable why the demand for private hires remains high despite their comparatively less favorable riding experience. Regarding the ease of securing a ride, the availability of dedicated mobile apps has significantly enhanced the passenger experience. One participant highlighted this by stating, "Imagine waiting on the roadside for a long time trying to hail a taxi, especially when in a rush. I prefer opting for private hires where I can track the driver's arrival after a successful booking." It appears that passengers have become accustomed to the convenience provided by private hires, surpassing the traditional method of flagging down taxis.

Views on having to provide directions during taxi rides

Among the 8 participants, half of them were required to give directions during their taxi rides. In contrast, private hires had a lower incidence, with only 2 out of the total participants reporting the need to give directions in one out of every three rides. Among those who had to provide directions in taxis, 3 out of 4 expressed that this aspect had a negative effect on their overall taxi riding experience. Additionally, one participant who hadn't been required to provide directions yet also stated that it would negatively impact their experience if it became necessary.

Additionally, one participant offered an insightful perspective on this issue, noting, "Sometimes it's challenging to provide directions to a place I've never been to. Using private hires equipped with GPS is more convenient." When participants are unfamiliar with their destination, the probability of utilizing taxi-hire services decreases due to the uncertainty of taxis having GPS, unlike private hires. Additionally, there is currently no streamlined process for both drivers and passengers to promptly input the destination into the taxi driver's GPS. Moreover, the majority of taxi drivers in the taxi-hire services lack technical proficiency and will likely encounter difficulties entering destinations into their GPS systems.

Re-evaluating my hypothesis

Reflecting on my initial hypothesis, I would rephrase it as follows:

Improving the navigation system to specific destinations within taxi-hire services could result in an enhanced experience, potentially attracting more passengers to utilize this service.

Possible Solution

From initial contemplation, I was exploring the utilization of speech-to-text capabilities to convert locations into actionable destinations on Google Maps. In this scenario, passengers would verbally provide the location, and once confirmed, the taxi driver could rely on Google Maps for directions. Considering that taxi drivers might not be accustomed to multitasking and glancing between the roads and an app while driving, it's crucial for them to receive verbal guidance from the app regarding which directions to take.

This concept represents an initial idea, and I plan to delve deeper into the specifics of this solution at a later date.