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A Service Design for Meituan Company
Meituan College
Overview
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Overview
Meituan College is a service design for Meituan Company, which provides take-out riders with vocational skill training, a platform for socialization and career development planning, innovating them to work harder and longer, and thus bring more financial and charitable benefits to the company in the long term.
Type
Individual Design
Service Design
Time
Personal Project
05/2021, Year 3
Location
Tianjin, China
Tools
The Story of Mr.Lin
Who works as a take-out rider at Meituan Company, while finds it hard to insist on the job due to the heavy loads, solitude and confusion about the future.
The Story of Mr.J
Who works as a take-out rider at Meituan Company, gaining vocational skill education, friendship and career development guidance from Meituan College and finally owning a shop of his own.
Introduction
With the burgeoning internet market, new born industries such as take-away food, express transportation and designated driving bring out numerous job opportunities. However, the large amount of cheap labour engaged in these industries, whose work is low-tech but high-intensity, are faced up with several prolems including dangers and illnesses, discrimination from the society, and absence in long-term career prospects.
Take take-away riders as an example
Meituan Take-out
Meituan Take-out functions as a integrated platform linking restaurants, take-out riders and customers together, where customers can order meals on the app with convenience and enjoy it at anytime they want.
Design opportunity
All the factors mentioned above finally contribute to the high rate of resignation, where less than 5% of take-out riders in Meituan could insist 3 years on duty.
The continuous loss of experienced riders place the company into an embarrassing loop, which eventually causes great loss to Meituan both financially and reputationally.
THus
How might we take "resignation of riders" as a cut-in point, providing a service for the career development of take-out riders in Meituan, thus decline the resignation, attract new ones and break the loop?
Competitive research
Research
Actually, the Meituan Company has already tried some methods to solve the problem. I did research on four main projects Meituan took to increase the satisfaction degree of the riders and thus detain them. The directions of their efforts can be seen as follows.
We can see that there exits an obvious absence in a systematic guarantee for riders' career development, which leads to their uncertainty and confusion about their future despite the extra education they might receive during the work.
Moreover, the psychological hotline is far from meeting riders' needs to keep health mentally, more channels should be taken to solve their mental problems and inspire their working desires by the company.
Then, I went deep into the projects, analyzing their advantages and defects, and thus achieve my own service positioning.
Meituan College 2.0
I decided to prolong the concept of Meituan College, while Meituan college 2.0 works as a true college online, where riders are provide with a systematic platform to making career development plan, socializing and getting mental support.
SYStem research
After confirming the service positioning, I studied the organizational system of different kinds of universities, thus seek an appropriate organizational form for Meituan College 2.0.
Traditional
University
Web University
After analyzing the advantages and shortcomings of the different university forms, the new system map of Meituan College 2.0 is made as follows considering the service positioning I got above. As we can see on the map, the funds are used for hiring vocational education institutions and instructors for riders' career development, which are transformed into vocational knowledge for the riders and finally benefits the company financially with riders on the payroll working harder and longer for the company with a sense of belonging while the departing ones joining in the allied businesses and create more values for the whole Meituan platform.
New System Map of Meituan College 2.0
Knowledge Transmission Channel
Fund Transmission Channel
USER JOURNEY MAP
Meituan Rider
Tiezhu Liang
Gender:Male
Age:30
Education:Middle School
"I went from my hometown to the big city to seek for a job, however, the heavy burden and solitude almost defeat me. But with my qualifications, it's hard for me to find a better job."
In order to find more detailed design points for Meituan College 2.0, I interviewed several take-out riders and got a user journey map of the entire progress throughout their career as a rider as follows.
research analysis
Design Intents
Problem Statement
Through
Teaching vocational knowledge
Help with riders' career development
Care for users' mental health by socialization
In oder to
Increase riders' desire to work harder and longer
Shape riders' sense of belonging to the company
Bring more skillful workers to the busineeses allied
And evantually
Benefit Meituan Company both financially and charitably
From the research above I found that there exit several problems which await to be solved through the establishment of different forms of systems to build Meituan College 2.0, which are discussed as follows.
1
The low user viscocity
We can see that few riders could insist on the learning at Maituan College 1.0. The severly deep knowledge and dull education system reduce the immersion, and thus decline the user viscocity.
In order to promote viscocity of the users, I decide to construct a class system, where riders learn together, make friends and get rewards when they get nice grades.
2
Lack of time for study
More than half of the riders work for more than 12 hours per day, which contributes to a stressful time for them to study.
I decide to make use of the fragment time during their waiting for meals in the restaurants and build a learning system combined with the fragment time periods, helping users to manage their time for study.
3
Absence of guarantee for
future development
Despite the fact that insurances during riders' career has already been complete enough, there still lacks guarantees for their future development, which leads to their feeling of lost while working fot the company.
At Meituan College 2.0, certifications will be provided for those finishing the vocational education subjects. Meanwhile, the company will cooperate with the businesses allied and recommend the brilliant graduates to work for them.
concept development
Ideation
information architecture
App Design
APP DESIGN
Freshman Registration
Users will learn about the majors, select his/her own one and join in the class during the Freshman Registration in the beginning.
Academic Building
Where users learn the compulsory and elective courses, communicate over academic problems and take exams.
Plug-in Unity of Learning
Helping users to learn during their fragment time while working.
Playground
Where users share their lives, make friends with each other and participate in activities.
Moreover, in users' own classes they can chat with their classmates and get help from them.
Job-Hunting Office
Recruitment advertisements of the businesses allied are presented here for users to apply to with the certifications they got during the study.
Users can also apply to join in the businesses and become a shop owner cooperating with Meituan Company.
Dormitory
Users can check the progress of their applications, the achievements they have got and the learning rankings of them here.
service blueprint
Service Blueprint
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