Driver Website | Microcopy by Amit

Redesigning the Ola Driver-Partner website

They ply on the streets day and night to make Ola an overnight success. This is the story of Ola Partner website and how we redesigned it.

Business objective: Improve lead collections (car attachments, driver registrations, leasing enquiries) and brand value for current and prospective partners.

Tasks at hand:

Redesign the Ola driver-partner portal to simplify and improve the lead generation process
Creating a mobile compatible homepage and content heavy website
Segregation of leads for different type of drivers (taxi, leasing and operators)
Generate leads for Auto, KP and Bike
Localisation support on website and integration with Google analytics

Role I played: Writer (sole contributor)

Stakeholders: Project manager, designer, VP - Driver Supply

My process:

Requirements gathering: understanding the need for redesign and various sore points to alleviate
Creating a rough sitemap to outline different sections required
Creating a working draft to outline the copy for each sections so that design and product had an outline to work with
Gathering information like registration forms, document checklist , answers to FAQs from different teams
Working with design to revise and edit the content

Hero image:

Partner testimonials: We reached out to a diverse group of partners for their verdict on driving with Ola. From fearless women entrepreneur to an aspiring athlete and part-time doctor, we ensured that we covered a wide range of user segments to resonate with the masses.

Tagline: Approach the various stakeholders to understand the value offering for a driver-partner. Three major objectives for our partners were improved livelihood, social status, and job security. I combined these three elements to create the following tagline:

3 different microsites:

Ola offers 4 different ways of partnerships for drivers — attach a car, lease a car from Ola Fleet, attach a fleet of cars or attach either a 2- or 3-wheeler (available in select cities).

Hero image copy for microsites:

It was written to serve two purpose:

Tell users which page they are currently viewing
Reinforce their faith in Ola

Benefits: Six core benefits were identified. I presented them across by bringing in relevant numbers for most of the benefits to add more credibility.

Our impact:

Already attached leads reduced drastically from 45% to 11%. This metric helped in reducing the required support from telecalling team and improved the overall partner experience.
We started amassing 1000+ weekly leads from Auto, Kaali-Peeli, and Bike ride categories.
We were able to conduct effective user profiling of visitors on the website.