Transformed Employee Commuting to Drive Cost Savings and Sustainability

This project stemmed from the realisation that many companies were facing rising parking leasing costs and growing pressure to meet sustainability goals - particularly around employee commuting and carbon emissions.

As the Lead Product Manager, I owned strategy, roadmap and go-to-market to create an innovative B2B2C solution which manages parking costs and sustainable commuting.

​The challenge that faced us was twofold: first, companies were spending a significant amount of money on leased parking spaces for their employees, and second, they were struggling to improve their sustainability scores, especially in the area of transportation. Employees, meanwhile, found the process of booking company-provided transport cumbersome - there was a lot of manual effort involved, particularly when employees had to enter data into a Google Sheet at the end of the month. On top of that, there was little motivation for them to switch from private cars to shared transport options.

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Discovery phase​

We conducted extensive user interviews and research to understand the key stakeholders: HR managers, sustainability leaders, and employees themselves.

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Value Proposition

The insights led me to build a dual value proposition. On the one hand, we would improve the employee commuting experience by making it easier and more rewarding. On the other hand, we would show companies how they could save money on parking by reducing the number of leased parking spaces through shared transport options. We also calculated the environmental impact of shared transport, helping companies improve their sustainability scores.

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Feature 1:
To drive adoption, we needed to make it rewarding for employees. This is where the loyalty program came in. We created a carbon footprint tracker that calculated how much each employee saved by using shared transport. Employees earned points that could be redeemed for rewards, and we introduced a leaderboard where employees could see how their carbon savings compared to others. 

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Feature 2:

we introduced an automatic booking system, which allowed employees to book their rides seamlessly. This removed the friction of the manual system, providing a smoother user experience while also giving companies real-time data on transport usage. 

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Feature 3:

Proximity-based grouping, which grouped employees who lived close to one another, reducing commute times and improving ride-sharing efficiency. This idea came directly from our deep dive into employee behavior and transport logistics, and it played a key role in improving adoption.

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In the post-MVP phase, we began integrating public transport options, which opened up even more possibilities for employees. We expanded the rewards program by partnering with local cafes and introducing third-party rewards, giving employees more options to redeem their points. We also started working on functionality to reserve parking spaces for executives, now that more parking spaces were available due to the adoption of shared transport.

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• We achieved quick adoption of 20% (2000 employees) 6 months and monthly retention of 60%.

• We managed to reduce parking costs by 2%, saving companies INR 200,000 annually.

• We also saw a 1% shift in employee commuting behaviour, with more employees opting for shared transport.