Commute Planning

Legacy experience

Challenge: First-Shift No-Shows

Bluecrew faced a significant problem: 23% of workers were failing to show up for their first shift at a new job, either canceling with little notice or simply not appearing. This high no-show rate created operational difficulties and negatively impacted client satisfaction.

Understanding the Root Cause: It's About Time, Not Distance

To address the issue, I conducted a comprehensive investigation, including:

  • Worker Interviews: Direct conversations with workers to understand their experiences.

  • Usage Data Analysis: Examination of platform metrics to identify patterns.

  • Stakeholder Interviews: Discussions with internal teams (e.g., support staff) to gather diverse perspectives.

  • Usability Testing: Early concept validation with workers to ensure solutions aligned with their needs.

This research revealed several key insights:

  1. Transportation Roadblocks: Transportation was the primary culprit, cited in 54% of short-notice cancellations. The most common issue wasn't simply having transportation, but rather a late realization that a job was too far or practically inaccessible given their chosen mode of transport. Workers often accepted jobs that seemed close in distance (e.g., 22 miles) but were, in reality, 1-2 hour commutes each way, a fact they often didn't discover until shortly before the shift.

  2. The Commute Time Variable: Commute times fluctuated dramatically based on mode of transport (public transit, car, bike, walk), time of day, and regional traffic patterns. A distribution center accessible in 15 minutes by car at midnight might be unreachable by public transit, while an evening shift at a stadium might be easily walkable but a nightmare to drive to.

  3. Commute Time as a Key Decider: Commute time was a primary factor for workers when evaluating jobs. Many were willing to accept lower pay for a significantly shorter commute.

  4. Time and Effort Over Distance: Workers prioritized commute time and effort, not simply distance. Distance proved to be an unreliable indicator of the actual commute burden.

Goal: Reducing No-Shows by 10%

Our objective is to reduce the first-shift cancellation and no-show rate from 23% to 13% by focusing on three core strategies:

  1. Better Job Matching: Connecting workers with jobs that have manageable commutes.

  2. Proactive Warnings: Alerting workers to potentially problematic commutes.

  3. Timely Information: Providing the right commute information at the right time.

Solution: Commute-Centric Job Matching

Our solution centers on empowering workers with clear and accurate commute information, integrated directly into the job search and application process:

  • Match Workers with Good Commutes: We shifted from using distance to using time as the primary measure of commute quality. Because workers often choose their mode of transport based on the specific job location, our redesigned interface displays commute times for the two most common modes (car and public transit) on both the job browsing and details views. While we considered removing distance altogether, displaying it alongside commute times boosted worker confidence in the time estimates. We also introduced a job preference for commute mode, allowing workers to specify their preferred method of travel, which is then factored into the job recommendation algorithm.

  • Warn Workers of Bad Commutes: To prevent mismatches, we made commute times prominent upfront. Jobs with longer commutes are deprioritized in the search results. Crucially, we added a confirmation step during the application process. This requires workers to select their intended mode of transport and acknowledge the estimated commute time, including when they need to leave to arrive on time. This deliberate "friction" ensures workers are fully aware of the commute implications before accepting a job.

  • Give the Right Info at the Right Time: By capturing the worker's intended mode of transport, we can provide personalized, timely reminders about their commute and detailed, step-by-step directions to the worksite, delivered precisely when they need it.

Next Steps

The enhanced commute planning experience is currently in development. We are optimistic that these changes will significantly reduce first-shift no-shows and improve overall worker satisfaction.