DiDi in Australia: Case study to Overcome Accessibility Challenges through Inclusive Solutions

Executive Summary

The ride-sharing concept has transformed the whole transportation sector, which is based on a shared economy, digitalization, and on-demand mobility services. Over the years, a ride-sharing service has become an important service, due to many reasons, including: affordability, convenience, security, traffic, and eco-friendly factors. This means that users are motivated to use ride-sharing services due to economic, social, environmental, and technological factors. In Australia, the demand for ride-sharing services is increasing rapidly, due to rising urbanization, more cars, and a lack of car parking facilities in most areas. It also helps in minimizing negative impacts related to emissions, congestion, and travel costs.

DiDi is the second most popular ride-sharing platform in Australia, based on revenue and market share. Despite that, the ride-sharing service industry and DiDi have huge popularity in Australia, yet DiDi is facing problems of accessibility by its users when using this platform for ride-sharing. The key problem is the lack of accessibility, especially for users in remote or rural areas, low-income societies, and people belonging to different social or cultural groups, where language is a key barrier.  Other issues that caused accessibility issues were due to discrimination of drivers towards users of different social classes, and communities, based on their demographic profiles (gender, social status, religion, ethnicity, names) etc. Additionally, the report included an Empathy map, based on real stakeholders’ perspectives and ideas, to prepare suitable solutions to address all user’s needs. Based on this, a wide-ranging solution was prepared for DiDi to address accessibility issues faced by numerous users.  The key solutions provided in the report are: training of drivers, different packages for different regions and income groups, language, and safety features to ensure equal rights, convenience, and security for every user (driver and passenger). Lastly, the proposed goals are aligned with the UN Sustainability Development Goals (SDG) (Goals 10, 11 and 16).