"It's not inhumane, but I don't know; it's not that I can't do it, I just can't think of it."
This is a saying often said by the disabled group.
Luo Zhenzhen, head of Didi's corporate social responsibility, told me. Interestingly, when I was chatting with the driver Zhao Guangshuai, he showed me the other side of this sentence:
This feeling is like when my son was born-you don't know what to do, but you want to do everything well.
In his opinion, when he first received an order for a passenger with a guide dog, he felt as passionate but nervous as when he was a father.
Their words also pointed out the key to our accessibility improvement work-eliminating the information gap and creating a cognitive consensus.
In the past six months, Didi has launched barrier-free service projects for face-to-face guide dog users in 74 cities across the country to help passengers with guide dogs complete their trips smoothly. At the same time, more than 1.8 million Didi drivers have completed the "Accessibility Service" certification.
How did Didi create this consensus among such a wide range of groups?
On the occasion of this year’s "International Guide Dog Day", we chatted with Didi barrier-free project team members and drivers, hoping to share their experiences and experiences for more companies and companies that want to participate in barrier-free projects. Personally bring a little inspiration.
Why choose guide dog users?
▲ The picture shows a guide dog sitting on the ground, the picture is from "Guangzhou Daily"
"Accessibility design" is actually a particularly large area.
In a narrow sense, the service targets of barrier-free design may be the visually impaired, hearing impaired, and physically disabled groups; broadly speaking, barrier-free design is closely related to each of us, because almost everyone will experience situational disabilities-no When the lights have to be darkened; when driving or carrying sundries in your hands; even when you are walking while looking at your phone while wearing headphones…
Therefore, when I learned about this project, the first question that came to my mind was: "Why do you choose guide dog users?"
According to the 2019 data of the Blind Association , there are less than 200 guide dogs in China. This also means that the service group of the Didi project is likely to be no more than 200 people.
In Luo Zhenzhen’s opinion, although there are relatively few guide dog users, their travel difficulties are particularly typical:
Many drivers don’t know about guide dogs, they don’t know that they are working dogs, and mistakenly believe that they are pets. Then the platform stipulates that pets cannot be carried, and at this time there will be refusal to carry them.
The problem here is the information gap. When we bridge the information gap, the driver will not refuse to board.
In addition, the small number and concentration characteristics allow Didi not only to listen to user needs before the launch, but also to continuously visit guide dog users after the project is launched to iterate on the product.
Zhihua Wang of Didi's barrier-free project team is also a guide dog user himself. He told us that the international consensus on barrier-free design is:
Without our participation, please do not make decisions related to us.
Involving the people who actually use the product in the design is a key to barrier-free design.
▲ The picture shows Zhihua and Mango waiting to take a taxi home from get off work in the Didi Building work area
At the beginning, when the project team was struggling whether to provide "priority dispatch" service for guide dog users, Wang Zhihua said that it must be.
What relatively few people know is that the visually impaired people basically cannot use umbrellas when it rains. Sound is a very important source of information for the visually impaired, and the sound produced by raindrops and umbrellas is too loud, which will affect their judgment. Although Wang Zhihua would wear a raincoat on rainy days, he would still take off his hat to reduce noise interference.
At the same time, the visually impaired group cannot know where to block the wind and rain, so it is particularly difficult to travel in rain and snow. In such a particularly difficult day to get a taxi, "priority dispatch" becomes necessary.
▲ The picture shows that the Didi platform shows that the priority of car-hailing rights for visually impaired users is in effect
Interestingly, Luo Zhenzhen told us that when making a return visit, some users hope that Didi can make a "switch" for the barrier-free order function of guide dogs.
I didn't understand it at first, so I asked them why they wanted to turn it off.
They said, "If I am not in a hurry to go out today, or if I do not bring a guide dog today, I will turn it off without taking up other people's resources. Everyone is anxious about commuting. If I am not in a hurry, I will turn it off. It's ok."
Currently, this function is not online yet, but the project team also writes down these requirements and optimizes it step by step in the future.
In fact, in the functions that are now online, prompting drivers to actively look for passengers with guide dogs after arriving at the pick-up point, and prompts to actively help passengers look at the traffic flow on the side and rear before getting off the bus are all iteratively added content based on feedback after the project is launched. .
In the process of chatting with Luo Zhenzhen, it is easy to feel the product thinking of Didi's operation of the guide dog project-focusing on a small group, quickly running through the process, and continuing to iterate.
From a broader perspective of barrier-free work, Didi thinks from three areas: "how to get a taxi," "how to get on the bus," and "how to do public welfare."
Since 2015, Didi has begun to promote the accessibility of app information, continue to maintain the app’s screen-reading function adaptation, and launch the "care mode" to ensure that users with disabilities can call for a car independently and get a ride.
A project like the guide dog is one of the solutions to the problem of "how to get on the bus." Next, in addition to further cooperation with the Blind Association to launch barrier-free travel for visually impaired users, Didi will also expand accessibility services to more groups such as hearing impaired and physically disabled.
In terms of public welfare, Didi has launched a "Public Travel" project for people with special needs such as the disabled, the elderly, and orphans, and provides free taxi rides. Since 2019, the project has united eight charity organizations and completed 16,849 charity trips, with a total mileage of more than 260,000 miles.
"If I have a chance, I will give it to you."
When we are talking about large companies doing barrier-free projects, the first thing that comes to mind may be the reduction of unfriendly barriers for disabled groups in society, and the second may be the social image of the company, but it seems that we tend to overlook the front-line work. people.
Yes, I want to return to the passionate driver Zhao at the beginning of the article.
Although Didi will provide some popular science and guidance on accessibility when pushing the barrier-free travel certification news for drivers, Zhao Guangshuai was still a little worried when he first received an order from a guide dog passenger.
Because there are very few visually impaired people around, they will worry that something is not in place, care is not in place, or they may accidentally leave a bad impression on the other party in words.
However, when I actually received him, I felt that through Didi's training, and then used it, it was actually okay.
▲ The picture shows the introduction page of Didi's driver-side accessible project
In addition to the science popularization at the beginning of registration for accessibility certification, the application will provide real-time guidance during the process of ordering guide dog passengers:
After receiving the guide dog order, the driver’s application will announce the announcement by voice. This is a barrier-free order, “Passengers are blind and bring a guide dog. After completing the order, they will receive a 10 yuan guide dog barrier-free service reward”; After picking up the car, the app will give a voice prompt "Please wait patiently and actively look for passengers with guide dogs to assist passengers in getting on the car"; when the destination is approaching, the voice announcement will remind "After arriving at the destination, help passengers check the vehicles behind them to ensure Passengers get off the bus safely."
Luo Zhenzhen tells us that the form of "Science + Reminder" actually considers several aspects.
For the tens of millions of registered ride-hailing drivers on the Didi platform, offline training is not practical. Furthermore, due to the limit on the number of guide dog users, the probability of a driver receiving a guide dog user is not high. Therefore, even after heavy training, there is no application scenario, and the driver may quickly forget the content.
Therefore, it is more efficient to carry out science popularization in the authentication step and provide real-time information support during the actual operation.
▲ The picture shows that when receiving a guide dog user, the Didi driver will have relevant prompts, and will receive an accessibility service medal after completing the order
Although everything went well, Zhao Guangshuai was still a bit cautious in the process of the first guide dog order service. The conversation box was opened by the passenger first, and the two could talk. After sending the passenger home, he was particularly touched that the passenger bowed to him and said "thank you" after getting off the bus.
After the passengers walked two or three meters, Zhao Guangshuai replied:
If there is a chance, I will give it to you.
Who knows, in that month, Zhao Guangshuai actually received this passenger three times.
After getting a little familiar and gradually relaxing, he once said to guide dog users:
Although you can't see it with your eyes, if given the opportunity, I feel that our society will be your eyes.
Zhao Guangshuai's words are not unreasonable. When he usually ate and chatted with other drivers and talked about his experience of accepting guide dog users, many of his friends heard that they were "Amway" and took the initiative to join the project.
And everyone is also very curious about the process of taking orders. It is estimated that everyone will be as nervous as Zhao Guangshuai before they really finish the first order.
At the beginning, we felt that accessibility (service) was actually a higher requirement for drivers, but in turn, drivers would think that the opportunity created by the platform is very good.
Luo Zhen really said so.
When he mentioned that when his colleague Wang Zhihua took a taxi, he often asked the driver if he knew that the guide dog order was subsidized, and whether he had received the subsidy. Some drivers will directly say to him, "Is there any subsidy? We will do this."
▲ The picture shows the driver helping Zhihua get on the bus, with the guide dog kennel under the feet of the passengers
In addition, Wang Zhihua also encountered a driver who was a little afraid of dogs-"When I got on the bus, I could feel that he was far away from the dog." Before getting off the bus, the driver also confessed to him that he was really afraid of dogs.
In this situation, Wang Zhihua hurriedly explained to the driver, "Next time, in fact, if you send a guide dog order, you can just say that you want to change the car." But the driver said that this is his job and that it is not easy for guide dog users to take a taxi. Moreover, the experience of receiving guide dogs this time also made him trust the guide dogs more.
A new connection that inspires more possibilities
Barrier-free design has become a "compulsory course" for many large companies. We have also reported on the work of information accessibility by technology companies such as Apple, Microsoft, and Google.
▲ The picture shows the visually impaired people listening to the content on the mobile phone through the screen reading function, the picture is from CNET
But Didi's guide dog project is a bit different from the usual information accessibility project-because it also involves drivers who provide services, a very large group.
Now these 1.8 million+ drivers who have joined the access service certification, like most people, have little contact and understanding of accessibility issues, and now they have at least a vague understanding of the visually impaired;
Drivers who have taken orders for guide dogs are likely to be like Zhao Guangshuai. They can get a sense of accomplishment from this special project, learn more about guide dogs, and are even willing to share their experiences with people around them. .
This is actually a very ingenious but remarkable "science" force.
We were thinking at the time, let visually impaired users take taxis like ordinary users, not limited to special cars or some special accessible service vehicles. Is this difficult?
With so many drivers on the platform, how can every driver understand it?
I find it so difficult.
Luo Zhenzhen frankly said that it was really a headache at the beginning, but looking back after the solution, it was indeed a small point.
It may be really difficult to change the world, but fortunately there are always people trying hard.
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