"The rain was pouring heavily, and the road was confusing,
I couldn’t find the pick-up point, and the driver didn’t understand me. And I got canceled my ride. It was such a disheartening day."
Yeji Bae - Taekwondo instructor, 2 months in SF
Project: Uber Redesign
My Roles: User Research, UX · UI Design
Date: 08 2022 - 12 2022
Context
California, particularly San Francisco, has a significant immigrant population of 1.4 million. Many of these, especially those in their early years, prefer using ride-sharing more than those born in the U.S. By understanding their unique challenges and needs, we expect to improve the overall user experience and promote inclusivity. We received guidance from two Uber designers and tested our proposed solutions with our interviewees to ensure they were practical and feasible.
Target Audience
We met 14 city newcomers and tourists who have used Uber during their stay in San Francisco
And they faced shared challenges while using the service due to...
Problem Areas
Anxiety from Uncertainty
Unfamiliarity with Surroundings
Insufficient Information
These conditions worsen challenges, and even minor issues result in a disempowering and frustrating experience for those new to the city.
Project Goal
How might we improve Uber's current features to offer a more welcoming experience for newcomers, taking into account the positive effects on all users?
Although newcomer users constitute a smaller portion of the overall market than regular users, we concentrate on the chain of actions that could have a positive impact extending to the broader user base.
AS-IS Experience
This journey map brings attention to persistent problems related to navigation, communication, and return trips. Notably, every one of the 14 participants encountered these challenges at least once during their riding experiences.
Solution
A Flexible Personalization
Challenge
Ensure ride experiences that align with their expectations of safety, providing a feeling of relief and comfort in certain situations.
Approach
After meeting the 14 interviewees, we realized people in stressful situations like being in a new city or traveling at night have specific concerns, which often intensified. My Ride Mode empowers users to tailor their ride experience according to their preferences, providing a sense of control and alleviating their anxieties.
Testing & Iterations
“Would you be willing to
pay or wait for more to
ensure these preferences?”
We tested different ways to personalize the experience, choosing your preferred car, gender, language, ratings, and experiences. We prioritized these options on the interface in the order of what mattered most to them.
Testing Insights
What and Why matters most to people when customizing their ride experience?
Language Selection is Default
Language selection was highly rated and emerged as a crucial factor in ensuring a seamless ride experience.
Gender Preference Appeared at Night
Gender preference mattered a lot to female participants, mainly for rides alone at night.
Ratings and Experiences Come Along
Participants often evaluated the ratings and experience correlatively, leading to increased confidence in their assessments.
Solution
Intuitive Navigation to Pick-up Point
Challenge
Improve guidance to the pick-up points, reducing anxiety from unfamiliar surroundings and language barriers in communication
Approach
We found that this 360° street view feature proves to be the quickest and most straightforward method for locating destinations, especially when time is limited to meet the driver from the user testing. Additionally, it reduces the need to talk to drivers unnecessarily to find where to get picked up, which helps overcome language barrier challenges.
Testing & Iterations
Evaluating Participant Preferences and Feasibility
We tested a few navigation options. While participants preferred AR, considering the extended development timeline and associated high costs.
Testing Insights
What is the most effective way to guide users to the pick-up point?
Time Pressure
Meeting the driver on time is a significant concern expressed by participants, emphasizing the need for efficient navigation solutions.
Balancing User Preference and Feasibility
While the AR option showed high preference in user testing, feasibility should be considered.
Straightforward Navigation
Participants prefer a simple navigation process that avoids excessive complexity or layers that can hinder timely pick-up.
SOLUTION
Smooth Return Trip - A Thoughtful Notification
Challenge
Notifying users about the city's transportation situation lets them plan an effective return trip and avoid unexpected troubles.
Approach
Many participants faced challenges returning to the city after traveling out of downtown San Francisco. Introducing a notification system could effectively tackle this problem by offering simple guidance at the right time. This provides details about limited ride availability in particular regions to enhance their return journey planning.
Testing & Iteration
When would you most benefit receiving this notification to plan your return trip effectively?
Our challenge involved determining the optimal timing for sending notifications—a balance between not hindering ride bookings and ensuring users find the notifications timely and relevant.
Testing Insights
How can we provide users with information about future trips without impacting the efficiency of the current booking process?
Notification Timing is Crucial
Participants showed the most favorable response when receiving the notification right before confirming their booking upon entering their destination.
Further Data Collection is Necessary
Through A/B testing and similar methods, collecting more data, and analyzing user behavior, we can balance providing the information and prevent affecting the current booking process.
Consideration for Booking Process
Discussions with Uber designers have raised concerns about the potential complexity this approach may bring to the current booking process and impact the booking experience and business operations.
Next Steps
How can we maintain a sustainable system while prioritizing the efficiency and comfort of all parties involved?
Research Journey