New feature for Uber taxis
Intro
People hesitate to take taxis due to high and unpredictable costs, often opting for alternative transportation methods.
Key Feature
Our project team introduced a shared ride feature for major events, offering pickups from central points to reduce costs and create new social connections based on shared interests.
Challenge
Challenge
One of the biggest obstacles we identified was the high cost of taxis, which discourages users due to the uncertainty of the final price. Our goal was to create a sustainable model that would lower costs for passengers while ensuring that drivers still benefit financially.
Solution
Solution
We designed a shared ride feature for major events, allowing users to travel together from designated pickup points at a fixed, lower fare. This solution benefits both passengers and drivers by reducing costs and optimizing earnings.
Process
Research & Analysis: We gathered qualitative and quantitative data through competitor analysis, user interviews, and direct observations to identify key factors influencing taxi usage.
Research & Analysis: We gathered qualitative and quantitative data through competitor analysis, user interviews, and direct observations to identify key factors influencing taxi usage.
Research & Analysis: We gathered qualitative and quantitative data through competitor analysis, user interviews, and direct observations to identify key factors influencing taxi usage.
Research & Analysis: We gathered qualitative and quantitative data through competitor analysis, user interviews, and direct observations to identify key factors influencing taxi usage.
5
5
Interviews -
Interviews -
Conducted in-depth interviews
Conducted in-depth interviews
|
2
2
Observations -
Observations -
Observed taxi booking behavior
Observed taxi booking behavior
|
4
4
Taxi rides -
Taxi rides -
Took rides to feel the user experience
Took rides to feel the user experience
We conducted 5 in-depth interviews with users aged 18–30 to explore their taxi usage habits and concerns. Additionally, we carried out 2 observations of people ordering taxis to events and 4 actual taxi rides to personally understand the experience and uncover real-time user pain points.
We conducted 5 in-depth interviews with users aged 18–30 to explore their taxi usage habits and concerns. Additionally, we carried out 2 observations of people ordering taxis to events and 4 actual taxi rides to personally understand the experience and uncover real-time user pain points.
We conducted 5 in-depth interviews with users aged 18–30 to explore their taxi usage habits and concerns. Additionally, we carried out 2 observations of people ordering taxis to events and 4 actual taxi rides to personally understand the experience and uncover real-time user pain points.
We conducted 5 in-depth interviews with users aged 18–30 to explore their taxi usage habits and concerns. Additionally, we carried out 2 observations of people ordering taxis to events and 4 actual taxi rides to personally understand the experience and uncover real-time user pain points.
Challenge
One of the biggest obstacles we identified was the high cost of taxis, which discourages users due to the uncertainty of the final price. Our goal was to create a sustainable model that would lower costs for passengers while ensuring that drivers still benefit financially.
Solution
We designed a shared ride feature for major events, allowing users to travel together from designated pickup points at a fixed, lower fare. This solution benefits both passengers and drivers by reducing costs and optimizing earnings.
Key Findings:
Many avoid taxis due to high costs
Many avoid taxis due to high costs
|
Uncertainty about final pricing deters users
Uncertainty about final pricing deters users
|
There’s a concern that drivers won’t arrive on time
There’s a concern that drivers won’t arrive on time
Through interviews, observations, and real taxi rides, we discovered key frustrations like high prices, uncertainty, and reliability issues.
These led us to ask:
How might we
How might we
How might we
How might we
make taxi rides to major events more affordable and predictable for users?
Information Architecture: Based on research findings, we structured the app to prioritize user needs, ensuring an intuitive flow that guides users seamlessly through the booking process.
Information Architecture: Based on research findings, we structured the app to prioritize user needs, ensuring an intuitive flow that guides users seamlessly through the booking process.
Information Architecture: Based on research findings, we structured the app to prioritize user needs, ensuring an intuitive flow that guides users seamlessly through the booking process.
Information Architecture: Based on research findings, we structured the app to prioritize user needs, ensuring an intuitive flow that guides users seamlessly through the booking process.
Wireframing & Prototyping: We designed low-fidelity wireframes to visualize the new layout and navigation, iteratively refining them based on user feedback. Afterward, we built a high-fidelity, interactive prototype to test the design.
Wireframing & Prototyping: We designed low-fidelity wireframes to visualize the new layout and navigation, iteratively refining them based on user feedback. Afterward, we built a high-fidelity, interactive prototype to test the design.
Wireframing & Prototyping: We designed low-fidelity wireframes to visualize the new layout and navigation, iteratively refining them based on user feedback. Afterward, we built a high-fidelity, interactive prototype to test the design.
Wireframing & Prototyping: We designed low-fidelity wireframes to visualize the new layout and navigation, iteratively refining them based on user feedback. Afterward, we built a high-fidelity, interactive prototype to test the design.
From Sketch to Prototype
From Sketch to Prototype
Visual Design & Style Guide: We implemented a clean and modern visual style, leveraging Uber's design system to ensure consistency and familiarity for users. Components, typography, and colors were selected based on Uber’s existing UI patterns, ensuring a seamless experience across the platform.
Visual Design & Style Guide: We implemented a clean and modern visual style, leveraging Uber's design system to ensure consistency and familiarity for users. Components, typography, and colors were selected based on Uber’s existing UI patterns, ensuring a seamless experience across the platform.
Visual Design & Style Guide: We implemented a clean and modern visual style, leveraging Uber's design system to ensure consistency and familiarity for users. Components, typography, and colors were selected based on Uber’s existing UI patterns, ensuring a seamless experience across the platform.
Visual Design & Style Guide: We implemented a clean and modern visual style, leveraging Uber's design system to ensure consistency and familiarity for users. Components, typography, and colors were selected based on Uber’s existing UI patterns, ensuring a seamless experience across the platform.
Usability Testing: We conducted multiple rounds of guerrilla testing to refine the app’s usability. Each iteration helped create an experience more intuitive and user-friendly.
Usability Testing: We conducted multiple rounds of guerrilla testing to refine the app’s usability. Each iteration helped create an experience more intuitive and user-friendly.
Usability Testing: We conducted multiple rounds of guerrilla testing to refine the app’s usability. Each iteration helped create an experience more intuitive and user-friendly.
Usability Testing: We conducted multiple rounds of guerrilla testing to refine the app’s usability. Each iteration helped create an experience more intuitive and user-friendly.
Test A – Entry Points to the New Feature
To highlight the new feature, we explored two main entry points, in addition to the standard Uber flow:
New “Event” Button in Suggestions Row:
A labeled button with “Event” and a “New” tag to draw attention to the new feature.
New “Event” Button in Suggestions Row:
A labeled button with “Event” and a “New” tag to draw attention to the new feature.
New “Event” Button in Suggestions Row:
A labeled button with “Event” and a “New” tag to draw attention to the new feature.
Test A – Entry Points to the New Feature
To highlight the new feature, we explored two main entry points, in addition to the standard Uber flow:
Event Banner on Homepage: A homepage banner with the event image, clearly visible on entry.
Single-screen flow:
Users selected pickup details in one screen.
Event Banner on Homepage:
A homepage banner with the event image, clearly visible on entry.
Results: The split-screen flow was preferred as it reduced confusion and improved navigation.
Results: The event banner was more effective — users noticed and understood it quickly.
Results: The event banner was more effective — users noticed and understood it quickly.
Test B – Booking Flow Options
We tested two variations of the booking flow:
Split-screen flow:
Pickup address and event gate selection on one screen, pickup point on the next.
Split-screen flow:
Pickup address and event gate selection on one screen, pickup point on the next.
Split-screen flow:
Pickup address and event gate selection on one screen, pickup point on the next.
Test B – Booking Flow Options
We tested two variations of the booking flow:
Single-screen flow: Users selected pickup details in one screen.
Single-screen flow:
Users selected pickup details in one screen.
Single-screen flow: Users selected pickup details in one screen.
Results: The split-screen flow was preferred as it reduced confusion and improved navigation.
Results: The split-screen flow was preferred as it reduced confusion and improved navigation.
Results: The split-screen flow was preferred as it reduced confusion and improved navigation.
Conclusion
The project demonstrated how shared rides for large events could offer a viable response to user concerns around high taxi costs and limited transport availability. The combination of interviews, observations, real-world testing, and continuous iteration helped shape the concept into a user-aligned experience. Feedback from participants suggested genuine interest and usability potential. This process showed how thoughtful, research-driven design can contribute to impactful and user-centered transportation solutions.