Rethinking the Uber home
The current Uber app has been optimized only for ride products like Uber Pool, Uber X and etc for a long.
As Uber is going beyond ride-sharing, even transportation since we launched bike, scooter, rental car, eats, works, and transit; the challenge was creating an integrated consumer experience at the top, and enabling others to adapt our new services.
We went through the design sprint to rethink Uber Home to be more adaptable and scalable within our fast-moving circumstance.
As a result, we provided leadership for visions about how our experience would evolve for our short future.
Team
2 Design Managers,
3 Product Designers
Duration
Jan, 2019
A principled approach to offer and engage our customers with Uber’s growing suite of services
What are users thinking before opening the Uber app?
Today, most users have a clear and strong intent before they launch the Uber app
How might we better engage users to discover and do more with Uber?
Persona
The Shortcutter
The “Shortcutter” knows where exactly where they’re going and how to get there, and just needs to execute. She has a familiar, regular routine (Home → Work) and has strong preferences on how to get there.
The “Shortcutter” values:
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Saved shortcuts
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Saved routes
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Real-time data and alerts
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Quick access to nearby bike/scooter
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Quick access to pass/ticketing
The Planner
The “Planner” has a lot more options to decide between, or not even sure where he’s going. He’s planning for a trip a new place / city, or when he’s more flexible and open to multiple options even when going to a familiar place.
The “Planner” values:
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Trip planning
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Price, time, distance comparisons
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Real time data
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Mapping and navigation
Principle
Efficiency
Uber enables me to execute in the quickest fashion – especially when it knows my familiar routines and preferences, or when i’m late and in a rush!
Smart
Uber knows me like a friend – based on my location, my favorites and preferences, and suggests me better choices when they come along.
Guided
Uber is my guide – especially when i’m exploring an unfamiliar place or when planning a trip / event. Uber helps me to explore and discover what’s best for me.
How might we guide and inspire users to try what Uber has to offer?
How might we create a faster, smarter experience?
How might we integrate map area to be contextual and actionable?
Big Idea Jam
5 designers spent a full day to jam big ideas. We divided a group by 3 touch points as I mentioned above Search, Short cut and Map. At the end of day, we picked the winning idea for each. I mostly involved in short cut and map EX.
Where to? → Search
Most credit by Roy shin
Capture user intent and guide them to what Uber has to offer
Shortcuts
Most credit by Soya Qian
Uber knows “where you’re going”
Uber knows “what products you prefer”
Uber knows "you are new to a place"
Lightweight integration with eats
Shortcuts to in future expand to eats as well!
What if we already know users' intent
from their previous behavior or pre-set?
Today "shortcuts" is only for destinations. How might we decouple them to create a scalable, modular system, that guides users to make the most efficient action?
Map
Most Credit by Norah
Map can bring clarity to help users to make decisions faster
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How can we inform users that traffic is heavy right now and bikes might be a better option?
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How can we provide a clear view of comparison based on users’ preferences?
Map can be a lot more than displaying availability of transportation offerings
Map can provide
users better guidance
contextually
AR map guidance can help users to clearly see where to park
Early Exploration
On Early April 2018, some of my early explorations have used for Dara's presentation talking about Multi-modal Transportation model at his tech conference. After then, these mocks have been featured in many places on the press.
