DELIVERABLES Domain research Competitive analysis User interviews Affinity diagramming User Personas User journey map Concept testing Usability testing Mid-fidelity wireframes App map InVision prototype
The sharing economy gives millennials access to big ticket items without the burden of ownership. Uber wants to use their fleet of modern vehicles and their existing service experience to create a digital self service system that competes in the car-sharing space.
It was clear from our research that people were genuinely turned off by the idea of renting someone else’s car but loved the idea of saving money.
How can we create a platform that feels personal, transparent, and saves money for the car-sharing user?
"Sharing someone else's car is too personal a space for me. It freaks me out a little."
- Interviewee when asked their opinion of car-sharing
Existing car-sharing services don’t offer enough inexpensive sharing options, feel impersonal, and fail to leverage user’s social networks and existing communities. We've aimed to correct that in our final solution.
SHARING IS CARING
Our research pointed to an aversion to getting in a stranger's car. Our solution resolves this discomfort by integrating the user's network and community to access vehicles that are only a few degrees of separation away from the user.
Users felt the frustration of fines and unexpected bills from past rental experiences.
Our solution let's the user know exactly what they'll pay at multiple touch-points in the flow.
SPLIT THE BILL
67% of interviewees said they'd likely take the cheapest option no matter what. 83% said they often ride with friends.
UberShare gives the user the opportunity to split their fare with people in their network right from the app.
The sharing economy gives millennials access to big ticket items without the burden of ownership. The success of companies like AirBnb, TaskRabbit, and Uber have proven the viability of this growing market shift.
Synthesizing our extensive ethnographic research helped us understand a typical car rental experience, people’s transportation needs, and general pain points with existing platforms.
Affinity diagram used to synthesize user data
Identifying these patterns through user interviews and research, we were able to synthesize our data to a primary persona.
We mapped out a typical car-rental trip for Rachel to start to put ourselves in Rachel’s shoes and unpack the specifics of the challenge.
User Journey Map
* Creating anUberPoolmodel and adding a split fare option were direct outcomes of this exercise.
We developed 6 guiding design principles based on our analysis of our synthesized persona to help keep us in check as we move into brainstorming design solutions for the platform-
On-demand Design focuses on the user’s command- when you want it and where you want it with the click of button
Communicative Design will assure the user with feedback of it’s safety and reliability every step of the way
Transparent Design gives user the option of exploring deeper car and rider specifications with full disclosure
Collective Despite being digital, the platform still feels like a community
Accountable Along with the community element, design affirms accountability of the driver to it’s community
SHARING THE RIDE
Multiple rounds of rapid sketching and brainstorming led us towards a solutions that kept cost down (read: important to our users) and leverages Uber's existing platform (read: project constraint). We tested two solutions:
• Car-sharing via pooling. Users would be able to reduce their cost by accessing additional passengers through functionality similar to UberPool.
• Split-fare functionality. Users could manually add friends to their ride. This would give the user more control of who is in their car.
Dot voting exercise post brainstorming session to help narrow solutions
Both of these solutions tied in nicely with our design principles; particularly Community and Collective, two principles deeply rooted in our user research.
When testing these two solutions, users' preferences and comfort levels were pretty apparent:
PROTOTYPE & TESTING
PERFECTING THE FLOW
Iterations after initial concept testing included a few changes to the overall flow:
Iterating on this flow in user testing and over the course of our design process brought us to a solution that offered more ease to the user; adding this functionality to the end of the flow.
Now that we've perfected the flow and features of our application, we needed to design the UI. Our design principles were a guiding light at this stage.
We tested 4 different UI concepts with users, my design was a standout in testing; users opted for the UI that felt the most like Uber's branding.
My UI design explored a dropdown overlay screen so that Users continued to transition on top of the home screen in order to book a car. It isn't until the final booking steps that you navigate to a car selection and payment page. This choice was reflective of our design principle, on-demand
HINDSIGHT AND REFLECTION
While our application offers a fast and cost-effective car-sharing solution, there is still room for improvement and further testing. This project was a good lesson in prioritizing solutions and narrowing scope to what is achievable in the timeline available.
Overall, Users aren't entirely comfortable with the idea yet. We found within our iterations that we were able to put users at ease some, but a fence still exists.
While I have your attention, check out some of my other work:
A web platform for student loan applications
A digital interface for wine and food pairing
A responsive website for a sustainable brand
I'd love to collaborate, talk shop, or shoot the breeze.
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