Improve transparency and alleviate riders’ anxiety with informative insights
Competitive Analysis / Research Insight / Problem Statement / Iterations / Outcome
Improve transparency and alleviate riders’ anxiety with informative insights
Challenge
In the quarter leading up, the Uber app's bounce rate had increased cumulatively, and task completion rate decreased. The team set out to identify the root of user dissatisfaction, and apply human centred design solutions to address the problem.
Our goal
Users have unclear expectations on how long to wait and they often do not trust the estimated arrival time.
Outcomes
Expectation Management
Potential delays due to traffic are not communicated upfront. The estimated arrival time does not account for traffic.
The addition of the traffic alert combined with the red and yellow overlay sets a clear expectation for the user.
Retention Perks
In the event of extenuated wait time users may be presented with a coupon pop-up redeemable through Uber Eats.
The goal is to increase customer satisfaction in a moment where they are likely to be stressed.
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Available Rides Visualization(No drivers nearby)
Users who do not have rides available are often within close vicinity of an area that has drivers.
They can be guided to make the brief commute to an area where drivers are available to provide the service.
Emotional Designs
To spark positive emotions and establish a well defined progress journey, I created new graphic designs for each stage of the progress bar with their own colour themes. With the new design users are better informed of the real progress their driver has made, and can quickly identify at a glace which stage they are currently at.
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Where The Project Begins
The project began with an in-depth strategic analysis of Uber. The results of the PESTEL framework I applied revealed that despite new competitors entering the field, the market is far from saturated. Uber continues to be a strong player by being cheap, easy to use, and enjoying positive media exposure.
Uber is well positioned to strengthen its competitive stance through driving innovation in user experience
Research Industry Players On Markets
This competitive analysis looked at close Uber rivals in the Hong Kong area, which are Revel, Lyft, and DiDi. Broadly the focus was on how competitors improved the user experience, and in particular if they addressed long wait times.
Insights
Through our interviews, as well as a great amount of online research, we were able to pivot on three insights:
It takes too long to get an Uber
Waiting for an Uber can be a frustrating experience, especially when the actual waiting time exceeds the estimated time provided by the app. This can be caused by various factors such as heavy traffic, high demand, driver cancellations, or technical issues.
Limited Uber drivers in remote areas
Booking an Uber ride in remote areas can be a challenge due to the limited number of drivers available. This can be especially difficult during peak hours when demand is high
The price is higher than expected
It can be frustrating to discover that the price of an Uber ride is higher than expected. This can happen if the price doubles when the page reloads. Additionally, some users may find that there are no coupons or discounts available to help offset the cost of their ride.
Problem Statement
How might we reduce the perceived and/or the actual passage of time to provide a better experience while users waiting for the Uber rides?
Design Goals
Redesign Uber hailing experience that improves the user retention of hailing by better informing users, distracting anxiety, and compensating dissatisfaction.
Iterations
Expectation Management
Retention Perks
Presenting customers with offers at a vulnerable stage of the user journey is a powerful way to alleviate the stresses customers feel. The retention perks have the effect of making customers feel more valued, and promoting another revenue stream for Uber by leading users to Uber Eats with discounts.
Emotional Designs
The progress bar lacks personality. With only one static graphic design and colour used to display progress, the user is left with minimal emotional signals. To sooth users anxiety, users need to feel progress is being achieved. Incorporating new graphics and colours, such as green and yellow, send positive signals to the user who will develop an emotional bond with the design at every stage.
Available Cars Visualization
What could be more frustrating than a delayed ride? No options for a ride at all. Users are most inclined to look at competition when we cannot offer a solution. The alternative option to checking back at a later time is to leverage the data we have on driver density in an area, and guide users to a nearby location to find a driver.
Outcomes
Expectation Management
Potential delays due to traffic are not communicated upfront. The estimated arrival time does not account for traffic.
The addition of the traffic alert combined with the red and yellow overlay sets a clear expectation for the user.
Retention Perks
In the event of extenuated wait time users may be presented with a coupon pop-up redeemable through Uber Eats.
The goal is to increase customer satisfaction in a moment where they are likely to be stressed.
/w=3840,quality=90,fit=scale-down)
Available Rides Visualization(No drivers nearby)
Users who do not have rides available are often within close vicinity of an area that has drivers.
They can be guided to make the brief commute to an area where drivers are available to provide the service.
Emotional Designs
To spark positive emotions and establish a well defined progress journey, I created new graphic designs for each stage of the progress bar with their own colour themes. With the new design users are better informed of the real progress their driver has made, and can quickly identify at a glace which stage they are currently at.
/w=3840,quality=90,fit=scale-down)