SUMMARY
Uber Technologies, “Uber”, is an American company that offers vehicles for hire, food delivery, and more. Uber has revolutionized the way humans, across the world, travel from point A to point B.
My team was tasked with the ideation and creation of a new group feature to aid in the organization of meeting up as a party through Uber.
* This student project was completed on November 20th, 2020, before Uber released a largescale update
PROBLEM
When using Uber to meet up with their party, our users struggled tracking one another’s trip
Our users needed a quick, organized, and convenient way to create and execute a shared group trip through Uber.
- Unable to create a shared, or linked, ride with others
- Were not updated on other riders information and destination
- Difficulty importing or creating contacts
DISCOVER AND DEFINE
We empathized with users, conducted remote interviews, and compiled insights into an affinity map to understand their needs, desires, and pain points
MAIN USER NEEDS
Group updates
Users wanted to know where members were to avoid unnecessary confusion towards estimated arrival times
Communication without overwhelming others
It was important to allow users the ability to non-verbally communicate with party members to avoid overwhelming each other
Convenient usability
With the users’ desire for convenience in mind, it was important to build a feature that was easy to access and navigate
COMPETITIVE AND COMPARATIVE ANALYSIS
Through further market research and ideation, we narrowed down our solution to develop a compact feature that solved our user’s needs.
METHODS OF RESEARCH
AND IDEATION
Feature Analysis
We used this method to analyze what companies had, or had not, created a solution to this problem to understand if it was a viable feature to build-out
Task Analysis
This method of analysis was used to understand how other companies have tackled this problem, which allowed us to formulate a unique solution
MSCW MVP Model
Due to our time constraint, this method allowed us to focus only on developing what was essential for our initial iteration
SOLUTION / DESIGN