Providing Uber users with a feature allowing the organization of group meetups

This case study will walk through my process

Type
Student Project

Length
2-week sprint, remote

My Role
Project Manager, Visual Design Lead, UX/UI Designer

Team
Michael Zdanowski – Research Lead
Ricardo Brown – Persona/User Flow Lead
Tom Workman – UX/UI Designer/Researcher

Software Used
Figma, Miro, Zoom

View live prototype

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

Our solution – a feature that organizes, and links, group trips when meeting up