Flag

We stand with Ukraine and our team members from Ukraine. Here are ways you can help

Home ›› Analytics and Tracking ›› Five UX Insights about Uber and the Ridesharing Economy

Five UX Insights about Uber and the Ridesharing Economy

by Jennifer McCormick
3 min read
Share this post on
Tweet
Share
Post
Share
Email
Print

Save

Some key experience design insights into the sharing economy gleaned from a ride-along study of Uber users in San Francisco.

I like Uber … a lot.

So naturally, I decided to do what any user experience researcher worth her salt would and conducted a ride-along study with Uber customers in San Francisco as they took their Uber rides across town, collecting data using a notepad and video camera.

Although my sample size was small (five riders of both genders), a few patterns of presented themselves quite clearly. Here is what I found:

1. Uber Customers Don’t Only Use Uber

Although the participants weren’t recruited based on their current ride services and preferences, all indicated that they also use other ride sharing and transportation services such as Lyft, Sidecar, and regular old taxis. Transportation service customers have many choices, and as a result they select from among the various services, based on the type of experience they wish to have. Creating and delivering a well-defined user experience and brand is a real advantage for Uber.

2. People Choose Uber When They Want To Keep To Themselves

Lyft and the more sharing-oriented services can carry an expectation of socializing with the driver and others during the ride. This can be nice, but it’s not for everyone all of the time. A couple of participants indicated that they prefer to use Uber over other services when they want to maintain a professional demeanor during a ride, or just keep to themselves and not feel the pressure to be social. This feeling of separation and privacy was especially important to my female participants.

Many prefer @Uber over other services when they want to maintain a professional demeanor

One female rider, T.G., articulated this need succinctly: “I actually don’t want to interact with the drivers. [Uber] is a bit more professional. I can just get in the car get on my phone and no one is bothering me.”

3. The Exact Point Of Pick Up Is Unknown

This can create confusion, and in some cases, missed rides. Four out of five participants experienced a lack of information about the exact point of pick up (which side of the street, for example) or worse, misinformation due to inexact GPS data. It’s difficult and dangerous to try to call or text the driver at the moment of pick up, because well, he is trying to drive (and park)!

4. Directions Are Frequently Negotiated during the Ride

This seems like an obvious takeaway because the driver wants to give excellent service and please the rider, and naturally the rider wants to get to her specific destination quickly. But let’s consider the unique and overall experience of the service here, especially given insight #2. I can’t think of anyone better positioned than Uber to leverage innovative technology and harness the power of “The Knowledge” in the form of data, to create a truly differentiated user experience that minimizes the amount of hashing out directions during the ride.

5. The App Is Clear and Easy to Use Overall

The ride-along participants all rated the app 5.5 or higher in overall ease of use (out of a possible 7). Those are great ratings; especially considering that two out of the five participants had just used the service for the first time during the study. I observed very few errors when users interacted with the app, but did hear some questions and concerns about the lack of information available to them when they needed it: especially around surge pricing and price estimates.

Take Us to the Customer-Centric Future, Uber

There’s no question that services like Uber and Lyft are starting to transform how we interact with our cities and with each other and, ultimately, how we go about our lives. I plan to keep a close and interested eye on how Uber—specifically, as a category leader—integrates feedback from their users and drivers to improve and evolve their customer experience going forward.

 

post authorJennifer McCormick

Jennifer McCormick, This user does not have bio yet.

Tweet
Share
Post
Share
Email
Print

Related Articles

What do Architecture, Computer Science, Agile, and Design Systems have in common?

Article by Kevin Muldoon
A Pattern Language
  • The article explores Christopher Alexander’s impact on diverse fields, from architecture to software development, introducing the concept of design patterns and their influence on methodologies like Agile and the evolution of Design Systems.
Share:A Pattern Language
7 min read

Since personal computing’s inception in the 80s, we’ve shifted from command-line to graphical user interfaces. The recent advent of conversational AI has reversed the ‘locus of control’: computers can now understand and respond in natural language. It’s shaping the future of UX.

Article by Jurgen Gravestein
How Conversational AI Is Shaping The Future of UX 
  • The article discusses the transformative impact of conversational AI on UX design, emphasizing the need for user-centric approaches and the emerging societal changes driven by AI technology.
Share:How Conversational AI Is Shaping The Future of UX 
3 min read
Article by Eleanor Hecks
8 Key Metrics to Measure and Analyze in UX Research
  • The article outlines eight essential metrics for effective UX research, ranging from time on page to social media saturation
  • The author emphasizes the significance of these metrics in enhancing user experience and boosting brand growth.

Share:8 Key Metrics to Measure and Analyze in UX Research
6 min read

Did you know UX Magazine hosts the most popular podcast about conversational AI?

Listen to Invisible Machines

This website uses cookies to ensure you get the best experience on our website. Check our privacy policy and