We engaged in a bottom-up design process, starting with use case analysis and consumer needs. Through qualitative and quantitative testing (focus groups, surveys), we identified that control and reassurance were essential for users when planning and adapting their journeys.
We mapped and prototyped over 60+ potential features to address these concerns.
We adopted a standard Double Diamond approach, iterating between discovery and delivery. The goal was to design both the right features and ensure they were executed well. This agile, flexible process allowed us to balance between Uber’s tech-heavy “product-up” perspective and the traditional “brand-down” methodology.
Three key product ideas emerged:
Flat-Fee Travel Pass: Allowing users to prepay for multiple modes of transport within a radius.
Connected Journey: Real-time, dynamic route optimization, adjusting transport combinations mid-trip.
Know You’ll Get There: A disruption management tool offering real-time monitoring, rebooking options, and guaranteed arrival.
We then prototyped and tested all of these features, until we had one solid concept that we could take to market. The connected Journey. Framing Uber as the glue between all your disparate travel modes.
