Uber Favorite Driver
Uber Favorite Driver
Uber Favorite Driver
Role: Lead, Research, UX +UI Design
Role: Lead, Research, UX +UI Design
Role: Lead, Research, UX +UI Design
Team: Lead, Researcher, Designers (2)
Team: Lead, Researcher, Designers (2)
Team: Lead, Researcher, Designers (2)
Timing: 6 months | 2019
Timing: 6 months | 2019
Timing: 6 months | 2019
OVERVIEW
OVERVIEW
Uber stakeholders had the assumption that offering Premium riders the ability to customize their ride experience, including selecting a particular driver, would lead to greater consistency and improved customer retention. On the driver side, Uber saw an opportunity to help drivers grow their business as independent contractors by providing repeat trips with riders who add them as their 'favorite.’
The feature launched in 2020 based on my and my team’s research and designs. Available through a new scheduling mechanism allowing riders to book a trip up to 30 days in advance, Favorite Driver connects riders to a preferred driver to recreate an optimal experience for future scheduled rides.
Uber stakeholders had the assumption that offering Premium riders the ability to customize their ride experience, including selecting a particular driver, would lead to greater consistency and improved customer retention. On the driver side, Uber saw an opportunity to help drivers grow their business as independent contractors by providing repeat trips with riders who add them as their 'favorite.’
The feature launched in 2020 based on my and my team’s research and designs. Available through a new scheduling mechanism allowing riders to book a trip up to 30 days in advance, Favorite Driver connects riders to a preferred driver to recreate an optimal experience for future scheduled rides.
Uber stakeholders had the assumption that offering Premium riders the ability to customize their ride experience, including selecting a particular driver, would lead to greater consistency and improved customer retention. On the driver side, Uber saw an opportunity to help drivers grow their business as independent contractors by providing repeat trips with riders who add them as their ''favorite.'’
The feature launched in 2020 based on my and my team’s research and designs. Available through a new scheduling mechanism allowing riders to book a trip up to 30 days in advance, Favorite Driver connects riders to a preferred driver to recreate an optimal experience for future scheduled rides.
DESIGN SOLUTION SNEAK PEAK
DESIGN SOLUTION SNEAK PEAK
Favorite Driver Main Features
Favorite Driver Main Features
Favorite Driver Main Features
Here is a sneak peak of the final design solution. Continue reading for details on the overall project process.
Here is a sneak peak of the final design solution. Continue reading for details on the overall project process.
Here is a sneak peak of the final design solution. Continue reading for details on the overall project process.
Adding a Favorite Driver
Adding a Favorite Driver
Adding a Favorite Driver
The trigger for Favorite Driver appears when rating a driver five stars, plus adding a tip. Riders will see a first-time user education prompt asking if they want to add this driver to their favorite driver list.
The trigger for Favorite Driver appears when rating a driver five stars, plus adding a tip. Riders will see a first-time user education prompt asking if they want to add this driver to their favorite driver list.
The trigger for Favorite Driver appears when rating a driver five stars, plus adding a tip. Riders will see a first-time user education prompt asking if they want to add this driver to their favorite driver list.
Scheduling with a Favorite Driver
Scheduling with a Favorite Driver
Scheduling with a
Favorite Driver
When scheduling an upcoming pickup, riders can prioritize their favorite drivers so that Uber can attempt to match riders with these drivers first. Riders must schedule the trip at least 30 minutes in advance to allow time for a rider’s favorite drivers to accept their pickup request.
When scheduling an upcoming pickup, riders can prioritize their favorite drivers so that Uber can attempt to match riders with these drivers first. Riders must schedule the trip at least 30 minutes in advance to allow time for a rider’s favorite drivers to accept their pickup request.
Favorite Driver List and Information
Favorite Driver List and Information
Favorite Driver List and Information
The Favorite Driver list gives riders a dedicated space in the app to view and manage drivers they’ve marked as favorites. Each profile includes a photo, past trip details, rider-given compliments, and other familiar signals of trust. This feature helps reinforce the relationship between rider and driver, making it easier to recognize and reselect preferred drivers in the future.
The Favorite Driver list gives riders a dedicated space in the app to view and manage drivers they’ve marked as favorites. Each profile includes a photo, past trip details, rider-given compliments, and other familiar signals of trust. This feature helps reinforce the relationship between rider and driver, making it easier to recognize and reselect preferred drivers in the future.
The Favorite Driver list gives riders a dedicated space in the app to view and manage drivers they’ve marked as favorites. Each profile includes a photo, past trip details, rider-given compliments, and other familiar signals of trust, making it easier to recognize and reselect preferred drivers in the future.
USER RESEARCH
USER RESEARCH
Interviews with Premium Uber Drivers
Interviews with Premium Uber Drivers
Interviews with Premium Uber Drivers
Premium customers are often time-constrained and require a driver who knows their routines. During, one-on-one, in-depth interviews, Premium Uber riders discussed three scenarios where they would desire customization, such as inputting preferences or choosing a specific driver. These scenarios focused on moments when needs, like comfort, quality, familiarity, and trust matter most to riders. Scenarios included trips to the airport, commuting to work, and special occasions.
Premium customers are often time-constrained and require a driver who knows their routines. During, one-on-one, in-depth interviews, Premium Uber riders discussed three scenarios where they would desire customization, such as inputting preferences or choosing a specific driver. These scenarios focused on moments when needs, like comfort, quality, familiarity, and trust matter most to riders. Scenarios included trips to the airport, commuting to work, and special occasions.
Premium customers are often time-constrained and require a driver who knows their routines. During, one-on-one, in-depth interviews, Premium Uber riders discussed three scenarios where they would desire customization, such as inputting preferences or choosing a specific driver. These scenarios focused on moments when needs, like comfort, quality, familiarity, and trust matter most to riders. Scenarios included trips to the airport, commuting to work, and special occasions.
“I’ve had instances when I’ve had the same driver more than twice, and they remember me. It’s kind of nice to have someone who knows your habits when you’re doing routine trips, like going to work in the morning.”
“I’ve had instances when I’ve had the same driver more than twice, and they remember me. It’s kind of nice to have someone who knows your habits when you’re doing routine trips, like going to work in the morning.”
“I’ve had instances when I’ve had the same driver more than twice, and they remember me. It’s kind of nice to have someone who knows your habits when you’re doing routine trips, like going to work in the morning.”
Uber Premium Rider (30-year-old female, NY)
Uber Premium Rider (30-year-old female, NY)
Uber Premium Rider (30-year-old female, NY)
IDEATION
IDEATION
Artifacts for Collaboration
Artifacts for Collaboration
Artifacts for Collaboration
I discovered new entry points that could be used for the favorite driver feature by mapping out the current on-demand experience. Artifacts like the following service blueprint, were crucial in building consensus among cross-functional partners from Product and Engineering teams. By using these artifacts, Uber partners were able to understand the work they were responsible for, represented simply and clearly.
I discovered new entry points that could be used for the favorite driver feature by mapping out the current on-demand experience. Artifacts like the following service blueprint, were crucial in building consensus among cross-functional partners from Product and Engineering teams. By using these artifacts, Uber partners were able to understand the work they were responsible for, represented simply and clearly.
I discovered new entry points that could be used for the favorite driver feature by mapping out the current on-demand experience. Artifacts like the following service blueprint, were crucial in building consensus among cross-functional partners from Product and Engineering teams. By using these artifacts, Uber partners were able to understand the work they were responsible for, represented simply and clearly.
Lo-Fi User Flows
Lo-Fi User Flows
Lo-Fi User Flows
I created low-fidelity wireframes and sketches to quickly map how the Favorite Driver feature could fit into Uber’s existing flow. This helped me explore when to introduce the feature—like after a great trip or in the receipt screen—and what lightweight onboarding would be needed for first-time users. Working in lo-fi made it easy to test ideas and focus on the key interactions.
I created low-fidelity wireframes and sketches to quickly map how the Favorite Driver feature could fit into Uber’s existing flow. This helped me explore when to introduce the feature—like after a great trip or in the receipt screen—and what lightweight onboarding would be needed for first-time users. Working in lo-fi made it easy to test ideas and focus on the key interactions.
I created low-fidelity wireframes and sketches to quickly map how the Favorite Driver feature could fit into Uber’s existing flow. This helped me explore when to introduce the feature—like after a great trip or in the receipt screen—and what lightweight onboarding would be needed for first-time users. Working in lo-fi made it easy to test ideas and focus on the key interactions.
Feature Trigger and Onboarding
Feature Trigger and Onboarding
TESTING
TESTING
Evaluating Design Decisions
Evaluating Design Decisions
Evaluating Design Decisions
I discovered new entry points that could be used for the favorite driver feature by mapping out the current on-demand experience. Additionally, I developed a new workflow between the rider, driver, and backend system that helped to inform design decisions.
To evaluate early designs, conducted semi-structured interviews with riders alongside prototypes for them to interact with. This approach allowed us to quickly gather feedback on clarity, timing, and usefulness of the Favorite Driver feature. Testing with Uber riders helped validate key decisions, refine onboarding moments, and surface potential points of confusion before moving into higher fidelity.
To evaluate early designs, conducted semi-structured interviews with riders alongside prototypes for them to interact with. This approach allowed us to quickly gather feedback on clarity, timing, and usefulness of the Favorite Driver feature. Testing with Uber riders helped validate key decisions, refine onboarding moments, and surface potential points of confusion before moving into higher fidelity.
Change the Trigger
We thought a five-star rating, a compliment, and a tip should activate the Favorite Driver feature, but some users don't give a compliment even if they liked the driver. This made us reconsider the triggers for the Favorite Driver feature. We decided to remove compliments from the requirement so riders don’t miss an opportunity to favorite.
Simplify Favorite Driver List
Initially, we built the ability to customize a Favorite Driver list based on manually creating categories to filter drivers (much like a custom playlist). However, users felt this required too much effort. Instead, we utilized compliments (an existing feature) as a default mechanism to help users record memorable characteristics about their favorite driver.
Add a During Trip Prompt
Riders mentioned they don’t always have time to rate the driver directly after a trip but often open the app during a trip to check their estimated arrival time. We didn’t want riders to miss out on the feature due to lack of time, so we added a ‘Loving this ride?’ tooltip and a user education modal as another entry point for adding a Favorite Driver during a trip.
Change the Trigger
We thought a five-star rating, a compliment, and a tip should activate the Favorite Driver feature, but some users don't give a compliment even if they liked the driver. This made us reconsider the triggers for the Favorite Driver feature. We decided to remove compliments from the requirement so riders don’t miss an opportunity to favorite.
Simplify Favorite Driver List
Initially, we built the ability to customize a Favorite Driver list based on manually creating categories to filter drivers (much like a custom playlist). However, users felt this required too much effort. Instead, we utilized compliments (an existing feature) as a default mechanism to help users record memorable characteristics about their favorite driver.
Add a During Trip Prompt
Riders mentioned they don’t always have time to rate the driver directly after a trip but often open the app during a trip to check their estimated arrival time. We didn’t want riders to miss out on the feature due to lack of time, so we added a ‘Loving this ride?’ tooltip and a user education modal as another entry point for adding a Favorite Driver during a trip.
Evaluating Design Decisions
To evaluate early designs, conducted semi-structured interviews with riders alongside prototypes for them to interact with. This approach allowed us to quickly gather feedback on clarity, timing, and usefulness of the Favorite Driver feature. Testing with Uber riders helped validate key decisions, refine onboarding moments, and surface potential points of confusion before moving into higher fidelity.
Change the Trigger
We thought a five-star rating, a compliment, and a tip should activate the Favorite Driver feature, but some users don't give a compliment even if they liked the driver. This made us reconsider the triggers for the Favorite Driver feature. We decided to remove compliments from the requirement so riders don’t miss an opportunity to favorite.
Simplify Favorite Driver List
Initially, we built the ability to customize a Favorite Driver list based on manually creating categories to filter drivers (much like a custom playlist). However, users felt this required too much effort. Instead, we utilized compliments (an existing feature) as a default mechanism to help users record memorable characteristics about their favorite driver.
Add a During Trip Prompt
Riders mentioned they don’t always have time to rate the driver directly after a trip but often open the app during a trip to check their estimated arrival time. We didn’t want riders to miss out on the feature due to lack of time, so we added a ‘Loving this ride?’ tooltip and a user education modal as another entry point for adding a Favorite Driver during a trip.
DESIGN
DESIGN
Balancing System Consistency with Custom Interactions
Balancing System Consistency with Custom Interactions
Balancing System Consistency with Custom Interactions
As part of this project, we accessed an instance of Uber’s internal Design System environment in Figma, enabling us to quickly build core flows using ready-made, reusable components. However, the Favorite Driver feature introduced new behaviors, so we designed a custom UI for key interactions, like onboarding, notifications, in-ride prompts, and scheduling with driver prioritization.
While we leaned into the existing design language for consistency, we created new patterns where necessary to support the unique needs of the experience. This balance of system components and bespoke design ensured consistency with Uber’s broader app ecosystem while supporting a new user experience.
As part of this project, we accessed an instance of Uber’s internal Design System environment in Figma, enabling us to quickly build core flows using ready-made, reusable components. However, the Favorite Driver feature introduced new behaviors, so we designed a custom UI for key interactions, like onboarding, notifications, in-ride prompts, and scheduling with driver prioritization.
While we leaned into the existing design language for consistency, we created new patterns where necessary to support the unique needs of the experience. This balance of system components and bespoke design ensured consistency with Uber’s broader app ecosystem while supporting a new user experience.
As part of this project, we accessed an instance of Uber’s internal Design System environment in Figma, enabling us to quickly build core flows using ready-made, reusable components. However, the Favorite Driver feature introduced new behaviors, so we designed a custom UI for key interactions, like onboarding, notifications, in-ride prompts, and scheduling with driver prioritization.
While we leaned into the existing design language for consistency, we created new patterns where necessary to support the unique needs of the experience. This balance of system components and bespoke design ensured consistency with Uber’s broader app ecosystem while supporting a new user experience.
FINAL DESIGNS
FINAL DESIGNS
Adding a Favorite Driver
Adding a Favorite Driver
Adding a Favorite Driver
Favorite Driver List
Favorite Driver List
Favorite Driver List
Scheduling with a Favorite Driver
Scheduling with a Favorite Driver
Scheduling with a Favorite Driver
Favorite Driver Request Notification
Favorite Driver Request Notification
Favorite Driver Request Notification
Rider Match Notification
Rider Match Notification
Rider Match Notification
Launched Fall 2020!
Launched Fall 2020!
Launched Fall 2020!
