Product Strategy | App Design
Designing a safe and convenient Uber carpool service for young children attending group activities
Project Type
Uber x Cornell DTI
Duration
4 months
Team
2 UX Designers
1 UX Researcher
3 Product Managers
My Role
UX Designer
PROJECT OVERVIEW
Objective
Increase Uber's revenue and expand services by targeting busy parents with young children, and providing ride options for children attending group activities.
Opportunity
Uber has been expanding complementary services to increase revenue. One of the areas is the “soccer parent” market.
User Problem: Busy parents face challenges in transporting their children to extra-curricular classes and activities due to their busy work schedules or limited transportation options.
Solution Overview 🔒
* If you want to learn more about our design solution, please feel free to contact me, and I'd be happy to share it with you :)
A safe and convenient carpool service for young children attending group activities, providing hassle-free coordination and peace of mind to parents.
PROCESS
MY CONTRIBUTION
01. UX Design
Led the team to define the project scope and design goals addressing the needs and challenges of busy parents with young children
Developed the product from initial sketches to high-fidelity prototypes, ensuring a user-centric approach throughout
Led design iterations for continuous improvement based on the user testing results
02. UX Research
Conducted thorough market research and data analytics to assess the current state
Engaged in user interviews to gain insights into the specific needs and pain points of the "soccer parents" market segment.
Conducted usability testing and A/B testing with users to gain feedback for design improvement
03. Cross-functional Team Collaboration
Collaborated closely with 3 product managers to align product goals and refine the business plan, ensuring a unified vision
Took the lead in presenting our designs and progress to representatives from Uber, ensuring alignment with project objectives
Played a decisive role in determining the future directions of the product and devising a comprehensive product launch plan in coordination with the team
IMPACT
Design Impact
How do users feel about our solution?
Business Value
How will our solution help Uber grow?
*The numbers presented below are based on estimates
45% Enhanced Efficiency
Users spent 45% less time coordinating transportation for children's group activities compared to other methods.
1.5 h/week Time Saved
An average time savings of 1.5 hours per week for busy parents compared to their original transportation methods
92% User Satisfaction Rate
We received an 92% satisfaction rate, with all users expressing a desire to continue using the service after its launch
Potential 1.8% Market Size Expansion
Introducing Uber Kids has the potential to expand Uber's market size, targeting specific user groups and strengthening its market presence
Increase in User Retention Rate
With the reliable service offered by Uber Kids, we anticipate an increase in user retention, encouraging customers to use Uber on a regular basis
Forecasted 5.2% Revenue Growth
The launch of Uber Kids is anticipated to contribute to revenue growth, by attracting the target users and establishing partnerships with local businesses
REFLECTION
Learnings
01. Aligning with Existing Product Structure
Ensuring our designed product seamlessly integrates with Uber's existing product structure and features, while maintaining consistency with the established design style, product positioning, and user flow within the Uber ecosystem.
02. Business-Minded Design
Incorporating business values and company strategies into the product design process, through close collaboration with product managers and engaging with the strategy team, to create a well-rounded and impactful solution.
03. Designing for Kids
Taking into account the special aspects of designing for kids, such as safety, ethical considerations, and parental concerns, to tailor our solutions and meet the specific needs of this distinct user group.