Introducing

Uber Ensemble

Currently, UberX can only fit 4 people at a time whereas UberBlack can only fit 6 people. So, what do you do if you have a larger group? A group of 12 people? The previous solution would be ordering multiple ubers, but this can cause chaos, frustrations, be hard to coordinate, lead to people arriving at different times which can be hard to plan etc. Thus, I had the idea for UberEnsemble, which would be an extension of Uber services. Allowing one user to order multiple ubers at once! Allow me to take you through my design process.

Background:

My team and I understand the importance of research. We started with a Market Analysis and Competitive analysis:

Market Analysis:

  • Uber offers various services, including UberX (standard rides), UberPOOL (shared rides), UberBLACK (premium rides), UberEats (food delivery), and more.

  • The company expanded globally, providing services in over 900 metropolitan areas across the world.

  • As of September 2021, Uber had experienced significant losses in previous years due to high operational costs and competition. However, the company's revenue had been steadily growing, driven by its diverse services and global presence.

Competitive Analysis:

  • No other service provides an affordable service that is novel to the market.

  • This is a service that can revolutionize how we travel, when we travel. With our, friends, family, partners, etc.

  • Uber faces strong competition from other ridesharing companies, such as Lyft, Didi Chuxing (China), Grab (Southeast Asia), Ola (India), and DiDi (China)

My main finding was that there are no affordable services that will allow large groups to travel together. There is uber charter is a great option but it can for certain events and venues but Uber Ensemble will be a more affordable, convenient option for the general public.

User Personas:

We are in a time where AI is making its way into the workforce. Instead of being hesitant to accept it, my team and I decided to embrace AI to create several user personas

Low Fidelity Wireframes:

Here are some first draft sketches of Uber Ensemble. Throughout this process I did Crazy 8 sketches to help determine with my partners which iteration would be the best. We used the current Uber app to be out foundation and we wanted to build off of that.

  • I use these low-Fidelity Wireframes as a way to get all my thoughts on paper.

  • Ideas of features, questions I may have, placement of information etc. Anything and everything I put on my wireframes

Mid-Fidelity Wireframes:

What I learned from above:

  • The “Home”, “Services”, and “Plan Your Ride” Frame are exact replicas of the current app - We kept it like this as this feature should be an addition of what the current app has to offer

  • “Plan your ride 2” - We chose to add Uber Ensemble as the list of options for the User to select from.

  • “Plan your ride 3” - This would be the screen where the map would show the potential ubers arriving to the Pick up destination. We opted to show the price for price transparency and it would allow you to pick the number of cars needed.

  • “Details Page” - we wanted to consolidate the most important information for this page. This would be the final page before confirming Uber Ensemble.

High Fidelity Wireframes:

Next Steps:

What I learned from Mid-Fidelity wireframes:

  • Additional Frames - There were a few “unplanned” transition frames we did not take into account until we actually started designing Uber Ensemble. I learned to be more intentional in the Low-Fidelity wireframes.

  • Execution - I've learned that the transition from low-fidelity wireframes to high-fidelity prototypes represents a significant leap in the design process. In this journey, I've gained a deeper understanding of how to bridge the gap between concept and execution, ultimately delivering more refined and user-centered solutions

  • Attention to Detail - One of the most crucial lessons I've learned is the importance of detail and precision in design. While low-fidelity wireframes focus on layout, structure, and content placement, high-fidelity prototypes require a meticulous attention to visual elements, interaction design, and user interface aesthetics. I've honed my skills in creating pixel-perfect designs, ensuring that every visual element aligns with the brand guidelines and the overall user experience.

  • Testing - I've discovered the value of user testing and feedback during the high-fidelity prototyping stage. By incorporating user input early in the design process, I can identify usability issues and refine the interface to enhance user satisfaction. This iterative approach has taught me to be more agile in my design thinking, continuously adapting and improving based on user insights.

If Uber wanted to adapt this feature:

  • Further testing would need to be conducted.

    • Usability testing

    • Accessibilty Research and testing

    • Feedback Collection

  • Once feedback and data is collected, reiterate design to address feedback.

  • Handoff to Developers.

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