UBER: PRODUCT DESIGN

How might we create the easiest way for companies to manage their employees’ ground transportation expenses?

 

I spent the summer of 2016 as a Product Designer at Uber HQ, and as a KPCB Fellow. I was on the Uber for Business team, designing features that would allow workers to take rides on their company accounts. With its enterprise audience, designing for Uber for Business is uniquely complex: in addition to understanding the preferences of the regular ridesharing customer, we also need to understand business transportation needs - processes, management structure, expensing, and different types of job routines. Over the summer, I designed 3 features, including the UberEvents product, and also completely overhauled the Uber for Business marketing site.

SCOPE

3.5 months

CATEGORIES
  • User research
  • Information architecture
  • UX design
  • Web design
  • Prototyping
  • Project Management
ROLE

Product Designer on a team of 6. Led the design process for the assigned features and drove conversations with Product, Research, Engineering and Marketing.

Uber for Business Website Redesign

 

New UberEvents Creation Flow

 

The Process

Research and understanding, and quick validation of ideas through constant feedback.

Throughout the summer, the team’s Senior Design Researcher and I worked closely in several ways: organizing and running user interviews, digging into her past insights, or crafting quick user journeys.

I then brainstormed and sketched various approaches to the solution, tested them, and refined until I reached a solution that was well-received. Throughout the process I’d seek regular feedback from design colleagues, as well as colleagues in other roles e.g. our PM, Engineering, and Marketing. Various tools - sketches, mockups, digital prototypes - were used to validate ideas.


Feature Project: Website Redesign

New information architecture introduced, and integration of Uber’s updated design system.

The Uber for Business website was in its old brand (see below) and the content and structure of the website needed a refresh as the product continued to grow and change rapidly.

 
u4bwebsiteold.png
 

Working off input from Product Marketing, Research, Sales, we rethought the whole structure and aesthetic of the site. The goal was to be extremely clear on what the product is and how different roles (admins versus employees) could use it.

Screen Shot 2016-11-05 at 3.22.59 PM.png

Updated Information Architecture

A change from a site that emphasized use cases to one that gives an overview of the value proposition of the product and then elaborates on its features. This approach provides a better understanding of the many features that the product contains

The sliding drawer menu.

Spotlighting specific features

Animations and interactive moments were introduced to draw attention to specific features in the product.

The new site was launched in September 2016.


KPCB Fellowship

Selected as one of the fifteen 2016 KPCB Design Fellows.

Kleiner Perkins (KPCB), the Silicon Valley VC firm, holds an annual Fellowship program where they select several Design, Engineering, and Product Fellows and place them in their portfolio companies. Over the summer, we attended talks by Silicon Valley investors such as YCombinator, and by leaders of portfolio companies such as Nuna Health and Fin. John Maeda also arranged for us to meet design leaders. I got to know alumni Fellows, many who have gone on to become entrepreneurs.