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Flipping the Script on Short Distance Travel with Electric Scooters

Dockless electric scooter rentals powered by the Uber App 

STAKEHOLDER  UBER

THE CHALLENGE

Design the safest scooter rental experience that can convince local legislature to grant Uber operating permits over its competitors in battleground markets such as Santa Monica and Austin.

IMPACT

Uber was the first company to receive a permit from the City of Los Angeles to operate scooters. Additionally, we asked our user base to rate their scooter experience and in the first 4 weeks we received over 1400 responses with an average rating of ~80%. Lastly, 90% of trips were compliant with the city's parking mandate which we attribute to our strategic placement of in-app education.

THE OUTCOME

Scooters were quickly adopted for their ability to better service short distance trips in high density markets that would have been too far to walk but not long enough to justify taking ride share. 

MY ROLE

Lead designer to a team of 3 responsible for supporting all scooter UX/UI/UXR needs.

 

Additional responsibilities: Conducting user research, requirements gathering, cross organizational collaboration, stakeholder management, physical scooter branding, rapid prototyping, and visual design.

Uber is innovating new mobility hardware to make it safer and easier for people to choose bikes and scooters over cars

CONDUCTING USER RESEARCH

11 Interviews across 3 markets

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DESIGN PRINCIPLES

Setting the New Mobility team's foundation

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STORY BOARDING

Building user empathy through visual storytelling

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UBER'S FIRST QR SCANNER

Designing what does not yet exist

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USER JOURNEY

What does the current experience look like?

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DESIGN FOR SAFTEY

Emphasizing rider safety and parking compliance

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PHYSICAL SCOOTER BRANDING

Beyond just digital product design (In collaboration with the Brand team)

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SOLVING THE MAP PROBLEM

And adding some surprise and delight

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MAP CLUSTERING

A problem that we learned really fast was when there are hundreds of scooters within a small area, the map interaction becomes really clunky—almost to the point of being unusable. The way we approached solving this fundamental issue was by creating 3 levels of smart clustering.

  1. Street Level

  2. Neighborhood Level

  3. City Level (Easter Egg)​
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KEY RESULTS

Measuring the team's success

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HOW'D WE DO?

Uber was the first company to receive a permit from the City of Los Angeles to operate a mix of up to 3,000 scooters and e-bikes. It could be speculated that our emphasis on rider safety and compliance made us the favorite when comparing the different scooter company applications. Within the first 4 weeks of the pilot we got over 1425 responses from users, of which ~80% were satisfied with our end-to-end experience. 

 

  • 150k+ weekly trips (Jun 2019)
    Expanded from 2 to 15 cities (including international), 

  • Utilization at 5 trips per day.

  • ~90% Parking Compliance

PRESS

FEATURED IN

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