Uber PoolTalk
Uber is becoming increasingly popular all over the world, even in cities that may not have the infrastructure, reliability of internet connectivity and accuracy of maps to support the platform. These variables are less stable and predictable in developing nations, such as India. This project explores ways to improve the user experience of Uber riders in India given cultural practices and the constraints of a developing nation.
I conducted this research as a Design Research intern at Turian Labs in Pune, India.
Uber PoolTalk App
Generative Research
Literature Reviews | Ethnography
10 participants: 8 Riders, 2 Drivers
We conducted secondary research regarding the introduction of Uber services into India. Using this information as a primer, we conducted ethnographic research in Pune, India. We conducted semi-structured interviews through short intercepts at transportation hot spots on the streets of Pune, India. We then interviewed 8 Uber riders and 2 Uber drivers. We observed the user journey, paying attention to 5 phases: pre-booking, booking, post booking, in-cab, and post cab.
Analysis
We analyzed qualitative data through affinity mapping rider and driver stories and experiences at the application and ecosystem levels, which revealed distinct needs and pain points during 5 phases: pre-booking, booking, post booking, in-cab, and post cab.
Affinity diagraming qualitative data
Ideation
Through sessions of ideation, we chose to develop an interactive game to address these pain points. We developed PoolTalk as a solution to address boredom during trips, lack of socialization and frustration caused by fellow riders, as well an underlying distrust of other riders and drivers.
Prototype
The concept of PoolTalk is focused on breaking the ice through light socialization with fellow riders to establish trust. PoolTalk allows users to win UberPool discounts through playing an in-app game with fellow Pool riders during their shared trip. As the Lead UX Designer, I sketched the concept and developed a working prototype.
Low-Fidelity Prototype of PoolTalk
PoolTalk Promotion Screens
App Notification Screens
Rider 1 Screen
Rider 2 Screens
Evaluative Research
Usability Testing | Concept Evaluation
7 participants
I developed a high-fidelity prototype using Adobe XD, which we used to conduct usability testing with 7 Uber riders. The prototype was loaded onto mobile phones provided to the participants during a mock Pool ride. Participants navigated through the application and experience together. At the end of the 20-minute ride, each person provided feedback about the experience and concept, as well as their lasting impressions of the trip.
Final Uber PoolTalk Prototype
Outcome
PoolTalk may offer a greater incentive for riders, as Uber pushes for shared mobility through discounts and promotions. Our concept testing showed that PoolTalk facilitated positive social interaction, and the incentivized discounts appealed to the users we tested. We found that with this addition to the Uber app, riders may be more likely to take Pool rides due to less agitation and distrust of fellow riders.