Pedzai, C. (2024). UX/UI design brief #10: Redesigning Uber App for Increased Holiday Rides. Retrieved from https://uxdesignmastery.com/ux-ui-design-brief-10-redesigning-uber-app-for-increased-holiday-rides/

Practice Project 10: Redesigning Uber App for Increased Holiday Rides

Client: Uber

Timeline: 1–2 weeks. The project is expected to be completed within two weeks.

Objectives

The goal is to redesign the Uber app to boost ride bookings during holiday seasons. This redesign will focus on enhancing user experience, providing holiday-specific features, and optimizing the app’s functionality to handle increased demand.

“The global ride-sharing market is expected to grow from $75.39 billion in 2020 to $117.34 billion in 2021 at a compound annual growth rate (CAGR) of 55.6%.” – Grand View Research
“By 2030, urban areas will be home to more than 60% of the world’s population, leading to increased demand for ride-hailing services.” – McKinsey & Company

Requirements:

• Festive and engaging user interface with holiday themes
• Holiday-specific promotions and discounts
• Enhanced ride booking and tracking features
• Integration of special holiday services (e.g., ride scheduling, gift deliveries)
• Improved communication tools for riders and drivers
• Optimized performance for both iOS and Android platforms
• Safety features and in-app support

Success Metrics to Consider:

• Ride Volume: Increase in the number of rides booked during the holiday season
• User Engagement: Increased daily active users and session duration
• Promotion Utilization: High usage rate of holiday promotions and discounts
• User Satisfaction: Improved user ratings and positive feedback in app stores

Target Audience

Jane Lee, 34 | The Holiday Shopper
NEEDS:
Jane is a busy professional who relies on Uber for her holiday shopping trips. She needs reliable and quick transportation to navigate through the holiday traffic, and she appreciates easy access to in-app holiday deals and discounts. However, she often faces long wait times and difficulty finding available rides during peak shopping hours, which adds to her frustration. Managing multiple shopping bags while commuting also poses a challenge for her.

Michael Patel, 40 | The Family Traveler
NEEDS:
Michael is a parent who uses Uber to travel with his family during the holidays. He needs safe and spacious rides that can accommodate his entire family, with features like car seats and child safety locks. Scheduling rides in advance for holiday events is crucial for him. Unfortunately, he struggles to find large vehicles that meet his requirements and faces challenges in coordinating multiple pickups and drop-offs for family members, all while ensuring the safety and comfort of his children.

Sarah Lee, 28 | The Festive Party Goer
NEEDS:
Sarah is a social butterfly who relies on Uber to attend holiday parties. She seeks affordable and reliable rides, especially during peak party hours, and values the ability to share rides with friends easily. However, she frequently encounters high surge pricing and long wait times during holiday events. Coordinating ride-sharing with friends can also be a hassle, and the uncertainty of ride availability during busy periods adds to her stress.

Requirements

Please test our existing app with users to understand how the current functionality could be improved. Address their biggest pain point.

• User-friendly interface that allows for easy navigation
• Ability to personalize music recommendations based on user preferences
• Option to create and save playlists
• Feature for offline listening as a stronger offering
• Integration with social media platforms for easy sharing
• Ability to purchase concert tickets through the app

Platform

The app should be compatible with either iOS or Android devices. Pay attention to iOS and Android guidelines.

iOS guidelines
Apple iOS Design Guidelines

Android guidelines
Android Material Design Guidelines

References

References that our company would like the app to follow in terms of structure and layout. It will be your job to replicate something close to these examples but add your creative flair to it.

• Lyft
• Didi Chuxing

Specifications / Limitations

App must load quickly; hence, any large interactions must be kept to a minimum.

Deliverables

• Holiday-themed Home Screen: Festive design, quick access to holiday deals and promotions
• Ride Booking Screen: Enhanced map interface, holiday-specific ride options, fare estimates with holiday discounts
• Ride Tracking Screen: Real-time GPS tracking, driver information, estimated arrival times
• Safety and Support Screen: In-app emergency contacts, real-time ride sharing with friends/family, safety tips
• Promotions and Deals Screen: Special holiday offers, discount codes, referral bonuses
• User Profile and Settings: Personal information, payment methods, ride history, preferences

Testing and Results Section

Show your wireframes to 5 people and ask them using your designs what they think about them, what they would improve, and an overall rating.

Take their feedback, iterate the designs, and have a final round of testing with 5 users. See that you improve your overall rating. If not, go back to the drawing board, change your designs, and retest.