Drive - UberEats
AN ECONOMIC FEATURE FOR COURIERS
PROCESS HIGHLIGHTS
UX feature design from UX research to prototype
Team
Noy Goldenberg
Nataliya Toumarkin
Bar Avizemer
Omer Fefer
Lora Sror
Duration
6 weeks
Nov - Dec 2024
Disciplines
User Experience Design
User Interface Design
Product Management
Responsibilites
UX Research
Problem Framing
Design Thinking
Wireframing
Prototyping
Guerrilla Testing
<--- This is the feature
we designed
OVERVIEW
During Google Reichman's Tech School's UX course, the team needed to design a feature specifically for Uber Eats couriers.
The brief for this project was to discover the challenges the couriers experience and to design a feature for the mobile app which solves the problem.
PROBLEM
Couriers enjoy flexibility but struggle with:
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Financial planning.
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Motivation to work consistently.
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Achieving daily earnings goals.
Why is it important?
Couriers are the backbone of Uber’s operations, connecting customers and businesses. Supporting their ability to plan, stay motivated, and meet earnings goals ensures higher job satisfaction, improved efficiency, and stronger loyalty to the platform.
WHO IS THE USER?
Couriers
Uber couriers are independent freelancers responsible for connecting customers with restaurants and completing deliveries efficiently.
Their work involves navigating the app for assignments, managing routes, and meeting delivery expectations while on tight schedules. The Uber app is their primary tool, enabling them to accept orders, track deliveries, and communicate with customers in real-time.
PERSONA
Meet Idan
Idan represents the average Uber courier, built from insights gathered through interviews with couriers.
Pain points
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Unpredictable earnings and irregular shifts.
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Difficulty maintaining structure without set schedules.
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Physical demands like traffic, weather, and long hours.
"I enjoy the flexibility of this job, but it can be tough to stay on track and save up for what I need."
USER CHALLENGE
How can we help couriers at work make financial decisions that will assist them in planning and achieving their financial goals?
SOLUTION
A tool assists with financial decision-making on a daily basis
A financial goal-setting feature that helps couriers track progress, stay motivated, and achieve their daily earnings targets.
THE PROCESS
From ideation phase to guerilla testing to improvements
IDEATION PHASE
Choosing the most impactful solution
During ideation, multiple approaches were explored to help couriers manage their earnings and stay motivated. The focus was on identifying a solution that balanced ease of use, effectiveness, and business impact.
GUERRILLA TESTING
The users were given a range of tasks to test usability
Set a goal [600 NIS]
Complete delivery process
Find more information on progress
Change goal
RESULTS
Some users did not recognize tapability of the feature
A portion of users struggled to identify the feature's interactive elements, leading to confusion and missed opportunities to engage with the tool. This highlights the need for clearer visual cues to indicate tapability.
IMPROVEMENTS
3 main changes were implemented
Text changes
The instructions are more clear with words like ‘tap to...’
Animation - Hint
Ripple animation around the feature to draw attention
Preview ‘open state’
After setting goal, progress bar is open for 2 seconds before collapsing into the closed format
IMPROVEMENTS
3 main changes were implemented!
Text changes
The instructions are more clear with words like ‘tap to...’
Animation - Hint
Ripple animation around the feature to draw attention
Preview ‘open state’
After setting goal, progress bar is open for 2 seconds before collapsing into the closed format
BUSINESS CHALLENGE
How can we optimize courier performance to boost both couriers' earnings and Uber’s profitability?
BUSINESS VALUE
Win-Win for Couriers and UberEats
Empowering couriers to set and achieve financial goals boosts motivation and efficiency, improving order completions. This balance between supply and demand optimizes resources for better service.
SUCCESS METRICS
How many users
Define their goal
Reuse the feature
Are regular users
The feature's effect on
Number of times goals are reached
Efficiacy - hourly rate
Prototype
NEXT STEPS
If there were more time, the project would expand to include more features such as:
V2
Medium-term goals
Smart shift recommendations
Achievement sharing
Detailed earnings history
V3
Annual goals
Heat maps
Popular earnings "pools"
Interest accumulation
