Uber Case Study

About Project

Analyze an already existing and highly adopted app and incorporate a new feature into the existing product. The feature you develop will be based on an area of functionality to be explored and compared to user input. Create hi-fidelity prototype of a native app that reflects your best path forward based on research, iteration, and testing.

Live Project
March 2019


Uber business model is ideal for customer to driver interaction. This ride sharing app provides on-demand service to users. Services grown to Uber Eats, Fright, Ride, Boat, Chopper and Business (travel organization for clients & employees). Offering convinces to customers everywhere they go. This ride sharing is accessible anytime and everywhere.

A Diverse pool of data were collected  through surveys, secondary research and interviews. From cancellation before pick up, long haul to empathy of clients feelings. Used the affinity map to narrow my focus on the most paints according to interviews. The analysis conveys by adding more customization to the users, will enhance the overall convenience of services. Significantly, that will separate itself from competitors!

Feature Analysis


Illustration source: uber.com

Ever had a bad day at work or after a social event and just wanted to feel isolated on your commute in a backseat of an Uber. Either put your headphones and not be disturbed while listening to your music. Or just close your eyes in the backseat and not just think, before you finally soaked in your day! Everyone has had a bad day and can relate to that moment when you don’t feel at your social best! However, telling the driver to be quiet would feel rude & insulting, especially since you’re in their car! Therefore, how can I help to avoid confrontation and provide a more comfortable empathetic experience?

Business Proposition Canvas

Illustration source: Uber.com

Moscow Method

Moscow Method

Must have features that customize the user experience and increase driver interaction, so that the company maintains "most valuable product" within business model.

Uber has rebranded itself and added new features. Uber was the first to implement a panic button from its' competitors. We not going to target gender for it's driver filter like Lyft! It's 2020! The idea is focus for the driver understands client's emotional state during their ride.

Low Fidelity

Many changes made in the process especially in the order of the flow. Where would implement the idea! Options either asked mood status before requesting a ride or after accepting price & driver. From testing 60% success after accepting ride.


The new idea wasn't consistent with Uber's overall design system which, is available on site. Need to be harmonious in the flow and visual aesthetics. Pop up was window was a manner that best suites it function. Meanwhile, testing would skip if early in the steps and feel force to answer. Finally, it was positioned to drivers info and allowed user to change status either before and during ride.

High Fidelity