Uber-Case Study

Andrea Saavedra
5 min readFeb 24, 2020
Image: Uber.com

A fun fact about myself before pursuing UX/UI, used to attend comic conventions around the US. An artist selling fan art & commission illustrations in FL Supercon, NYCC, New Orleans Wizards, Mega Con, Heroes, Dragon Con in Atlanta and more! Assigned a challenge and chose Uber as my product. Method used was the “Jobs To be Done.”


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.

Image Resource: Uber, Type added: Me!

The Brief:

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.

Left Illustration: uber.com, Chart: Me!!!

This ride sharing is accessible anytime and everywhere. Either discover Croatia in style through Uber Boat or avoid traffic from JKF airport to Manhattan by taking a chopper. The analysis conveys by adding more customization to the users, will enhance the overall convenience of services. Significantly, that will separate itself from competitors! Therefore, the company is improving acquired features that’s needed. For instance, first panic button to be executed among their competitors.


Where to start? Unfortunately, many people are aware of its negative history that been publicized through the media such as wages, harassment, CEO and etc. Moreover, a diverse pain points were collected which, made it difficult to focus reflects your best path forward. However affinity map assist finding a common pattern scenarios:

  • Feel driver pushes cancellation fees
  • Long Hauling Routes
  • History of safety claims published in news
  • Improvements in customer to driver experience.
  • Personalization
  • Cost
Illustration: Uber.com, Square w/quotes: Me!

Ever had a bad day at work or after a social event and just wanted to feel isolated on your way to your destination. 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 & disrespectful, especially since you’re in their car. Therefore, how can I help to avoid confrontation and provide a more comfortable experience?

Jobs To Be Done!

Main JTBD:

When a customer request a car sharing ride. They would like to have decisions to customize their experience. Deciding to provide more insight will allow the driver to better interaction.

2nd JTBD:

When a customer request a car sharing ride. They would like indicate the driver how they feel before entering vehicle without being rude. Deciding, a mood status improve the experience of how they are getting to their destination in a polite manner.

Left image: uber.com, Moscow Method: Me

Happy Path:

Brand Attributes:

Below is an example of Uber’s existing design system. 2017 have been re-branded with their own typeface. Minimalistic style. At least 8px padding surrounding the logo. Even own approach to use animation which is all available at https://brand.uber.com/


Wireframe drawing by Andrea Saavedra

Task is enter destination wanted to arrive. Request the driver then, provide additional aspects that would customize your experience to the user needs. Low-fidelity wireframe help organized the flow. However, in mid-fidelity testing resulted did not have similar response because of multiple factors.

The pop up of this feature was unsuccessful for 2 reasons. Not cohesive to express emotion in the minimalistic style of a faceless illustration. Observed that testers wanted the ability to re-edit their mood. Many taps on the exit “x “ of the pop up. Next step, was to reconsider another way to present this new “mood status” to an existing product that many can easily learn & adapt.


Screens provided below conveys customizable service according to the JTBD and staying among the established design system & tile.

After testing, adjusted the new “mood status” feature to alert your to maintain with in layout. Found that people will edit and re-consider if, they want to be talkative. Also, modify language of how it was delivered. At first, asked how they felt, which took a longer a process therefore, resulted a few testers to avoid. It’s objective need to feel cohesive to the design and be editable. Simple is better! It became more successful underneath the drivers/vehicle information.

Key Learning & Next Steps:

Now I understand how a little tiny feature such as the facebook “like button” can take longer in the process. The little details matters significantly to users in an existing brand/product.

Take away was the experience of how to work with an existing design system. A better comprehension of the atomic design. Gain insight of the user journey while requesting a ride, also the interface difference with Android & Mac IOS design systems. Nest step, is to find an approach to input an avatar that will fit into the existing design system.