Lyft

Project Type

UX, Mobile App, Feature Integration

Overview

Lyft is a ride sharing app that allows users to request a ride in minutes. Several ride options are offered, including pooling rides with other passengers at a lower cost.

Opportunity

Social media and the “sharing economy” have blurred the social boundaries that exist in taxis. In a Lyft, riders know their driver’s name and s/he knows theirs. Names are often exchanged as confirmation of correct driver/passenger, lowering social barriers. Lyft drivers use their own cars and act like hosts, making conversation and offering things to passengers, lowering social barriers even more for everyone in the car. All of this creates a favorable environment for meeting new people. Lyft wants to create a feature that will support this phenomenon that’s emerging and help riders connect with drivers and other passengers.

Goals

Provide users with options to link social media accounts to their current Lyft profile. This will allow users to have a more social experience during their ride and post-ride.

Approach & Deliverables

This project was conceptualized and undertaken as practice although it is following a UX design process, this project is not forecasted to ship or become a real product.

Role

Concepting
Wireframing
Prototyping
User Research
Interaction Design
Copywriting
User Testing
Visual Design
Presentation Design

Tools Used

Sketch
InVision
Paper + Pencil

Project Duration

2 weeks

View on Medium

 Process

1

Research

Screener Survey
User Interviews

2

Analysis

Feature Prioritization
Affinity Mapping

3

Ideation

Design Studio
Low-Fidelity Wireframes

4

Design

Mid-Fidelity Wireframes
Hi-Fidelity Wireframes

5

Feedback

User Testing
Post-Testing Survey

6

Conclusion

Retrospective
Next Steps

Research

Screener Survey

The screener survey consisted of 6 preliminary questions that would allow us to best select our users for research. We based our screener survey questions aiming for the type of user that would be attracted to use a social feature. Our screener survey resulted in 31 out of 44 eligible interviewees, we interviewed 11 out of those.

Following the screener survey, we conducted 11 user interviews via phone, video chat, and in-person as well.

The ages ranged from 21-41 years old
50% male + 50% female participants

All were Lyft users.

 

Analysis 

Identifying pain points

We used affinity mapping to gather insights on our user interviews. This allowed us to identify Lyft users’ pain points. Some pain points we found were:

  • Users do not like to be spoken to during their ride

  • Users typically wear headphones or prefer to listen to music opposed to interacting with passengers and drivers

  • Users typically engage with their phones more than they do with other passengers

Key Insights

There were some other key insights that related to the Lyft user’s social experience as well.

  • Users enjoy using social media to make connections

  • Passengers use Lyft if it is the cheaper option at time of ride

  • Users typically left good ratings for drivers or none at all

Feature Prioritization

Ideation

We sketched low-fidelity wireframes during a couple rounds of design studio, then collaborated on a whiteboard to merge our ideas together to create one “final” version of the design for each of the feature’s screen. We also decided on the key features this way.

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Social Media

profile.png

Social Profile

Messaging


Lo-Fi Wireframes  - Settings menu including social settings + User profile w/ interests, social media and recommendations
Lo-Fi Wireframes  - Logged in user view of profile + post-ride driver screen

Design 

Mid-Fidelity Wireframes

Hi-Fidelity Wireframes

Feedback

User Testing

We conducted two rounds of user testing amongst 8 individuals each time using a mid-fidelity prototype. We found that all users were able to complete the given tasks, although we were surprised to see users take a secondary path as opposed to the “happy path.”

We believe that users were able to complete these common tasks because they’re familiar with them due to the large amount of apps that integrate social media already. We found that integrating this feature would be easily adaptable because of this.

Sample Task: Make Profile Private
72% Indirect Success + 28% Success

Scenarios & Tasks

Scenario 1: You pull up your Lyft app to request a ride and see that Lyft now lets you add your other social media accounts to your profile.

Task 1: Add your Instagram account to your Lyft profile.


Scenario 2: You shared a ride with Samantha during your most recent ride and enjoyed her company and conversation and decide you’d like to add her as a friend.

Task 2: Find Samantha’s profile and add her as a friend.


Scenario 3: You request a Lyft Line ride but don’t feel like being social. You want to hide your information from others in the car.

Task 3: Switch your profile to private view.

Scenario 4: You’re new to the city. You ask your driver for good places to eat around the area. You’re in luck, he keeps a detailed list of recommendations in his Yelp account.

Task 4: Follow your driver on Yelp.

Round 2

Scenario 1: You recently shared a ride with a passenger and had really nice conversation. Before you know it, her destination is reached and you never got to exchange numbers.

Task 1: Find Samantha’s profile and add her as a friend.

Scenario 2: You request a Lyft Line ride but don’t feel like being social. You want to hide your information from others in the car.

Task 2: Switch your profile to private view.

Survey Post-Test

Did you find this app/site useful?

How did this compare to the app/sites you usually use?

Is there anything you’d expect to be able to do that you couldn’t do?

On a scale of 1 - 5, how easy/difficult was it to complete your tasks?


Common Feedback After User Testing

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Positive

Users were able to quickly complete the tasks and most were comfortable doing so.

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Neutral

Users were not necessarily intrigued by the social feature, it seemed familiar to them.

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Negative

A large amount of users wished the private feature also “muted” their driver.

Conclusion 

Key Insights

Users prefer to user social media to make new connections. Having social media accounts linked in the Lyft app facilitates doing so.

Social media integration is already a well-known and extensively used feature on other several mobile apps, so users would be able to easily adapt.

This feature will benefit users wishing to expand their social network and increase their ride comfort by providing an option to get to know their fellow passengers and drivers.

Next Steps

Based on the user testing and user’s feedback, we’d like to incorporate the “mute the driver” feature as it seemed that it would be widely used by current users. Also, we’d like to conduct further testing on the “icebreaker” feature which could be a deciding factor for someone to decide to interact with another passenger while in shared Lyft ride.

Feature Integration Pitch Deck