Deliverables: Packaging design, Advertising, Branding, Motion Graphics & Web
Team Members: Olivia Biordi and Amy H Vo
2024
BRAINSTORMING
We carried out a brainstorming session with each other in the beginning. This allowed us to define the features in the Lyft app, and then later question users in surveys and interviews about Lyft. As seen below, our group defined features and grouped them together depending on what they were most defined as. I ended up focusing on improving navigation, safety, and securityPRELIMINARY RESEARCH
Target Audience: Individuals over 18 and younger than 35 years old that live in Philadelphia
We researched the competitors of lyft, below I compared them.
Uber
Positives - Offers delivery services & reliable drivers
Negatives - More expensive and longer wait times
Septa
Positives - More cost effective and environmentally friendly
Negatives - Safety / cleanliness
Doordash
Positives - Offers food delivery
Negatives - Not a rideshare app & lacks secure safety for orders
The following are graphs created to visualize the data collected from some of our teams research in regards to rideshare apps and questions that aided in our improvement of the app.
When are you most likely to use a rideshare app?
What qualities of the app affect your feeling of safety?
Why would you ever choose a rideshare app over public transportation?
How safe do you feel using Lyft?
SURVEY & INTERVIEW NOTES
○ People overall had a good experience with Lyft○ When wanting to save time people switched to lyft/more drivers available
○ People mainly used rideshare apps in the evening/night and for going out
○ Safety and saving time were people’s biggest priority
○ Ride tracking is a big contributor to making people feel safe while using rideshare apps
○ Overall, support did not seem to be an issue
○ Over 95% of people found Lyft easy to navigate
○ Over 90% of people found the rating system to be satisfactory.
○ 50% of people still had access to a car but 97% still used rideshare apps
MY INTERVIEW TAKE-AWAYS
○
Confusing map features○ People want more map features
○ Communication with rider could be improved
○ People usually used it in unsafe areas / at night. You don’t want to drive through some of these streets though.
CONCEPTUALIZATIONS
Based on our collaborative brainstorming seen on the left, we groupedtogether ideas and then each chose an idea to work on.
My idea's were based on transparency.
Eventually, this narrowed down to my creation of customizable route features.
NEW FEATURE IDEA + NOTES
Problems
○ Safety concerns and adding additional map features
○ When looking over the interviews and surveys I conducted, I noticed the absence of
customizable routes.
○ Many users, myself included, have specific preferences for routes taken during rideshare journeys.
○ Furthermore, in a city like Philadelphia, theres going to be streets or roads you wish to avoid due to safety for various reasons.
○ By giving users the choice to explore different routes, they can make decisions that prioritize safety and efficiency.
○ When looking over the interviews and surveys I conducted, I noticed the absence of
customizable routes.
○ Many users, myself included, have specific preferences for routes taken during rideshare journeys.
○ Furthermore, in a city like Philadelphia, theres going to be streets or roads you wish to avoid due to safety for various reasons.
○ By giving users the choice to explore different routes, they can make decisions that prioritize safety and efficiency.
Supporting Evidence
Question: “How do you find the navigation of Lyft to be?”
Response: “It’s easy and simple because it’s the same as a GPS, it shows you the drivers around you, the pickup spot and your position on the map.”
Supporting Argument: Customizable routes can be integrated seamlessly into the existing navigation system, providing users with an easy and familiar experience.
Question 2: “Are there specific preferences you have when it comes to the routes you take with Lyft?”
Question 2: “Are there specific preferences you have when it comes to the routes you take with Lyft?”
Response: “Rideshare apps should be more honest when there are no drivers around instead of telling you to be patient...”
Supporting Argument: Customizable routes could address user preferences, such as avoiding situations where drivers are scarce, by providing alternative route options.
Information Architecture
Customize Route features on app allows user to easily rearrange their route and update it for the driver.
1.) Select “customize route” when you’re picking your location Add customize route to page where driver is as well
1.) Select “customize route” when you’re picking your location Add customize route to page where driver is as well
2.) Current route highlighted
3.) Add waypoint button
4.) When you tap it it will have a pop up explaining how it works “type in a street above to jump to it” (i re-arranged this later, so how it works is more straightforward)
5.) You can add points to avoid the street or avoid it entirely, or add points to to make your route go a certain direction. tap a waypoint once and then hit the X to remove it
Initial Task Flows
After having defined the features of the app, I created flows for the main tasks. This user flow follows the directions for the new feature I created, that revamps the Lyft app and adds the new “edit route” feature.
FINISHED SCREENS