UBER
Understanding the customer and rider end-to-end journey, from the first contact to a loyal user. Identifying moments that matter to improve the experience and build emotional brand connections.
Strategy: Insights and Audiences. Journeys and Mapping. Use Cases, Jobs-To-Be-Done.
Ideation: Workshops. Design Thinking. Design Sprint. Prototyping.
Creativity: Value Proposition Design. Experiences Design. Product Design. UX, UI.
Delivery: Data, Insight, Research Platform. Interactive Customer and Rider Journey Map. Experience Toolkit. Playbook.
Client: Uber EMEA, Amsterdam, NL.
Agency: C Space London.
My role: Creative Director + Customer Experience Lead (CX).
1
We spoke to riders and prospective riders worldwide to understand highs and lows and define a memorable rider experience.
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Uber EMEA aims to provide a superior experience to its riders, increase their consideration and promote long-term retention. We helped Uber strengthen its position by addressing its customers’ end-to-end journey and focusing on riders.
We spoke to riders and prospective riders worldwide (London, Johannesburg, Cairo, and Madrid) to understand their Uber highs and lows.
- In-market ridealongs to witness first-hand how our customers experience the service.
- An online community to understand customers’ lives and how they think/feel about Uber.
- A series of acquisition experiences to see what happens when you force someone to sign up and take a ride.
- Co-creative customer workshops to develop and build a map that incorporates multiple perspectives and depth.
- A quantitative survey, to validate our findings and guide prioritisation.
We observed behaviours and emotions and turned it into an end-to-end rider experience map, providing insight into the contextual and market-based nuances that shape riders’ experiences throughout the journey. We then conducted a regression analysis to identify the Moments-That-Matter most to riders across the globe and how satisfied they currently are with Uber in these moments.
2
We observed behaviours and emotions and turned it into an end-to-end experience map.
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Key insight: “A car is so much more than a car. It is a magic carpet, a beauty parlour, a mobile office, a safe haven, a karaoke carpool…”
The 11 identified Moments-That-Matter enabled internal Uber teams to prioritise their existing innovation strategies and areas to focus on when developing new strategies to improve customer experience.
Experience Map iterations.
3
We built an experience activation toolkit within Uber's digital ecosystem. The business impact was cross-functional alignment and a new belief in the power of emotions in rider behaviour.
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We designed an actionable experience toolkit within Uber’s online ecosystem to drive change and business impact.
- Moments-that-matter: the steps in the journey that matter most to riders and make the most difference in driving NPS (Net Promoter Score).
- Interactive Journey Experience Map: an interactive visual representation of the end-to-end experience, from the first contact to an ongoing relationship. The most significant opportunity areas can be used as springboards for inspiration and creativity.
- Uber Experience Playbook: a step-by-step guide to bringing the rider experience insights to life.
- Uber Experience Digital Platform, built on Uber’s own back-end system, enables departments to access the findings, tools, and recommendations to feed into solution design.
Experience Map detail linked to the related Moment-that-matter.
Moment-that-matter linked to the related Experience Platform.
Experience Platform specific opportunity areas.
"The impact of this work could really have only been realised through a strong strategic partnership and C Space understood early on that more than a detailed map of our customer experience, what we really needed were the tools to activate and embed this in the business."
Daniela Nortjé, Customer Experience, Insights, Innovation, Uber EMEA.