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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.

Understand

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.

Define

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.

Design

We designed an actionable experience toolkit within Uber’s own 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).

The Uber Rider Experience Map: an interactive visual representation of the end-to-end experience, from the first contact to an ongoing relationship.

The Uber Rider Experience Platforms: the biggest opportunity areas can be used as springboards for inspiration and ideation.

The Uber Rider Experience Playbook: a step-by-step guide to bringing the rider experience insights to life.

The Uber Rider Experience Microsite, built on Uber’s own back-end system, enables departments to access the findings, the tools, and the recommendations to feed into solution design.