Uber
Understanding the end-to-end Uber rider experience improved satisfaction, retention, and brand emotional connections. Our work embedded critical Moments-That-Matter into Uber’s strategy, empowering teams to create meaningful change.
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: CX Design Director.
Interactive Journey Experience Map to visualise the whole rider experience, highlighting key opportunities for innovation.
1
Mapping the Rider Journey: Understanding Key Touchpoints
We spoke to riders and prospective riders worldwide to uncover pain points and define a memorable experience.
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Uber EMEA aimed to enhance rider experience, increase retention, and solidify market leadership. We worked to uncover how people engage with Uber at every stage, identifying opportunities to build stronger connections.
We conducted an in-depth, multi-market research study across London, Johannesburg, Cairo, and Madrid to capture riders’ experiences, emotions, and expectations.
- Ridealongs - Observing real-time rider interactions with Uber in different markets.
- Online Community - Engaging riders to understand their habits, motivations, and pain points.
- Acquisition Studies - Tracking the experience of new users from sign-up to the first ride.
- Co-Creation Workshops - Collaborating with riders to map their journey and identify key emotional moments.
- Quantitative Research - Conducting a global survey to validate findings and prioritise focus areas.
We transformed these insights into an End-to-End Rider Experience Map, revealing contextual and market-specific nuances influencing rider satisfaction. Using regression analysis, we pinpointed the Moments That Matter, the key touchpoints that shape the overall Uber experience.
2
Defining the Moments-That-Matter: A New Understanding of the Uber Experience
We identified 11 critical moments that shape rider perceptions, informing Uber’s innovation strategy.
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"A car is more than just a car. It’s a magic carpet, a beauty salon, a mobile office, a safe haven, a karaoke carpool…”
We discovered that riders experience Uber in deeply personal and varied ways, depending on the context of their journey. Our research defined 11 Moments-That-Matter, each representing a critical point that influences rider satisfaction and brand perception.
These moments became the foundation for Uber’s customer experience innovation roadmap, helping teams prioritise efforts where they would drive the most significant impact. Internal teams across product, operations, marketing, and customer support aligned around these moments, enabling more focused, customer-centric decision-making.
Experience Map iterations.
3
Activating Change: Embedding Insights into Uber’s Digital Ecosystem
We built an interactive toolkit to translate insights into action across Uber’s global teams.
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To turn insights into meaningful impact, we developed an Experience Activation Toolkit within Uber’s internal ecosystem, ensuring teams had the tools to implement change effectively.
We designed a set of actionable digital tools to help Uber teams understand, prioritise, and improve rider experiences:
- Moments-That-Matter Framework - A guide to the touchpoints that have the most significant impact on loyalty and NPS.
- Interactive Journey Experience Map - A dynamic visualisation of the whole rider experience, highlighting key opportunities for innovation.
- Uber Experience Playbook - A step-by-step guide to applying insights in product and service development.
- Uber Experience Digital Platform - A centralised system integrated into Uber’s backend, ensuring all departments have real-time access to customer insights and recommendations.
This project shifted Uber’s approach to rider experience, embedding a new emotion-driven, insight-led mindset into the business. By translating research into clear strategic priorities and practical tools, we enabled Uber to create more seamless, satisfying, and loyalty-driving experiences for riders worldwide.
Uber Experience Digital Platform detail linked to the related Moment-that-matter.
Moment-that-matter framework 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.
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