Driver Personalities
Rider Delight
The work and roadmap of this team were defined and influenced by Design in partnership with UX Research. My role was in leading both design as well as the roadmap and ensuring what we built was a rider-first experience backed by UX Research. This led to ensuring we were focused on the right problem. This was a project where I integrated the brand voice into the product (and veered away from strictly using Design System components - with their blessing of course). Driver Personalities is where Riders could learn more about their Drivers, and Drivers could opt to have a richer profile in the Rider App. I presented this work at multiple Founder Reviews as the project was one that John Zimmer, Lyft’s cofounder, was deeply passionate about given its tie-in to Driver Hospitality.
Success Metrics: Incremental increase in tips
Discovery and Exploratory Phases
We started with UX Research. I partnered with our incredibly talented UX Researcher to understand what drivers wanted to share about themselves and what riders wanted to know about a driver. We also dug into the data on the Driver side of the business to understand what percent of our drivers’ device had a language other than English set. Through the discovery phase, we learned that we needed a solution that looked to strengthen the bond between riders and drivers. We also needed to account for an inclusive experience on the Driver side since a significant percent of our drivers had their language set to something other than English.
Below, are explorations of Driver Personalities for the Rider App (top), and the Driver App (bottom). This project required designing experiences for 2 very different apps, with very different requirements and user base.
As part of the design exploration phase, I explored leveraging motion and transitions to create a more branded experience. The brand color pairings unfortunately don’t always meet accessibility. I paired closely with Design Systems on the motion explorations, though we ultimately decided to cut motion and transitions out of the first iteration of Driver Personalities.
Driver Personalities on the Rider App
This project is an opportunity to inject the brand voice and break from some of the patterns set in the Design System. I explored numerous visual directions that stayed true to the Design System, and some that veered fairly far from it (and everything in between). I explored more sterile profile approaches, and more editorial approaches. In parallel, I partnered closely with Content Strategy on the voice and tone of the experience. For the Rider side, I worked closely with Design Systems, Core Rider, Identity, Brand, and Marketing teams.
Driver Personalities on the Driver App
It was important for this experience to be inclusive, and fit within the UI patterns in the Driver App. I explored visual directions that aligned with the Design System, as well as some that broke with convention. In parallel, I partnered with Content Strategy on ensuring the voice and content were aligned with the tone of the driver app. We made a conscious decision to limit the number of open-ended questions and only have 4 questions (2 multiple choice, and 2 open ended with the multiple choice presented first). For the Driver App experience, I worked closely with Core Driver, Driver Loyalty, and Design Systems.
