Uber Mobility Web Booking

Make planning on the web with Uber easy and useful

Redesign of the Uber’s web booking experience, currently live on m.uber.com

Try out the web booking experience live on m.uber.com

My role

  • Led the redesign of Uber’s web booking experience.

  • Created responsive designs across all screen sizes and device types.

  • Collaborated with airport and Reserve team to address different use cases and successfully influenced updates to the native app experience

  • Designed a scalable web framework and reusable components that were adopted by 4+ mobility product teams.

Problem & opportunity

Existing Uber’s web experience

Uber’s rider web previously was a barebones booking experience (which 99.76% of our users haven’t tried) that severely underscores the opportunity on Web

The existing web experience was not designed around planning use cases and does not support existing app features like add-ons, airport destination refinement, multi-stop trip, etc…

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Mobile web experience

Uber’s new verticals

Uber is launching and growing verticals that are more in line with the planning ahead (e.g. Reserve, Rentals). In order to be competitive and drive additional growth, we need to enable these new experiences on the web

Uber Charter

Uber Rent

Uber Travel

Uber Connect

Meeting customers where they are

64% of travel transactions take place on Desktop Web - presenting a huge opportunity to meet customers where they are already doing their planning and booking

Uber’s advantages

Given Uber’s operational strength & scale, as well as our established user trust in providing safe and reliable on-demand transportation, we are well-positioned to bring that “Uber Magic” to planning and other forms of transportation

UX research insights

  • People prefer to do planning or non-immediate tasks on the computer due to the convenience of a larger screen and easier typing

  • The majority of users switch between devices as they go about planning and booking their trips.

  • Uber Desktop Web users are already a lot more inclined towards planning behavior – 10% of Desktop Web bookings are scheduled/reserved, compared to ~1% on App

North star

How might we provide users with a web experience oriented around planned use cases that makes it easy to compare and figure out the best transportation option for every situation.

User experience goals

  • Inspire users to plan with Uber

  • Make planning on the web easy and useful

  • Help users discover the best Uber product for their needs, factoring preferences such as time, cost, and comfort

  • Best utilize web/desktop and industry patterns to meet customers where they sit

Business success metrics

  • Increase R/S of planned ahead bookings on web

  • Increase % share of planned ahead bookings on web

High-level scope overview

Milestone 1

A desktop-optimized foundational booking experience that we can easily iterate on with more features and new verticals

Milestone 2

Enabling more use cases and ride options on all types of devices

Milestone 3+

(not in scope but on the road map)

A comprehensive travel planning ecosystem based on user needs and preferences

Example features:
Draft trips, trip management, upcoming trip notification, accelerator enhancements, Uber Explore, multi-trip booking, bundled & round trips...

Milestone 1

Goals

  • Create a desktop-optimized booking experience that lays the foundation that we can easily iterate on with planning features and new verticals.

  • Create a set of reusable components and a UX standard that can be leveraged to accelerate getting new verticals on the web.

Key features

Global navigation
Entry points to different ride verticals and UberEats

End-to-end single-trip booking
On-demand and reserved rides
A confirmation page with add-ons and ride preferences

Reusable components
A framework that can be leveraged to accelerate getting new verticals on web

User flow

M1 deliverables

Landing page

Landing page

Creating a route

Creating a route

Route overview

Route overview

Product selection

Product selection

Confirm & request

Confirm & request

Milestone 2

Goals

  • Enable airport use cases since they play a big part in travelers’ planning and booking.

  • Have the web experience available in all types of screen sizes and devices.

  • Onboard new verticals on the web to provide users with more transportation options.

Key features

Airport use cases
Reserved airport pickup
Airport destination refinement

Responsive designs
Mobile web
Accommodate small, medium, and large screens

Support new verticals
Connect
Rent
Charter (large group bookings)

Multi-stop trips

Reserve airport pickup experience

Airport Reservation is a priority use case given the volume and utility of airport reservations (this includes airport drop-offs). 64% of users do their travel planning on Desktop Web. Even on Rider Desktop Web today, the share of scheduled rides and reservations on Uber Web is quite high (10%) 

Building out a web experience with planned use cases and airport reservations will help us capitalize on these customer behaviors, creating an offering that complements the Uber ecosystem and helping us reach customers contextually wherever they are doing their planning.

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Uber Rent