Subtle augmentations of existing behaviors. This service design project was included in the MA Design is Human 2016 Exhibition in Atlanta.
Prototype, product video, pitch deck & presentation
Workflow design assets (ex. stakeholder maps, customer journey & service blueprint), business case design, storytelling & copywriting
David Chiang, Sam Weiller
Accessibility is an issue in Midtown Atlanta.
Sidewalks are non-existent or unusable. Crosswalks are often blocked and construction is abundant. We identified three categories of mobility issues: pedestrian, transportation services, and personal transportation.
Uber's ridesharing service was the perfect case study.
Uber's focused on moving things, but it isn't an option for millions of Americans. Passengers with disabilities or service animals may feel uncomfortable calling rides knowing there's no guarantee they'll be able to get in the car. In some cases, drivers will even deny passengers rides. We chose to address the problem through universal design - bringing the same experience to everyone, be it passengers with disabilities, parents with children or older adults. Everyone deserves to get where they need to go.
Accessible transportation has a strong business case.
Not only is this a problem for millions of Americans with mobility issues; money is funneling into transportation innovation. I outlined market research to determine the value of our problem space. We analyzed Uber's current offerings - UberWAV with wheelchair accessible vehicles and UberASSIST with standard cars & trained drivers. Both are separate services available in select cities, with long wait times and poor driver incentives. In the case of UberWAV, passengers cannot pay through the app.
We began by understanding key stakeholder relationships.
First, we wanted to understand who was involved that could impact change. Key actors ranged from government organizations to the press. We decided to focus on the primary relationships between Uber drivers, Uber, and the rider with disabilities. Each relationship needed something different. After identifying key actors' motivations, we challenges ourselves to target a solution for each relationship. This highlighted the values of each party, and the tradeoffs needed to balance all three relationships.
Using the existing service, we reimagined both digital + physical touchpoints.
With the existing customer journey as a starting point, we reimagined touchpoints by creating a service blueprint. Important moments includes the transitions from digital to physical interactions, Uber's role, and the exchange of knowledge throughout.
This stage highlighted the driver and rider as key players. Both experienced the app, as well as key communication touchpoints and physical interactions. We storyboarded basic interactions and key notifications. My teammates, David and Sam, created a new, adapted UI experience including new icons and notifications.
Drivers had a larger role than we anticipated.
Our initial work centered on the passenger's experience. This mindset changed after numerous interviews with Uber drivers and input from an driver experience designer at Uber. With Uber's move into more diverse transportation areas, drivers were more of a focus than initially anticipated. To increase adoption and participation in our new service, I worked to design an incentive structure that benefited the drivers.
"Never underestimate the value of free gas."
We identified the biggest challenges for drivers were experience fitting a wheelchair in their cars and familiarity with appropriate language for communication. Drivers who practiced putting a wheelchair in their car could receive a free tank of gas, and drivers who practiced conversations with an Uber trainer could receive free Starbucks. Additional training for helping individuals with disabilities was also available. Drivers became eligible for additional bonus percentages with each completed training. Bonuses were tied to 5-star ratings.