SlideShare a Scribd company logo
1 of 21
Download to read offline
© 2015 The App Business
8 Things Uber Can Teach You
Essential lessons in product design
Join the conversation
twitter.com/theappbusiness
© 2015 The App Business
“In the past, modifying people's behaviour meant advertising.
Today, companies can change behaviour through incredible
user experience.”*
Uber can be thought of as the ultimate ‘habit-forming’ service. The
experience is often so good, that after your first ride, you’ll probably never
go back to using a regular taxi again.
Uber didn’t do this by changing the vehicle or retraining drivers. Instead, it
built an app that fundamentally changed how we order, meet, and pay for a
car.
By taking a broader view of what a car service could be, Uber was able to
totally reimagine the entire experience - offering relentless reliability and a
seamless system that addressed many of the issues that plagued the
‘analogue’ taxi experience.
* Nir Eyal, Author of Hooked: How to Build Habit-Forming Products
© 2015 The App Business
Attract new users,
and get them smoothly through the gate.
01
© 2015 The App Business
Uber sets the benchmark for friction-free onboarding. Every
step in the process has been painstakingly considered - and
streamlined further - to make it as quick and painless as
possible for the user.
Connecting through a Facebook account (top right), for example, saves
time during onboarding by automatically filling in otherwise tedious
information fields. Payment details are captured in a similarly easy fashion:
just hold your debit/credit card in front of your camera. The app reads the
numbers and inputs the information automatically without requiring the
user to do anything further (bottom right).
Once your personal and payment details are in, you are good to go - Uber
won’t trouble you for the information again. The hassle of payment just
‘disappears’ from the experience altogether.
© 2015 The App Business
Perhaps one of the reasons Uber has been able to grow its
user base so astronomically is due to its clever and strategic
use of incentives.
The beauty of this process is that loyal customers become highly effective
salespeople. The individual in return gets a reward, namely more credit on
their account, whenever someone new in their network uses their unique
code and takes their ride. The more influence you have, the more credit
you earn. It’s a win-win and a mutually beneficial bargain.
Like everything Uber does, the process of referral is designed to be
incredibly easy. There are no big forms to fill out, slow webpages to wait on
or any need to switch from your phone to your desktop - everything can be
done within the app. They even provide users with the choice to send out
invites via email, social media or text message.
© 2015 The App Business
Make it so simple,
even a first-timer ‘knows’ what to do next.
02
© 2015 The App Business
Uber’s user interface (UI) is so simple and intuitive that it
doesn’t need to ‘teach’ new users how to operate the app.
It’s obvious.
At the core of the app is a map with the user’s location at the centre.
Available drivers roam around them, and the entire booking process
happens seamlessly on just one screen.
It all adds up to an incredibly simple experience that allows even the most
inexperienced user to feel confident and in control at every stage.
Colour is used strategically and the most important elements stand out
from everything else on the screen. The black buttons are impossible to
miss and encourage users to tap on them to proceed with their booking.
© 2015 The App Business
Require only the bare minimum
for a user to achieve their goal.
03
© 2015 The App Business
Uber is a great blueprint for design thinking. They have
nailed the critical question: “What is the least amount of
work a user has to do, to achieve their desired outcome?”
Stripping the process of booking a car to its bare essentials, there are
just three simple interactions a user needs to fulfil their needs:
1. Set pickup location
2. Select type of vehicle
3. Request driver
And at every step, Uber has once again painstakingly considered how
they could make the experience as fast and effortless as possible.
Upon opening the app, users can immediately see the available cars
nearby, the pickup location automatically centres on their current
location and the previously used vehicle is set as default.
In most cases, the entire process can be completed in just two taps -
and this is even further refined to just one single interaction with
wearables like the Apple Watch, shown right.
© 2015 The App Business
Use simple, actionable notifications
to inform and reassure users.
04
© 2015 The App Business
Uber uses notifications to convey only the information that is
absolutely integral to your experience and which needs to be
acted upon immediately.
This means users don’t have to check the app to find out about their
booking status: all of this information is sent to them proactively and at
the right moment, when they actually need it. In most cases, users will
only receive two notifications during their Uber experience:
The first notification (top right) arrives as soon as the driver has accepted
the booking. If the user then opens the app to find out more, they are
greeted with the name and picture of the driver, registration number, car
type, real-time location and ETA. All of which is vital information that
helps make the user feel in control and reassured.
The second notification (bottom right) occurs when the driver is near,
letting the user know that their Uber is arriving imminently. This triggers
the user to look out for the driver and hop in the car.
Notification 1
Notification 2
© 2015 The App Business
Utilise data-driven insights
to power and continuously improve your UX.
05
© 2015 The App Business
Data has allowed Uber to address many of the major
frustrations that plagued the ‘analogue’ taxi industry - such
as ordering a taxi, knowing how much it is going to cost in
advance, and how long it will take to arrive.
Uber uses real-time analytics to provide fare estimates, driver location
and estimated time to pick-up. It then creates pricing based on market
driven forces of supply and demand.
Uber also utilises data to ensure driver supply is available to reduce wait
time and meet demand. It tracks its users’ location data to alert drivers
where there are hot spots of high demand.
Also, by looking at past data, Uber can anticipate when there are likely to
be shortages of drivers, and then proactively launch targeted campaigns
to stimulate supply. This ensures that customers enjoy a more responsive,
efficient service.
© 2015 The App Business
Uber thrives on customer feedback and transparency.
Before users can book their next ride, they must rate their
previous experience out of 5 stars. Drivers also have to rate
their passenger before they can pick up their next fare.
Capturing feedback is essential to maintaining the integrity of the service
by ensuring that the best drivers are allowed to keep driving for Uber. It
also means that he best passengers are given preference over those that
have a lower rating.
Uber’s local community managers make it their mission to be there for
customers when they have any issues with the service. Their ‘always on’,
24/7 customer support capabilities allows them to address issues in real
time, and they have a no quibbles approach to refunds if the service is
ever at fault.
By maintaining this ‘always on’ approach to customer service, Uber can
continuously improve its product offering and pinpoint any flaws in the
user experience much more rapidly than traditional taxi companies.
© 2015 The App Business
Grow global,
but think local.
06
© 2015 The App Business
Uber has seen its fair share of legal controversy and has
been labelled a bully by the global media. Regardless of
the veracity of this, what remains interesting is that
people still love Uber!
This can be attributed to its efforts to align itself with user needs,
and get in-touch with local culture to generate public support at a
grassroots level.
Uber’s global expansion work has been paradoxically hyperlocal. Each
market has its own customer service team, a city-specific social
media team, thoughtful marketing and local partnerships tailored to
the population to foster community.
TOP: In Delhi, Uber celebrated Holi, the festival of colours, by bringing colours and water balloons on demand.
BOTTOM LEFT: Uber celebrated Chinese New Year by bringing lion dances on demand to China and Singapore.
BOTTOM RIGHT: Uber celebrated St Patrick’s Day in Sydney with green cars in the app.
© 2015 The App Business
Have a little fun,
and be human.
07
© 2015 The App Business
Although at a high level, Uber is really good at connecting
people with rides within minutes, it doesn’t take itself
too seriously.
Uber isn’t afraid to have a little fun with what they can deliver and
this lends a powerful, compelling personality to the company.
Uber has delivered everything from ice-creams to kittens - and they
have even even gone so far as to offer chopper rides to exotic
locations. Whilst not every company can do this, the underlying idea
here is a strong one: don’t be afraid of letting your hair down and
having a little fun. It’s worth it to surprise and delight your customers
every now and then.
© 2015 The App Business
Keep experimenting
and keep evolving.
08
© 2015 The App Business
The key to any company's long-term growth is its ability
to identify how its products and services of today can
form the infrastructure of a bigger, better business
model tomorrow.
Although Uber started as an on-demand car service, the company
continues to experiment and evolve into a real-time logistics
network, continually testing new products that benefit both
customers and the cities in which it operates.
Today, Uber is experimenting with a bike messenger service in NYC, a
cargo service in Hong Kong, and even an on-demand food delivery
service in Chicago.
And tomorrow? We’ll have to wait and see.
R U S H
TOP: In New York, Uber experiments with a bike messenger service..
BOTTOM LEFT: Uber’s on-demand food delivery service in Chicago..
BOTTOM RIGHT: Hong Kong’s cargo service, courtesy of Uber.
© 2015 The App Business
Ready to transform your business?
Time to think mobile, and get in touch.
—
enquiries@theappbusiness.com
+44 203 657 9785
The App Business | The Spitfire Building, 71 Collier Street, London N1 9BE | www.theappbusiness.com

More Related Content

What's hot

What's hot (20)

Business Model of UBER
Business Model of UBERBusiness Model of UBER
Business Model of UBER
 
Uber's Business Model
Uber's Business ModelUber's Business Model
Uber's Business Model
 
10 Step Marketing Plan - UBER
10 Step Marketing Plan - UBER10 Step Marketing Plan - UBER
10 Step Marketing Plan - UBER
 
UBER-Current Strategy, Competition Analysis and Global Expansion
UBER-Current Strategy, Competition Analysis and Global ExpansionUBER-Current Strategy, Competition Analysis and Global Expansion
UBER-Current Strategy, Competition Analysis and Global Expansion
 
Uber Case Presentation
Uber Case PresentationUber Case Presentation
Uber Case Presentation
 
Uber case study
Uber case studyUber case study
Uber case study
 
UBER
UBERUBER
UBER
 
Uber technologies inc
Uber technologies inc Uber technologies inc
Uber technologies inc
 
Uber Analytics Test
Uber Analytics TestUber Analytics Test
Uber Analytics Test
 
Uber presentation final
Uber presentation finalUber presentation final
Uber presentation final
 
Uber Presentation
Uber PresentationUber Presentation
Uber Presentation
 
UBER Strategy
UBER StrategyUBER Strategy
UBER Strategy
 
Uber
UberUber
Uber
 
Presentation2 - uber
Presentation2 - uberPresentation2 - uber
Presentation2 - uber
 
Uber's Business Model _ Abii-Ndoh, Godwin
Uber's Business Model _ Abii-Ndoh, GodwinUber's Business Model _ Abii-Ndoh, Godwin
Uber's Business Model _ Abii-Ndoh, Godwin
 
Uber
UberUber
Uber
 
Uber -MBA Pondicherry
Uber   -MBA Pondicherry Uber   -MBA Pondicherry
Uber -MBA Pondicherry
 
RideConnect Pitch Deck
RideConnect Pitch DeckRideConnect Pitch Deck
RideConnect Pitch Deck
 
Ola cabs
Ola cabsOla cabs
Ola cabs
 
Uber
UberUber
Uber
 

Viewers also liked

Tactical Brand Marketing Plan - UBER Munich, Germany
Tactical Brand Marketing Plan - UBER Munich, GermanyTactical Brand Marketing Plan - UBER Munich, Germany
Tactical Brand Marketing Plan - UBER Munich, GermanyEvelyn Sindermann
 
Blue Ocean Strategy and Starbucks
Blue Ocean Strategy and StarbucksBlue Ocean Strategy and Starbucks
Blue Ocean Strategy and StarbucksSadat Faruque
 
Uber technologies, Inc. Business analysis
Uber technologies, Inc. Business analysisUber technologies, Inc. Business analysis
Uber technologies, Inc. Business analysisOmar Khafagy
 
La marque employeur disruptée
La marque employeur disruptéeLa marque employeur disruptée
La marque employeur disruptéeFabernovel
 
Blue Ocean Strategy Summary
Blue Ocean Strategy SummaryBlue Ocean Strategy Summary
Blue Ocean Strategy Summaryjessestarmer
 
Ola Cabs: Dominating India and Challenging Uber at Global Level
Ola Cabs: Dominating India and Challenging Uber at Global LevelOla Cabs: Dominating India and Challenging Uber at Global Level
Ola Cabs: Dominating India and Challenging Uber at Global LevelJeffrey Funk Business Models
 
McKinsey Slides Examples
McKinsey Slides ExamplesMcKinsey Slides Examples
McKinsey Slides ExamplesLewis Lin 🦊
 
UBER: THE TRANSPORTATION VIRUS
UBER: THE TRANSPORTATION VIRUSUBER: THE TRANSPORTATION VIRUS
UBER: THE TRANSPORTATION VIRUSFabernovel
 
Blue Ocean Strategy - Summary and Examples
Blue Ocean Strategy - Summary and ExamplesBlue Ocean Strategy - Summary and Examples
Blue Ocean Strategy - Summary and ExamplesKhai Biau Yip
 
Business Model Design and Innovation for Competitive Advantage
Business Model Design and Innovation for Competitive AdvantageBusiness Model Design and Innovation for Competitive Advantage
Business Model Design and Innovation for Competitive AdvantageAlexander Osterwalder
 
Zenpayroll Pitch Deck Template
Zenpayroll Pitch Deck TemplateZenpayroll Pitch Deck Template
Zenpayroll Pitch Deck TemplateJoseph Hsieh
 
AdPushup Fundraising Deck - First Pitch
AdPushup Fundraising Deck - First PitchAdPushup Fundraising Deck - First Pitch
AdPushup Fundraising Deck - First Pitchadpushup
 
How Wealthsimple raised $2M in 2 weeks
How Wealthsimple raised $2M in 2 weeksHow Wealthsimple raised $2M in 2 weeks
How Wealthsimple raised $2M in 2 weeksWealthsimple
 
AppVirality.com - Investor Pitch Deck
AppVirality.com - Investor Pitch DeckAppVirality.com - Investor Pitch Deck
AppVirality.com - Investor Pitch DeckLaxman Papineni
 
500’s Demo Day Batch 16 >> Podozi
500’s Demo Day Batch 16 >>  Podozi500’s Demo Day Batch 16 >>  Podozi
500’s Demo Day Batch 16 >> Podozi500 Startups
 
Swipes pitch deck for Beta Pitch 2013 Finals in Berlin
Swipes pitch deck for Beta Pitch 2013 Finals in BerlinSwipes pitch deck for Beta Pitch 2013 Finals in Berlin
Swipes pitch deck for Beta Pitch 2013 Finals in BerlinSwipes App
 
The deck we used to raise $270k for our startup Castle
The deck we used to raise $270k for our startup CastleThe deck we used to raise $270k for our startup Castle
The deck we used to raise $270k for our startup Castleentercastle
 

Viewers also liked (20)

Tactical Brand Marketing Plan - UBER Munich, Germany
Tactical Brand Marketing Plan - UBER Munich, GermanyTactical Brand Marketing Plan - UBER Munich, Germany
Tactical Brand Marketing Plan - UBER Munich, Germany
 
Blue Ocean Strategy and Starbucks
Blue Ocean Strategy and StarbucksBlue Ocean Strategy and Starbucks
Blue Ocean Strategy and Starbucks
 
Uber technologies, Inc. Business analysis
Uber technologies, Inc. Business analysisUber technologies, Inc. Business analysis
Uber technologies, Inc. Business analysis
 
La marque employeur disruptée
La marque employeur disruptéeLa marque employeur disruptée
La marque employeur disruptée
 
Yelp final
Yelp finalYelp final
Yelp final
 
Blue Ocean Strategy Summary
Blue Ocean Strategy SummaryBlue Ocean Strategy Summary
Blue Ocean Strategy Summary
 
Ola Cabs: Dominating India and Challenging Uber at Global Level
Ola Cabs: Dominating India and Challenging Uber at Global LevelOla Cabs: Dominating India and Challenging Uber at Global Level
Ola Cabs: Dominating India and Challenging Uber at Global Level
 
McKinsey Slides Examples
McKinsey Slides ExamplesMcKinsey Slides Examples
McKinsey Slides Examples
 
UBER: THE TRANSPORTATION VIRUS
UBER: THE TRANSPORTATION VIRUSUBER: THE TRANSPORTATION VIRUS
UBER: THE TRANSPORTATION VIRUS
 
Blue Ocean Strategy - Summary and Examples
Blue Ocean Strategy - Summary and ExamplesBlue Ocean Strategy - Summary and Examples
Blue Ocean Strategy - Summary and Examples
 
Case Study: Starbucks
Case Study: StarbucksCase Study: Starbucks
Case Study: Starbucks
 
Business Model Design and Innovation for Competitive Advantage
Business Model Design and Innovation for Competitive AdvantageBusiness Model Design and Innovation for Competitive Advantage
Business Model Design and Innovation for Competitive Advantage
 
SteadyBudget's Seed Funding Pitch Deck
SteadyBudget's Seed Funding Pitch DeckSteadyBudget's Seed Funding Pitch Deck
SteadyBudget's Seed Funding Pitch Deck
 
Zenpayroll Pitch Deck Template
Zenpayroll Pitch Deck TemplateZenpayroll Pitch Deck Template
Zenpayroll Pitch Deck Template
 
AdPushup Fundraising Deck - First Pitch
AdPushup Fundraising Deck - First PitchAdPushup Fundraising Deck - First Pitch
AdPushup Fundraising Deck - First Pitch
 
How Wealthsimple raised $2M in 2 weeks
How Wealthsimple raised $2M in 2 weeksHow Wealthsimple raised $2M in 2 weeks
How Wealthsimple raised $2M in 2 weeks
 
AppVirality.com - Investor Pitch Deck
AppVirality.com - Investor Pitch DeckAppVirality.com - Investor Pitch Deck
AppVirality.com - Investor Pitch Deck
 
500’s Demo Day Batch 16 >> Podozi
500’s Demo Day Batch 16 >>  Podozi500’s Demo Day Batch 16 >>  Podozi
500’s Demo Day Batch 16 >> Podozi
 
Swipes pitch deck for Beta Pitch 2013 Finals in Berlin
Swipes pitch deck for Beta Pitch 2013 Finals in BerlinSwipes pitch deck for Beta Pitch 2013 Finals in Berlin
Swipes pitch deck for Beta Pitch 2013 Finals in Berlin
 
The deck we used to raise $270k for our startup Castle
The deck we used to raise $270k for our startup CastleThe deck we used to raise $270k for our startup Castle
The deck we used to raise $270k for our startup Castle
 

Similar to 8 Things Uber Can Teach You

13-benefits-of-building-an-app-like-uber-dmsblog.pdf
13-benefits-of-building-an-app-like-uber-dmsblog.pdf13-benefits-of-building-an-app-like-uber-dmsblog.pdf
13-benefits-of-building-an-app-like-uber-dmsblog.pdfDMSInfosystem1
 
How to Build an App Like Uber
How to Build an App Like UberHow to Build an App Like Uber
How to Build an App Like UberEngineerBabu
 
Brilliant Startup Ideas For On Demand App Development
 Brilliant Startup Ideas For On Demand App Development Brilliant Startup Ideas For On Demand App Development
Brilliant Startup Ideas For On Demand App DevelopmentInnofied Solution
 
UBER (Technological Environment)
UBER (Technological Environment)UBER (Technological Environment)
UBER (Technological Environment)hilal12
 
Taxi Booking App Development_ a comprehensive guide.pdf
Taxi Booking App Development_ a comprehensive guide.pdfTaxi Booking App Development_ a comprehensive guide.pdf
Taxi Booking App Development_ a comprehensive guide.pdfJPLoft Solutions
 
FinalReport_Shelby_Whittaker_Bus32.
FinalReport_Shelby_Whittaker_Bus32.FinalReport_Shelby_Whittaker_Bus32.
FinalReport_Shelby_Whittaker_Bus32.Shelby Harris
 
Taxi booking app benefits
Taxi booking app benefitsTaxi booking app benefits
Taxi booking app benefitsPaul Bluman
 
Taxi booking app benefits
Taxi booking app benefitsTaxi booking app benefits
Taxi booking app benefitsPaul Bluman
 
Getting Your Taxi Business Off the Ground with an Uber Clone
Getting Your Taxi Business Off the Ground with an Uber CloneGetting Your Taxi Business Off the Ground with an Uber Clone
Getting Your Taxi Business Off the Ground with an Uber CloneCubetaxi Technolabs
 
The reasons for giving up Uber In China.PDF
The reasons for giving up Uber In China.PDFThe reasons for giving up Uber In China.PDF
The reasons for giving up Uber In China.PDFProshanto Saha
 
A simple guide to developing an Uber-like app for trucks
A simple guide to developing an Uber-like app for trucksA simple guide to developing an Uber-like app for trucks
A simple guide to developing an Uber-like app for trucksNoman Shaikh
 
Uber and its expansion strategy in China
Uber and its expansion strategy in ChinaUber and its expansion strategy in China
Uber and its expansion strategy in ChinaChristian Inda
 
20110829 - DirectDispatcher
20110829 - DirectDispatcher20110829 - DirectDispatcher
20110829 - DirectDispatcherSamuel Colak
 
A simple guide to developing an Uber-like app for trucks
A simple guide to developing an Uber-like app for trucksA simple guide to developing an Uber-like app for trucks
A simple guide to developing an Uber-like app for trucksNoman Shaikh
 

Similar to 8 Things Uber Can Teach You (20)

13-benefits-of-building-an-app-like-uber-dmsblog.pdf
13-benefits-of-building-an-app-like-uber-dmsblog.pdf13-benefits-of-building-an-app-like-uber-dmsblog.pdf
13-benefits-of-building-an-app-like-uber-dmsblog.pdf
 
Cab booking app
Cab booking appCab booking app
Cab booking app
 
How to Build an App Like Uber
How to Build an App Like UberHow to Build an App Like Uber
How to Build an App Like Uber
 
Brilliant Startup Ideas For On Demand App Development
 Brilliant Startup Ideas For On Demand App Development Brilliant Startup Ideas For On Demand App Development
Brilliant Startup Ideas For On Demand App Development
 
UBER (Technological Environment)
UBER (Technological Environment)UBER (Technological Environment)
UBER (Technological Environment)
 
Taxi Booking App Development_ a comprehensive guide.pdf
Taxi Booking App Development_ a comprehensive guide.pdfTaxi Booking App Development_ a comprehensive guide.pdf
Taxi Booking App Development_ a comprehensive guide.pdf
 
How much does an app like ola cab cost
How much does an app like ola cab cost How much does an app like ola cab cost
How much does an app like ola cab cost
 
Class activity 3
Class activity 3   Class activity 3
Class activity 3
 
FinalReport_Shelby_Whittaker_Bus32.
FinalReport_Shelby_Whittaker_Bus32.FinalReport_Shelby_Whittaker_Bus32.
FinalReport_Shelby_Whittaker_Bus32.
 
Taxi booking app benefits
Taxi booking app benefitsTaxi booking app benefits
Taxi booking app benefits
 
Taxi booking app benefits
Taxi booking app benefitsTaxi booking app benefits
Taxi booking app benefits
 
Getting Your Taxi Business Off the Ground with an Uber Clone
Getting Your Taxi Business Off the Ground with an Uber CloneGetting Your Taxi Business Off the Ground with an Uber Clone
Getting Your Taxi Business Off the Ground with an Uber Clone
 
Uber - Business Model Canvas
Uber - Business Model CanvasUber - Business Model Canvas
Uber - Business Model Canvas
 
The reasons for giving up Uber In China.PDF
The reasons for giving up Uber In China.PDFThe reasons for giving up Uber In China.PDF
The reasons for giving up Uber In China.PDF
 
A simple guide to developing an Uber-like app for trucks
A simple guide to developing an Uber-like app for trucksA simple guide to developing an Uber-like app for trucks
A simple guide to developing an Uber-like app for trucks
 
Cab competitor analysis
Cab competitor analysisCab competitor analysis
Cab competitor analysis
 
Uber and its expansion strategy in China
Uber and its expansion strategy in ChinaUber and its expansion strategy in China
Uber and its expansion strategy in China
 
20110829 - DirectDispatcher
20110829 - DirectDispatcher20110829 - DirectDispatcher
20110829 - DirectDispatcher
 
Marketing ppt
Marketing pptMarketing ppt
Marketing ppt
 
A simple guide to developing an Uber-like app for trucks
A simple guide to developing an Uber-like app for trucksA simple guide to developing an Uber-like app for trucks
A simple guide to developing an Uber-like app for trucks
 

More from The App Business

TAB: Becoming the Insurer of the Future
TAB: Becoming the Insurer of the FutureTAB: Becoming the Insurer of the Future
TAB: Becoming the Insurer of the FutureThe App Business
 
Monzo and the future of retail banking
Monzo and the future of retail bankingMonzo and the future of retail banking
Monzo and the future of retail bankingThe App Business
 
The Pursuit of Product Excellence: The Mobile Opportunity for UK Banks
The Pursuit of Product Excellence: The Mobile Opportunity for UK BanksThe Pursuit of Product Excellence: The Mobile Opportunity for UK Banks
The Pursuit of Product Excellence: The Mobile Opportunity for UK BanksThe App Business
 
iOS 10 - What you need to know
iOS 10 - What you need to knowiOS 10 - What you need to know
iOS 10 - What you need to knowThe App Business
 
The right way to influence behaviour with technology
The right way to influence behaviour with technologyThe right way to influence behaviour with technology
The right way to influence behaviour with technologyThe App Business
 
Android M Pre-Release Briefing
Android M Pre-Release Briefing Android M Pre-Release Briefing
Android M Pre-Release Briefing The App Business
 
iOS 9 Pre-release Briefing
iOS 9 Pre-release BriefingiOS 9 Pre-release Briefing
iOS 9 Pre-release BriefingThe App Business
 
iOS 8 Pre-Release Briefing
iOS 8 Pre-Release BriefingiOS 8 Pre-Release Briefing
iOS 8 Pre-Release BriefingThe App Business
 
Test first, code later: the value of embedding test engineers
Test first, code later: the value of embedding test engineersTest first, code later: the value of embedding test engineers
Test first, code later: the value of embedding test engineersThe App Business
 

More from The App Business (10)

TAB: Becoming the Insurer of the Future
TAB: Becoming the Insurer of the FutureTAB: Becoming the Insurer of the Future
TAB: Becoming the Insurer of the Future
 
Finding Your Voice
Finding Your VoiceFinding Your Voice
Finding Your Voice
 
Monzo and the future of retail banking
Monzo and the future of retail bankingMonzo and the future of retail banking
Monzo and the future of retail banking
 
The Pursuit of Product Excellence: The Mobile Opportunity for UK Banks
The Pursuit of Product Excellence: The Mobile Opportunity for UK BanksThe Pursuit of Product Excellence: The Mobile Opportunity for UK Banks
The Pursuit of Product Excellence: The Mobile Opportunity for UK Banks
 
iOS 10 - What you need to know
iOS 10 - What you need to knowiOS 10 - What you need to know
iOS 10 - What you need to know
 
The right way to influence behaviour with technology
The right way to influence behaviour with technologyThe right way to influence behaviour with technology
The right way to influence behaviour with technology
 
Android M Pre-Release Briefing
Android M Pre-Release Briefing Android M Pre-Release Briefing
Android M Pre-Release Briefing
 
iOS 9 Pre-release Briefing
iOS 9 Pre-release BriefingiOS 9 Pre-release Briefing
iOS 9 Pre-release Briefing
 
iOS 8 Pre-Release Briefing
iOS 8 Pre-Release BriefingiOS 8 Pre-Release Briefing
iOS 8 Pre-Release Briefing
 
Test first, code later: the value of embedding test engineers
Test first, code later: the value of embedding test engineersTest first, code later: the value of embedding test engineers
Test first, code later: the value of embedding test engineers
 

Recently uploaded

What is the Best Way to Track Employee Vacation Time?
What is the Best Way to Track Employee Vacation Time?What is the Best Way to Track Employee Vacation Time?
What is the Best Way to Track Employee Vacation Time?Managry
 
Expense Management Maximizing Efficiency for Business Success
Expense Management Maximizing Efficiency for Business SuccessExpense Management Maximizing Efficiency for Business Success
Expense Management Maximizing Efficiency for Business SuccessManagry
 
Institutions Supporting Small Business Enterprises.pptx
Institutions Supporting Small Business Enterprises.pptxInstitutions Supporting Small Business Enterprises.pptx
Institutions Supporting Small Business Enterprises.pptxshrinivas kulkarni
 
Preventing Timesheet Fraud Strategies for Ensuring Accuracy and Compliance
Preventing Timesheet Fraud Strategies for Ensuring Accuracy and CompliancePreventing Timesheet Fraud Strategies for Ensuring Accuracy and Compliance
Preventing Timesheet Fraud Strategies for Ensuring Accuracy and ComplianceManagry
 
HDPE Pipe Fittings Manufacturer and Supplier
HDPE Pipe Fittings Manufacturer and SupplierHDPE Pipe Fittings Manufacturer and Supplier
HDPE Pipe Fittings Manufacturer and SupplierBhavin Kanani
 
Establishing An Enterprise and Project Management.pptx
Establishing An Enterprise and Project Management.pptxEstablishing An Enterprise and Project Management.pptx
Establishing An Enterprise and Project Management.pptxshrinivas kulkarni
 
How to track billable hours - a step-by-step guide
How to track billable hours - a step-by-step guideHow to track billable hours - a step-by-step guide
How to track billable hours - a step-by-step guideManagry
 
Analysis Of FaarmTech | BBA | Business Plan
Analysis Of FaarmTech | BBA | Business PlanAnalysis Of FaarmTech | BBA | Business Plan
Analysis Of FaarmTech | BBA | Business Planmohsinrai101
 
How To Get Rich With Bitcoin Even If You Have No Clue About Technology
How To Get Rich With Bitcoin Even If You Have No Clue About TechnologyHow To Get Rich With Bitcoin Even If You Have No Clue About Technology
How To Get Rich With Bitcoin Even If You Have No Clue About Technologyzaidashadali00
 
Path to Traditional Pub - BookFest 2024 presentation - 03-23-2024.pdf
Path to Traditional Pub - BookFest 2024 presentation - 03-23-2024.pdfPath to Traditional Pub - BookFest 2024 presentation - 03-23-2024.pdf
Path to Traditional Pub - BookFest 2024 presentation - 03-23-2024.pdfContent Strategy Inc.
 

Recently uploaded (10)

What is the Best Way to Track Employee Vacation Time?
What is the Best Way to Track Employee Vacation Time?What is the Best Way to Track Employee Vacation Time?
What is the Best Way to Track Employee Vacation Time?
 
Expense Management Maximizing Efficiency for Business Success
Expense Management Maximizing Efficiency for Business SuccessExpense Management Maximizing Efficiency for Business Success
Expense Management Maximizing Efficiency for Business Success
 
Institutions Supporting Small Business Enterprises.pptx
Institutions Supporting Small Business Enterprises.pptxInstitutions Supporting Small Business Enterprises.pptx
Institutions Supporting Small Business Enterprises.pptx
 
Preventing Timesheet Fraud Strategies for Ensuring Accuracy and Compliance
Preventing Timesheet Fraud Strategies for Ensuring Accuracy and CompliancePreventing Timesheet Fraud Strategies for Ensuring Accuracy and Compliance
Preventing Timesheet Fraud Strategies for Ensuring Accuracy and Compliance
 
HDPE Pipe Fittings Manufacturer and Supplier
HDPE Pipe Fittings Manufacturer and SupplierHDPE Pipe Fittings Manufacturer and Supplier
HDPE Pipe Fittings Manufacturer and Supplier
 
Establishing An Enterprise and Project Management.pptx
Establishing An Enterprise and Project Management.pptxEstablishing An Enterprise and Project Management.pptx
Establishing An Enterprise and Project Management.pptx
 
How to track billable hours - a step-by-step guide
How to track billable hours - a step-by-step guideHow to track billable hours - a step-by-step guide
How to track billable hours - a step-by-step guide
 
Analysis Of FaarmTech | BBA | Business Plan
Analysis Of FaarmTech | BBA | Business PlanAnalysis Of FaarmTech | BBA | Business Plan
Analysis Of FaarmTech | BBA | Business Plan
 
How To Get Rich With Bitcoin Even If You Have No Clue About Technology
How To Get Rich With Bitcoin Even If You Have No Clue About TechnologyHow To Get Rich With Bitcoin Even If You Have No Clue About Technology
How To Get Rich With Bitcoin Even If You Have No Clue About Technology
 
Path to Traditional Pub - BookFest 2024 presentation - 03-23-2024.pdf
Path to Traditional Pub - BookFest 2024 presentation - 03-23-2024.pdfPath to Traditional Pub - BookFest 2024 presentation - 03-23-2024.pdf
Path to Traditional Pub - BookFest 2024 presentation - 03-23-2024.pdf
 

8 Things Uber Can Teach You

  • 1. © 2015 The App Business 8 Things Uber Can Teach You Essential lessons in product design Join the conversation twitter.com/theappbusiness
  • 2. © 2015 The App Business “In the past, modifying people's behaviour meant advertising. Today, companies can change behaviour through incredible user experience.”* Uber can be thought of as the ultimate ‘habit-forming’ service. The experience is often so good, that after your first ride, you’ll probably never go back to using a regular taxi again. Uber didn’t do this by changing the vehicle or retraining drivers. Instead, it built an app that fundamentally changed how we order, meet, and pay for a car. By taking a broader view of what a car service could be, Uber was able to totally reimagine the entire experience - offering relentless reliability and a seamless system that addressed many of the issues that plagued the ‘analogue’ taxi experience. * Nir Eyal, Author of Hooked: How to Build Habit-Forming Products
  • 3. © 2015 The App Business Attract new users, and get them smoothly through the gate. 01
  • 4. © 2015 The App Business Uber sets the benchmark for friction-free onboarding. Every step in the process has been painstakingly considered - and streamlined further - to make it as quick and painless as possible for the user. Connecting through a Facebook account (top right), for example, saves time during onboarding by automatically filling in otherwise tedious information fields. Payment details are captured in a similarly easy fashion: just hold your debit/credit card in front of your camera. The app reads the numbers and inputs the information automatically without requiring the user to do anything further (bottom right). Once your personal and payment details are in, you are good to go - Uber won’t trouble you for the information again. The hassle of payment just ‘disappears’ from the experience altogether.
  • 5. © 2015 The App Business Perhaps one of the reasons Uber has been able to grow its user base so astronomically is due to its clever and strategic use of incentives. The beauty of this process is that loyal customers become highly effective salespeople. The individual in return gets a reward, namely more credit on their account, whenever someone new in their network uses their unique code and takes their ride. The more influence you have, the more credit you earn. It’s a win-win and a mutually beneficial bargain. Like everything Uber does, the process of referral is designed to be incredibly easy. There are no big forms to fill out, slow webpages to wait on or any need to switch from your phone to your desktop - everything can be done within the app. They even provide users with the choice to send out invites via email, social media or text message.
  • 6. © 2015 The App Business Make it so simple, even a first-timer ‘knows’ what to do next. 02
  • 7. © 2015 The App Business Uber’s user interface (UI) is so simple and intuitive that it doesn’t need to ‘teach’ new users how to operate the app. It’s obvious. At the core of the app is a map with the user’s location at the centre. Available drivers roam around them, and the entire booking process happens seamlessly on just one screen. It all adds up to an incredibly simple experience that allows even the most inexperienced user to feel confident and in control at every stage. Colour is used strategically and the most important elements stand out from everything else on the screen. The black buttons are impossible to miss and encourage users to tap on them to proceed with their booking.
  • 8. © 2015 The App Business Require only the bare minimum for a user to achieve their goal. 03
  • 9. © 2015 The App Business Uber is a great blueprint for design thinking. They have nailed the critical question: “What is the least amount of work a user has to do, to achieve their desired outcome?” Stripping the process of booking a car to its bare essentials, there are just three simple interactions a user needs to fulfil their needs: 1. Set pickup location 2. Select type of vehicle 3. Request driver And at every step, Uber has once again painstakingly considered how they could make the experience as fast and effortless as possible. Upon opening the app, users can immediately see the available cars nearby, the pickup location automatically centres on their current location and the previously used vehicle is set as default. In most cases, the entire process can be completed in just two taps - and this is even further refined to just one single interaction with wearables like the Apple Watch, shown right.
  • 10. © 2015 The App Business Use simple, actionable notifications to inform and reassure users. 04
  • 11. © 2015 The App Business Uber uses notifications to convey only the information that is absolutely integral to your experience and which needs to be acted upon immediately. This means users don’t have to check the app to find out about their booking status: all of this information is sent to them proactively and at the right moment, when they actually need it. In most cases, users will only receive two notifications during their Uber experience: The first notification (top right) arrives as soon as the driver has accepted the booking. If the user then opens the app to find out more, they are greeted with the name and picture of the driver, registration number, car type, real-time location and ETA. All of which is vital information that helps make the user feel in control and reassured. The second notification (bottom right) occurs when the driver is near, letting the user know that their Uber is arriving imminently. This triggers the user to look out for the driver and hop in the car. Notification 1 Notification 2
  • 12. © 2015 The App Business Utilise data-driven insights to power and continuously improve your UX. 05
  • 13. © 2015 The App Business Data has allowed Uber to address many of the major frustrations that plagued the ‘analogue’ taxi industry - such as ordering a taxi, knowing how much it is going to cost in advance, and how long it will take to arrive. Uber uses real-time analytics to provide fare estimates, driver location and estimated time to pick-up. It then creates pricing based on market driven forces of supply and demand. Uber also utilises data to ensure driver supply is available to reduce wait time and meet demand. It tracks its users’ location data to alert drivers where there are hot spots of high demand. Also, by looking at past data, Uber can anticipate when there are likely to be shortages of drivers, and then proactively launch targeted campaigns to stimulate supply. This ensures that customers enjoy a more responsive, efficient service.
  • 14. © 2015 The App Business Uber thrives on customer feedback and transparency. Before users can book their next ride, they must rate their previous experience out of 5 stars. Drivers also have to rate their passenger before they can pick up their next fare. Capturing feedback is essential to maintaining the integrity of the service by ensuring that the best drivers are allowed to keep driving for Uber. It also means that he best passengers are given preference over those that have a lower rating. Uber’s local community managers make it their mission to be there for customers when they have any issues with the service. Their ‘always on’, 24/7 customer support capabilities allows them to address issues in real time, and they have a no quibbles approach to refunds if the service is ever at fault. By maintaining this ‘always on’ approach to customer service, Uber can continuously improve its product offering and pinpoint any flaws in the user experience much more rapidly than traditional taxi companies.
  • 15. © 2015 The App Business Grow global, but think local. 06
  • 16. © 2015 The App Business Uber has seen its fair share of legal controversy and has been labelled a bully by the global media. Regardless of the veracity of this, what remains interesting is that people still love Uber! This can be attributed to its efforts to align itself with user needs, and get in-touch with local culture to generate public support at a grassroots level. Uber’s global expansion work has been paradoxically hyperlocal. Each market has its own customer service team, a city-specific social media team, thoughtful marketing and local partnerships tailored to the population to foster community. TOP: In Delhi, Uber celebrated Holi, the festival of colours, by bringing colours and water balloons on demand. BOTTOM LEFT: Uber celebrated Chinese New Year by bringing lion dances on demand to China and Singapore. BOTTOM RIGHT: Uber celebrated St Patrick’s Day in Sydney with green cars in the app.
  • 17. © 2015 The App Business Have a little fun, and be human. 07
  • 18. © 2015 The App Business Although at a high level, Uber is really good at connecting people with rides within minutes, it doesn’t take itself too seriously. Uber isn’t afraid to have a little fun with what they can deliver and this lends a powerful, compelling personality to the company. Uber has delivered everything from ice-creams to kittens - and they have even even gone so far as to offer chopper rides to exotic locations. Whilst not every company can do this, the underlying idea here is a strong one: don’t be afraid of letting your hair down and having a little fun. It’s worth it to surprise and delight your customers every now and then.
  • 19. © 2015 The App Business Keep experimenting and keep evolving. 08
  • 20. © 2015 The App Business The key to any company's long-term growth is its ability to identify how its products and services of today can form the infrastructure of a bigger, better business model tomorrow. Although Uber started as an on-demand car service, the company continues to experiment and evolve into a real-time logistics network, continually testing new products that benefit both customers and the cities in which it operates. Today, Uber is experimenting with a bike messenger service in NYC, a cargo service in Hong Kong, and even an on-demand food delivery service in Chicago. And tomorrow? We’ll have to wait and see. R U S H TOP: In New York, Uber experiments with a bike messenger service.. BOTTOM LEFT: Uber’s on-demand food delivery service in Chicago.. BOTTOM RIGHT: Hong Kong’s cargo service, courtesy of Uber.
  • 21. © 2015 The App Business Ready to transform your business? Time to think mobile, and get in touch. — enquiries@theappbusiness.com +44 203 657 9785 The App Business | The Spitfire Building, 71 Collier Street, London N1 9BE | www.theappbusiness.com