Drive โ UberEats
AN ECONOMIC FEATURE FOR COURIERS
PROCESS HIGHLIGHTS
UX product design from UX research to prototype
ย
Course
Google Reichmanโs Tech School
Head Lecturer โ Hezi Taniani
ย
Team
Noy Goldenberg
Lora Sror
Omer Fefer
Natalyia Toumarkin
ย
Disciplines
Product Management
User Experience Design
User Interface Design
ย
Responsibilities
UX Research
Wireframing
Problem Framing
Prototyping
Design Thinking
OVERVIEW
During the Google & Reichman Tech School UX course, our team conducted in-depth UX research on UberEats' most valuable user - the courier.
The project's brief was to identify the challenges couriers face and design a mobile app feature that addresses those issues.
WHO IS THE USER?
Couriers
Uber couriers are independent freelancers responsible for connecting customers with restaurants and completing deliveries efficiently.
The Uber app is their primary tool, enabling them to accept orders, track deliveries, and communicate with customers in real-time
PERSONA
Meet Idan
Idan represents the average Uber courier,
built from insights gathered through interviews with couriers
Pain points
- Unpredictable earnings and irregular shifts.
- Difficulty maintaining structure without set schedules.
- Physical demands like traffic, weather, and long hours.
"I enjoy the flexibility of this job, but it can be tough to stay on track and save up for what I need."
PROBLEM
Couriers enjoy flexibility but struggle with:
- Financial planning.
- Motivation to work consistently.
- Achieving daily earnings goals.
Why is it important?
Couriers are the backbone of Uberโs operations, connecting customers and businesses. Supporting their ability to plan, stay motivated, and meet earnings goals ensures higher job satisfaction, improved efficiency, and stronger loyalty to the platform.
USER CHALLENGE
How can we help couriers at work make financial decisions that will assist them in planning and achieving their financial goals?
SOLUTION
A tool assists with financial decision-
making on a daily basis
A financial goal-setting feature
that helps couriers:
1.ย track progress
2. stay motivated
3. achieve their daily earnings targets.
THE PROCESS
From ideation phase to guerilla testing and improvements
IDEATION PHASE
Choosing the most impactful solution
During ideation, multiple approaches were explored to help couriers manage their earnings and stay motivated. The focus was on identifying a solution that balanced ease of use, effectiveness, and business impact.
MANAGE EARNINGS
Set goals and track progress
The average courier's daily earnings are set as the default.
A progress bar displaying the remaining amount to reach the goal and the estimated number of deliveries left.
Motivation
We explored how games drive goal achievement
Inspired by research on motivation and apps like Duolingo and RiseUp, we built a system that keeps users reaching their goals instead of quitting shifts.
GUERRILLA TESTING
The users were given a range of tasks to test usability
RESULTS
Some users did not recognize tapability of the feature
A portion of users struggled to identify the feature's interactive elements, leading to confusion and missed opportunities to engage with the tool. This highlights the need for clearer visual cues to indicate tapability.
IMPROVEMENTS
3 main changes were implemented
We increased user success to 80% on the same mission!
Text changes
The instructions are more clear with words like โtap to...โ
Animation - Hint
Ripple animation around the feature to draw attention
Preview โopen stateโ
After setting goal, progress bar is open for 2 seconds before collapsing into the closed format
BUSINESS CHALLENGE
How can we optimize courier performance to boost both couriers' earnings and planning and Uberโs profitability?
BUSINESS VALUE
Win-Win for Couriers and UberEats
Empowering couriers to set and achieve financial goals boosts motivation and efficiency, improving order completions. This balance between supply and demand optimizes resources for better service.
SUCCESS METRICS
How many users
- Define their goal
- Reuse the feature
- Are regular users
The feature's effect on
- Number of times goals are reached
- Efficiacy - hourly rate
RESULT
Prototype for the MVP!
NEXT STEPS
Ifย there were more time, the project would expand to include more features such as:
V2
Medium-term goals
Smart shift
recommendations
Achievement sharing
Detailed earnings history
V3
Annual goals
Heat maps
Popular earnings "pools"
Interest accumulation
