Lyft: University Student Ride Sharing
Campus connections: Creating a safer, smarter rideshare experience for university students
Lyft: University Student Ride Sharing
Campus connections: Creating a safer, smarter rideshare experience for university students
Lyft: University Student Ride Sharing
Campus connections: Creating a safer, smarter rideshare experience for university students
My Role
UX Designer — Research, Interaction Design, Visual Design, User Flows, Prototyping
Team
Northwestern CASE (Consultants Advising Student Enterprises) – Project Managers, Marketing Team, Design Team
Timeline
March 2021 - June 2021
Overview
Lyft University Rideshare is a tailored service designed to meet the unique mobility needs of college students. With many students not owning cars on campus, this solution offers an accessible, safe, and inclusive ridesharing experience. By enhancing the payment process and integrating ride-matching features, it aims to build long-term brand loyalty among students while addressing affordability concerns for low-income riders.
I collaborated on redesigning the payment flow and integrating new ride-matching options, ensuring students can share rides easily, split costs, and feel safer while using the app.
Highlights
University Group Ride Matching
Connect with fellow students from your university through verified email accounts, optimizing pickup times and streamlining rides to shared destinations.
Highlights
University Group Ride Matching
Connect with fellow students from your university through verified email accounts, optimizing pickup times and streamlining rides to shared destinations.
Highlights
University Group Ride Matching
Connect with fellow students from your university through verified email accounts, optimizing pickup times and streamlining rides to shared destinations.
Split Fares with Shared Ride Groups
Streamline the payment process for shared rides with built-in QR codes and unique links, eliminating the need for external apps and ensuring hassle-free reimbursement among friends.
Split Fares with Shared Ride Groups
Streamline the payment process for shared rides with built-in QR codes and unique links, eliminating the need for external apps and ensuring hassle-free reimbursement among friends.
Split Fares with Shared Ride Groups
Streamline the payment process for shared rides with built-in QR codes and unique links, eliminating the need for external apps and ensuring hassle-free reimbursement among friends.
Easy Tipping: Choose Your Percentage or Dollar Amount
Enhanced clarity with percentage and dollar amount options for tips
Easy Tipping: Choose Your Percentage or Dollar Amount
Enhanced clarity with percentage and dollar amount options for tips
Easy Tipping: Choose Your Percentage or Dollar Amount
Enhanced clarity with percentage and dollar amount options for tips
PROBLEM
Revamping ride payment for student loyalty
PROBLEM
Revamping ride payment for student loyalty
PROBLEM
Revamping ride payment for student loyalty
The car-less campus life
With approximately 20 million college students in the U.S. who often lack personal vehicles but need reliable transportation, we recognized that there could be significant opportunity for Lyft to cater to this demographic. To address this, we conducted research into how students interact with rideshare apps and identified key areas for improvement in the payment and matching processes.
The car-less campus life
With approximately 20 million college students in the U.S. who often lack personal vehicles but need reliable transportation, we recognized that there could be significant opportunity for Lyft to cater to this demographic. To address this, we conducted research into how students interact with rideshare apps and identified key areas for improvement in the payment and matching processes.
The car-less campus life
With approximately 20 million college students in the U.S. who often lack personal vehicles but need reliable transportation, we recognized that there could be significant opportunity for Lyft to cater to this demographic. To address this, we conducted research into how students interact with rideshare apps and identified key areas for improvement in the payment and matching processes.
RESEARCH SUMMARY
Ridesharing realities: Uncovering student Lyft usage and brand perception
RESEARCH SUMMARY
Ridesharing realities: Uncovering student Lyft usage and brand perception
RESEARCH SUMMARY
Ridesharing realities: Uncovering student Lyft usage and brand perception
Understanding student rideshare patterns and payment preferences
To gain deeper insights into our target users, we initiated comprehensive user research that explored key topics such as demographics, behavior, motivations, and Lyft’s brand perception. We surveyed 675 college students across the U.S. using Qualtrics, with 330 participants indicating prior use of the Lyft app. This allowed us to better understand the needs, emotions, and overall experiences of our users.
Concurrently, we conducted 30-minute virtual interviews with 30 students. These 1:1 sessions included a demo of a payment process prototype. These interviews provided qualitative insights into student reactions and preferences, helping to inform our design direction.
Understanding student rideshare patterns and payment preferences
To gain deeper insights into our target users, we initiated comprehensive user research that explored key topics such as demographics, behavior, motivations, and Lyft’s brand perception. We surveyed 675 college students across the U.S. using Qualtrics, with 330 participants indicating prior use of the Lyft app. This allowed us to better understand the needs, emotions, and overall experiences of our users.
Concurrently, we conducted 30-minute virtual interviews with 30 students. These 1:1 sessions included a demo of a payment process prototype. These interviews provided qualitative insights into student reactions and preferences, helping to inform our design direction.
Understanding student rideshare patterns and payment preferences
To gain deeper insights into our target users, we initiated comprehensive user research that explored key topics such as demographics, behavior, motivations, and Lyft’s brand perception. We surveyed 675 college students across the U.S. using Qualtrics, with 330 participants indicating prior use of the Lyft app. This allowed us to better understand the needs, emotions, and overall experiences of our users.
Concurrently, we conducted 30-minute virtual interviews with 30 students. These 1:1 sessions included a demo of a payment process prototype. These interviews provided qualitative insights into student reactions and preferences, helping to inform our design direction.
Survey insights
The survey explored questions related to payment options and transportation patterns. Here are some of the key insights we gained:
Survey insights
The survey explored questions related to payment options and transportation patterns. Here are some of the key insights we gained:
Survey insights
The survey explored questions related to payment options and transportation patterns. Here are some of the key insights we gained:
The underserved: Out-of-state, low-income students
Based on insights from our UX research, we chose to concentrate on out-of-state and low-income students. The data highlighted a significant need for enhanced features in shared rides to better meet their needs and increase their access to ridesharing services.
The underserved: Out-of-state, low-income students
Based on insights from our UX research, we chose to concentrate on out-of-state and low-income students. The data highlighted a significant need for enhanced features in shared rides to better meet their needs and increase their access to ridesharing services.
The underserved: Out-of-state, low-income students
Based on insights from our UX research, we chose to concentrate on out-of-state and low-income students. The data highlighted a significant need for enhanced features in shared rides to better meet their needs and increase their access to ridesharing services.
Student spotlight: Meet Rachel and Tyler
Student spotlight: Meet Rachel and Tyler
Student spotlight: Meet Rachel and Tyler
Resourceful Rachel
Female, 19 yrs old, Northwestern Sophomore
Background
Lives on campus, Out-of-state, Low-income, Has a work-study job, Has relative that works as rideshare driver
Attitudes
Doesn’t budget for transportation, but tries to minimize costs
Thinks Lyft is cheaper than Uber
Shares rides whenever possible
Needs
Ways to find others to split rides with
Being driven by female driver or accompanied by friends
Goals
To travel in the most cost-efficient way possible
To feel safe on the way home
Frustrations
Finding others to ride with
Ensuring others will pay her back if she fronts the cost
Trendy Tyler
Male, 21 yrs old, University of Virginia Senior
Background
Lives on campus, Out-of-state, Upper-middle class, Has a credit card that’s paid by parents, No personal vehicle
Attitudes
Doesn’t budget for transportation
Primarily uses Uber, has Lyft downloaded
70% rides alone, 30% with others
Occasionally takes luxury rides
Frequently uses rideshare to go into the city on weekends
Needs
Fast car options
Frustrations
Long wait times for rideshares, especially at night
Doesn’t want to be late to events
Sometimes vehicle is uncomfortable (smell, radio, etc.)
Goals
To feel comfortable and get to destination in as little time as possible
Refining our focus
During our interviews, we realized the need to adjust our target problem and audience. Many college students highlighted that a single Shared ride from airports or crowded areas is too expensive, while splitting a Classic ride among 3-4 riders proves more affordable. Notably, 24.7% of college riders surveyed are low-income, with 15% unable to afford either Shared or Classic rides.
Students are more inclined to share rides with peers rather than strangers, especially late at night or to and from the airport. However, the lack of information about potential ride-sharing options often limits their willingness. Rides to airports, which involve multiple stops and pickups, tend to be longer, and Lyft misses opportunities with those who can't afford a solo ride and struggle to find others to share with.
In response to this, we have refined our problem statement and designed solutions to boost Lyft's appeal and brand loyalty among college students while also making the service more accessible for low-income riders and fostering long-term relationships.
Refining our focus
During our interviews, we realized the need to adjust our target problem and audience. Many college students highlighted that a single Shared ride from airports or crowded areas is too expensive, while splitting a Classic ride among 3-4 riders proves more affordable. Notably, 24.7% of college riders surveyed are low-income, with 15% unable to afford either Shared or Classic rides.
Students are more inclined to share rides with peers rather than strangers, especially late at night or to and from the airport. However, the lack of information about potential ride-sharing options often limits their willingness. Rides to airports, which involve multiple stops and pickups, tend to be longer, and Lyft misses opportunities with those who can't afford a solo ride and struggle to find others to share with.
In response to this, we have refined our problem statement and designed solutions to boost Lyft's appeal and brand loyalty among college students while also making the service more accessible for low-income riders and fostering long-term relationships.
Refining our focus
During our interviews, we realized the need to adjust our target problem and audience. Many college students highlighted that a single Shared ride from airports or crowded areas is too expensive, while splitting a Classic ride among 3-4 riders proves more affordable. Notably, 24.7% of college riders surveyed are low-income, with 15% unable to afford either Shared or Classic rides.
Students are more inclined to share rides with peers rather than strangers, especially late at night or to and from the airport. However, the lack of information about potential ride-sharing options often limits their willingness. Rides to airports, which involve multiple stops and pickups, tend to be longer, and Lyft misses opportunities with those who can't afford a solo ride and struggle to find others to share with.
In response to this, we have refined our problem statement and designed solutions to boost Lyft's appeal and brand loyalty among college students while also making the service more accessible for low-income riders and fostering long-term relationships.
Top insights at a glance
Difficulty in coordinating ride-sharing groups
Demand for straightforward fare-splitting options
Need for better transparency in tipping and charges
We proposed solutions to tackle these pain points by matching nearby students with shared destinations, addressing the driver shortage, and making rides more affordable. We believe this approach will boost low-income ridership, improve driver retention, and reduce unnecessary trips for drivers.
We proposed solutions to tackle these pain points by matching nearby students with shared destinations, addressing the driver shortage, and making rides more affordable. We believe this approach will boost low-income ridership, improve driver retention, and reduce unnecessary trips for drivers.
We proposed solutions to tackle these pain points by matching nearby students with shared destinations, addressing the driver shortage, and making rides more affordable. We believe this approach will boost low-income ridership, improve driver retention, and reduce unnecessary trips for drivers.
DESIGN PROPOSALS
University Group Ride Matching
DESIGN PROPOSALS
University Group Ride Matching
DESIGN PROPOSALS
University Group Ride Matching
Students want to cut down on the high cost of rides to airports and distant spots, particularly late at night, but have trouble finding others willing to share the ride.
Students want to cut down on the high cost of rides to airports and distant spots, particularly late at night, but have trouble finding others willing to share the ride.
Students want to cut down on the high cost of rides to airports and distant spots, particularly late at night, but have trouble finding others willing to share the ride.
Campus carpooling
We introduced a feature that lets students select a Shared University Ride and connect with classmates from their university. Verification through a university email (.edu) ensures students are matched with fellow students easily.
After matching, students can head to a nearby pickup location and be picked up at the same time, cutting down on delays and making the ride to a shared destination more efficient.
Campus carpooling
We introduced a feature that lets students select a Shared University Ride and connect with classmates from their university. Verification through a university email (.edu) ensures students are matched with fellow students easily.
After matching, students can head to a nearby pickup location and be picked up at the same time, cutting down on delays and making the ride to a shared destination more efficient.
Campus carpooling
We introduced a feature that lets students select a Shared University Ride and connect with classmates from their university. Verification through a university email (.edu) ensures students are matched with fellow students easily.
After matching, students can head to a nearby pickup location and be picked up at the same time, cutting down on delays and making the ride to a shared destination more efficient.
Workflow for verifying university enrollment status
Workflow for verifying university enrollment status
Workflow for University Ride Matching
Workflow for University Ride Matching
DESIGN PROPOSALS
In-App Fare Splitting
DESIGN PROPOSALS
In-App Fare Splitting
DESIGN PROPOSALS
In-App Fare Splitting
In our interviews, many users expressed frustration with sharing rides with friends and not getting paid back, which is particularly challenging for low-income students. Students frequently use apps like Venmo or Zelle to split costs outside of rideshare platforms, leading to a cumbersome process where the ride initiator often has to wait for payments from other riders.
In our interviews, many users expressed frustration with sharing rides with friends and not getting paid back, which is particularly challenging for low-income students. Students frequently use apps like Venmo or Zelle to split costs outside of rideshare platforms, leading to a cumbersome process where the ride initiator often has to wait for payments from other riders.
In our interviews, many users expressed frustration with sharing rides with friends and not getting paid back, which is particularly challenging for low-income students. Students frequently use apps like Venmo or Zelle to split costs outside of rideshare platforms, leading to a cumbersome process where the ride initiator often has to wait for payments from other riders.
Good riddance to “Just Venmo request me”
To simplify fare splitting, we introduced the Shared Ride Group feature, which uses QR codes or unique links to manage costs directly within the app. This eliminates the need for separate payment apps and allows users to track their ride-sharing history, making it easier to ensure everyone pays their share.
Good riddance to “Just Venmo request me”
To simplify fare splitting, we introduced the Shared Ride Group feature, which uses QR codes or unique links to manage costs directly within the app. This eliminates the need for separate payment apps and allows users to track their ride-sharing history, making it easier to ensure everyone pays their share.
Good riddance to “Just Venmo request me”
To simplify fare splitting, we introduced the Shared Ride Group feature, which uses QR codes or unique links to manage costs directly within the app. This eliminates the need for separate payment apps and allows users to track their ride-sharing history, making it easier to ensure everyone pays their share.
Workflow for in-app fare splitting
Workflow for in-app fare splitting
DESIGN PROPOSALS
Enhanced Tipping
DESIGN PROPOSALS
Enhanced Tipping
DESIGN PROPOSALS
Enhanced Tipping
Percentage + Dollar Amounts
Several users suggested they would prefer seeing a percentage option instead of just a dollar amount, so we incorporated both! Some riders were open to tipping more, but found the preset options too low, and customizing the tip amount was cumbersome. Students, in particular, wanted to ensure their tips were meaningful but often felt unclear about how much of their payment went to the driver. To address this, we aimed to make the tipping process more transparent.
Percentage + Dollar Amounts
Several users suggested they would prefer seeing a percentage option instead of just a dollar amount, so we incorporated both! Some riders were open to tipping more, but found the preset options too low, and customizing the tip amount was cumbersome. Students, in particular, wanted to ensure their tips were meaningful but often felt unclear about how much of their payment went to the driver. To address this, we aimed to make the tipping process more transparent.
Percentage + Dollar Amounts
Several users suggested they would prefer seeing a percentage option instead of just a dollar amount, so we incorporated both! Some riders were open to tipping more, but found the preset options too low, and customizing the tip amount was cumbersome. Students, in particular, wanted to ensure their tips were meaningful but often felt unclear about how much of their payment went to the driver. To address this, we aimed to make the tipping process more transparent.
GO-TO-MARKET STRATEGY
Rolling out these features
GO-TO-MARKET STRATEGY
Rolling out these features
GO-TO-MARKET STRATEGY
Rolling out these features
“Driving” adoption
To evaluate the effectiveness of our redesigned features, we’ll track several key metrics: an increase in rides from public areas to university campuses, improved retention rates, and reduced ETAs and detours for shared rides. We’ll also promote these new features through push notifications, referral discounts, and student ambassador programs. Based on our analysis, we anticipate attracting over 200,000 new riders and generating an additional $20 million in revenue.
“Driving” adoption
To evaluate the effectiveness of our redesigned features, we’ll track several key metrics: an increase in rides from public areas to university campuses, improved retention rates, and reduced ETAs and detours for shared rides. We’ll also promote these new features through push notifications, referral discounts, and student ambassador programs. Based on our analysis, we anticipate attracting over 200,000 new riders and generating an additional $20 million in revenue.
“Driving” adoption
To evaluate the effectiveness of our redesigned features, we’ll track several key metrics: an increase in rides from public areas to university campuses, improved retention rates, and reduced ETAs and detours for shared rides. We’ll also promote these new features through push notifications, referral discounts, and student ambassador programs. Based on our analysis, we anticipate attracting over 200,000 new riders and generating an additional $20 million in revenue.
