Date: April 2025
Role: UX/UI Designer/ Researcher
Tools: Figma, Google forms, Maze
Durations: 10 weeks
Impact Snapshot
22%
Projected increase in driver session length
10%
Earnings boost per hour from $17 to $19.55 on average
45%
Increase in adoption over 6 months.
The Problem
Uber drivers often face fragmented workflows: Algorithm-driven trip assignments can send them across sprawling metros (e.g., from suburbs to downtown and back), leading to wasted time on deadhead miles, fuel costs averaging $38/week, and burnout from unpredictable routes. With U.S. ride-hailing retention at just 32% after six months due to inefficiencies such as route frustrations and a low perceived level of control, drivers feel "pulled in all directions," eroding earnings and job satisfaction.
My goal: Design City Stay Mode, which gives drivers agency over their workspace, fostering focused and profitable sessions while aligning with Uber's push for fairer and more flexible work.
Research & Discovery
To validate the concept, I conducted a competitive audit of ride-hailing apps, identifying gaps in localization controls. Surveys with 100 drivers (via Google Forms) revealed 68% cited "unwanted long-haul trips" as a top pain point, with 55% reporting 20-30% time lost to inefficient routing.
To validate the need for geographic control, I surveyed 10 active Uber drivers. The results highlighted a clear pattern: most drivers feel frustrated when pulled into unfamiliar areas and overwhelmingly support a feature that lets them stay within selected cities.
90%
of drivers want to stay within selected cities.
100%
would use a city-based filter if available.
80%
are willing to receive fewer ride offers if it means staying within preferred zones.
User Persona
Derived from surveys and 20 driver interviews, these personas represent core users in urban markets like Atlanta and Chicago.
Design Process
User Flow: Mapped onboarding (one-tap activation) and in-session flows (visual boundary overlay on map, opt-out alerts for high-demand spills).
High- Fi Prototype
High-fidelity mock-up shows a simple and intuitive user flow/navigation, demonstrating how to toggle on and off the City Stay Mode. Toggle Icon is visible on the top left corner of the home screen.
Testing & Iteration
Conducted moderated usability testing with 8 drivers (4 full-time, 4 part-time; ages 25-40) via UserTesting. Sessions (45 mins each) used Figma prototypes on mobile devices. Tasks:
Projected Result & Impact
As a conceptual feature, City Stay Mode was simulated in Atlanta and Chicago prototypes (May-July 2025) with 100 virtual drivers. Hypothetical metrics (based on A/B simulations and benchmarks):
Learnings & Next Steps
Takeaways: Driver agency directly ties to retention, simple controls yielded 13% efficiency gains in simulations; Co-design with drivers (via feedback loops) cut iterations by 25%.
Growth Plan: Pilot in 20 cities; A/B test dynamic boundaries; Integrate with Uber Pro for tiered incentives; Explore EV-only zones for sustainability.