Date: April 2025
Role: UXUI Designer/Researcher
Tools: Figma, Miro, Google Analytics, Maze
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Uber drivers often get pulled into unfamiliar or low-demand areas after accepting long-distance rides. Once dropped off, they may struggle to find new trips, wasting time, fuel, and energy trying to return to their original zone.
This leads to:
Lower overall earnings
Driver dissatisfaction
Frequent cancellations to avoid bad zones
Drivers needed a way to control where they work without breaking the flexibility the platform promises.
THE CHALLENGE
• 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.
• Most common coping strategy: declining rides or going offline when pulled too far.
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.
THE INSIGHT
• 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.
• Most common coping strategy: declining rides or going offline when pulled too far.
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.