Lyft | Rider Airport Preorder
Lyft | Rider Airport Preorder
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Foundational and evaluative research to reduce Rider uncertainty around airport pickup. This work helped clarify how timing, expectations, and education influence rider confidence and informed iteration on the airport pre-order experience.
Foundational and evaluative research to reduce Rider uncertainty around airport pickup. This work helped clarify how timing, expectations, and education influence rider confidence and informed iteration on the airport pre-order experience.
PROJECT SUMMARY
PROJECT SUMMARY
Role: Senior / Lead User Researcher
Timeline: ~8–10 weeks
Partners: Product, Design, Analytics, Airport Operations
Context
Context
Airports were 20% of Lyft’s business, and the one place where it had parity with Uber. Given that, the Airports team decided to invest in a new Rider experience to make ordering airport rideshare easier, to improve Lyft brand preference, and market share.
Problem Space
Problem Space
Rideshare riders are unclear about where and when to order a ride upon landing at the airport to minimize wait time. This leads many riders to order too early or too late, which impacts the Rider, Driver, and marketplace efficiency.
The team created a pre-order product to enhance the Rider ordering experience and improve demand signals for the marketplace.
Research Focus
Research Focus
Rapidly evaluate early concepts and flows to identify usability issues and validate whether proposed solutions reduced perceived risk for Riders.
Approach
Approach
I designed a 2-phase study which
included a foundational study to get signal around the problem space.
Iterative RITE concept testing with airport-active riders, partnering closely with Product and Design to make real-time improvements across multiple design rounds.
Key Insight
Key Insight
Participants provided strong signal around the problem space. However, they were confused by several aspects of the experience (rules, status, consequences) which increased rider anxiety and decreased confidence that the preorder system would work.
Iterative testing greatly increased comprehension of the product through improved education and simplified design.
Impact
Impact
Improved concept clarity and usability before engineering investment
Helped teams converge on fewer, higher-confidence solutions
Accelerated decision-making in a fast-moving problem space
Want to learn more, see below?
Want to learn more, see below?
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