CLIENT BOOK
CONTEXTUAL REASEARCH on the local culture of Lyft in Savannah
1 TEAM INTRODUCTION
Introducing
THE TEAM We are a team a graduate product design and design management students that brought together our individual skill sets to research the culture of Lyft in Savannah. Each member had their own culturally different suggestions and ideas. We went through the contextual research processes collaboratively to come up with some innovative design concepts. Also, we love baklava.
John
Briana
YuChen
Samrudhii Tara
2 SCOPE OF PROJECT
Scope of
CONCEPT Team Lyft spent ten weeks to research and develop design offerings to help improve the Lyft experience in Savannah. We spent the first four weeks designing our contextual research using research tools and interviewing our stakeholders. We collected information through cultural probes to get a wide variety of responses. We then spent a week to bridge the data collected through thesis tools into data analysis. Week 5-7 was dedicated to turning data analysed into insights and framing solutions. We spent the last two weeks on prototyping and preparing to exhibit our final design strategies and concepts to our clients at the final showcase.
3 FINAL CONCEPTS
Concept 1 TRUE MAP Lyft drivers can see the locations of other drivers and the approximate location of Lyft users. This allows drivers to strategically select their work area to avoid undue competition amongst drivers and to expand accessibility to passengers outside known hubs. Drivers who reach a quota of daily riders received a bonus in the feature. For riders, TrueMap also introduces a game-like feature. TrueMap will highlight destinations that earn passengers points towards promotions offered by the partnering location or business. The feature will also track frequent rider points.
Insights
Why is it needed?
Convenience. Convenience is a top concern for passengers; any wait time could merit ride cancellation
Faster Pickups. Naturally improve the efficiency of Lyft pick-ups and encourage drivers to broaden the geographic neighborhoods they serve
Brokering the ride. Lyft envisions building partnerships and expanding customer base
Expands partnerships. As partnerships develop, the TrueMap platform is malleable enough to integrate new features. Partners benefit from access to the Lyft client market, and no cost is incurred by Lyft
Incentivize the ride. Something unique, fun, and “delightful” can be the incentive to choose Lyft. Riders are looking for novel experiences
Enriching experiences. The TrueMap will highlight events, festivals, bars, restaurants, and museums. The passenger experience goes beyond the ride
Jorge consults TrueMap to see where riders are congregating, and gets a ride request.
Gina hops in. She’s meeting friends at World of Beer.
Gina checks her TrueMap, “Yes! WOB is offering first beer free for Lyft riders!”
Jorge met his quota for the day and is excited to get a bonus.
Concept 2 LYFT ASSIST Lyft Assists appears as an optional field for users to communicate specific needs, concerns, or simply apprehensions while booking their ride. The Lyft driver caters to customer needs, accepts the ride and is able to help
Insights
Why is it needed?
Emotional Intelligence. Earn higher ratings and passenger loyalty
Simple request, profound impact. Going that extra step makes all the difference for passengers Managing expectations. A communication channel between the passenger and driver can clarify and set expectations prior to the ride Driver strengths. Getting extra information from passengers will allow drivers to respond to the requests that play to their strengths Accessible community. Emphasis on community-focused qualities will enhance the brand’s strength and increase Lyft’s accessibility
Emotion-based ratings. Poor ride experiences largely stem from unexpressed needs and emotions Building trust. Simple acts of assistance can build community and trust in the brand
Rebecca uses Lyft Assist to send a personalized message with her ride request
Sheila sees Rebeccas ride request “Hey, I hurt my leg and need help getting to the car. Thanks!�
Sheila loves helping people and accepts the request.
Rebecca appreciates having a helping hand.
Concept 3 TRAVEL WITH LYFT When booking vacation accommodations, packages can include Lyft rides and tours. Passengers can enjoy the option of booking Lyft for a block of time to enjoy an extended outing with their party. This feature recognizes when a user is in a new area and offers local recommendations.
Insights Seamless travel. Fluid travel experience between cities and countries Exploring. Passengers are looking for opportunities to sightsee and tour both close to home and further aďŹ eld
Why is it needed? Familiar transportation. Lyft offers transportation that is familiar and reliable, and eliminating the need for passengers to navigate new systems Replacing car ownership. Offers riders a personalized itinerary and the exibility of a personal car without the hassle of car ownership or rental Affordability. An affordable alternative to specialized tour bookings and access to local services Growing partnerships. Development of partnerships in hospitality and tourism industries
Ricky books a hotel room through a travel site and gets a coupon to use Lyft Travel.
Ricky downloads the Lyft app and vacation and tour services.
Ricky and his fiance Bobbi were able to hire a photographer through the Lyft app.
Concept 4 CARPOOL This feature would sync with your calendar and offer you carpool options based on schedule and destination patterns. Your ride would automatically arrive on time daily. A prompt to keep or cancel your ride would be received prior to arrival, and a partial refund made available. Weekly or monthly subscriptions offer reduced transportation costs.
Insights
Why is it needed?
Reliability. Professionals are interested in carpool options that are reliable.
If you build it they will come. The desire to carpool is present, but the infrastructure to facilitate it needs to be introduced
Flexibility. Transportation needs to be exible to allow for long work hours or unexpected family obligations Lack of public transport. Public transportation is a last resort due to unreliability, inconvenience and safety concerns
Offering an alternative model. Investment in developing a carpool culture can ďŹ ll the gap left by inadequate public transport and build the Lyft network needed to move beyond car ownership
Charles accepts his scheduled Lyft carpool pickup.
Charles, an engineer, has a chance to talk to Sarah from marketing, as they’re heading to Gulfstream.
They make it to Gulfsteam with time to spare, and they don’t have to worry about parking.
Concept 5 LYFT HUB Order your next ride from a Lyft Hub, conveniently installed at key locations including airports, malls, and civic centers. The Hubs eliminate the requirement to have a phone or credit card and make the brand a visible and accessible fixture. Features include: An integrated panic button Option to buy pre-loaded transit cards Integration with public transport during late-night hours Bio-information associated with ticket purchase for additional safety
Insights
Why is it needed?
No phone, no ride. Those without a smartphone or credit card are shut out of the app
Visibility. The Hub will make Lyft’s service visible and ubiquitous
Congested cities. Ridesharing is preferred when traffic is high and parking limited
Picking up new Lyft users. The user market will be significantly expanded
Safety. Users are concerned with safety The public transportation void. Public transportation is unsafe at night
City planning. Positions Lyft to be integral to city planning needs
Julia is taking a Lyft to a Lyft Hub, to experience the city in a new way.
She takes a Lyft bike from the Lyft Hub, paid for through the Lyft app.
While exploring the city her phone dies.
Julia is able to book a Lyft home by bringing up her profile at the Lyft Kiosk.
4 FINAL SHOWCASE