Team lyft - Process book

A Study of the Local Culture of Lyft in Savannah

By John VanDerkloot, Briana Broadnax, Tara Hedayat-Zadeh, YuChen Lee, and Samrudhii Palshetkar

Table of Content Introduction Team Intro Cooking for Meeting

Observation Observation

Secondary Research Popular Media Scan Trends Matrix Convergence Map Financial ProďŹ le Analogous Models Competitor-Complementors Map

Interview Catagorized Questions Powerful Questions Interviews Insights

Cultural Probe Version 1 Version 2

Research Research Design Visualized “Parking Lot” Concepts

Affinity Stage 1 Stage 2 Stage 3 Stage 4 Analysis Results

Trends Sketches of Trends

Concepts True Map Lyft Assist Lyft Travel Carpooling Lyft Hub

Final Event Invitation Exhibition

FIRST

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.

Scope of the project Team Lyft spent 10 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.

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1 Team Introduction P.2

FIRST P.3

John

Briana

YuChen

Tara

Samrudhii

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FIRST

Cooking & Meeting The Lyft team began their journey by getting to know one another over a meal.

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1 Nice to Meet You P.6

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SECOND

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2 Methods of Observation P.10

SECOND

1

The process of research design opens up new areas of innovation and validation.

2 Keeping an open mind will help researchers break out of pre-existing modes of thinking.

3

A plan of research should be detailed and speciďŹ c but exible to accommodate changes.

Frame the relevant participants, and areas of study.

4 P.11

Value of Ethnography: observations of consumer practices help identify new product directions

5

- Pay attention to participants, social interactions, and material object in their cultural context.

- Document with accuracy and detail.

6 Notebook for ďŹ eld notes

7

Audio Recorder

Video Recorder

Still Camera

- Schedule interviews in advance when possible, and be exible around the participant's schedule.

- Adapt existing research methods to understand insights into your

- Transcribe shorthand fieldnotes into detailed accounts that can be easily understood by others.

8

- Compile all research into a format that is easy to recall and

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SECOND

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Methods of Observation Our team’s research was grounded in an ethnographic approach. We cultivated our skills of observation and focused on the behaviors of potential users. Analysis of patterns of behavior, paired with an understanding of cultural context, provided the foundation for impactful design solutions.

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THIRD

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3 Secondary Research P.16

THIRD

STAKEHOLDER MAP Freelancers OfďŹ cers

Marketters Via

Contractors

Administration

Competition Gett

JunoTrains

Uber Work Places Grocery Stores

Business

Insurance Providers Car Cleaners

Hotels

PRIMARY Cities Bars STAKEHOLDER Savannah PD

Riders Co-Passengers Drivers

Location

Users

Restaurants Parking

Inspectors

Airport

Transportation hubs

Mechanics Gas Station

Malls

Technology

Smart Phones Makers

Developers Wells Mobile Network Providers

SECONDARY STAKEHOLDER

Chase

Internet Providers Pay Pal

Apple Pay BOA

Credit Card

Operating Systems Google

Comcast

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SCAD Security

Contexts have stakeholders (individuals or organizations) that have an investment, whether personal, ďŹ nancial, or otherwise. Among them are companies, partners, competitors, regulatory agencies, trade associations, and similar entities. It is valuable to map out all the stakeholders involved in the context so that their relationships can be better understood.

It is also useful to understand how stakeholders derive value from the context. This helps explain their motivations and interactions. It also helps us think about how stakeholders may be affected when changes happen to the context when new innovations are introduced.

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THIRD

SUCCESS TIME LINE Lyft is a peer-to-peer transportation platform that connects passengers who need rides with drivers willing to provide rides using their own personal vehicles.

Lyft was started in 2012 with the mission of building a peer-to-peer transportation solution that would help make cities safer, more affordable and better connected. Lyft now operates in 68 cities across the U.S.

2008 Jul

2010 Aug

2011 Sep

2013 Jan

2013 May

$300K Seed

$1.2M Seed

$6M Series A

$15M Series B

$60M Series C

Lyft Inc. launched out of Zimride, Inc. in 2012 and is based in San Francisco. In May 2013, Lyft sold Zimride to Enterprise Holdings.

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WHAT IS LYFT? When using Lyft, passengers have three options when it comes to choosing their ride: Lyft: the original offering that matches a passenger (and their friends) with a driver nearby; Lyft Line (currently available in San Francisco and Los Angeles): shared rides along shared routes, priced for daily use. Once passengers set their destination, Lyft will connect them to a ride already going the same way; and Lyft Plus: Lyft's six-passenger ride for when passengers need more space, or want to roll with more of their friends.

2014 Apr

2015 Mar

2015 May

2015 Dec

2016 Oct

$250M Series D

$530M Series E

$150M Series E

$1B Series F

Still Growing

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THIRD P.21

POPULAR MEDIA SCAN

POPULAR MEDIA SCAN

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THIRD

FINANCIAL PROFILE 2016 Gains

2016 Looses

700 Million

3.5 Billion

600 Million

2.7 Billion

Lyft

Uber

Lyft

Uber

Uber Marketing Spending: $96.1 Million Uber Marketing Spending: $295 Million

LYFT: Base cost: $1 MIn fair: $3.50 Cost Per Min: .12 Cost Per Mile: .86

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Uberx: Base: $1.60 Min Fair: $5 Cost Per Min: .13 Cost Per Mile: .85

Lyft 19%

Uber 81%

2016 U.S. Market Share

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THIRD

TRENDS MATRIX FORMERLY gy

o

l no

h

c Te

t ke r a

e

Pe

re u lt

EMERGING

- Diesel/ Fossil Fuels - Drive manually, self operated cars - People rely on sign boards/pedestrians for directions.

- Products are not connected

- Electric/ hybrid fuel efficient - Semi- Autonomous - GPS system - Community aggregated data - IOT integrated - Machine learning AI

- Autonomous Vehicles are changing the landscape - IOT is neccessary - Nueral network - Autonomous cars

- Cabs - Competing with cabs - Cash payments

- Competing with public transit.

- Competitive prices/ discounts - Sharing options - Cashless Economy - Real time information

- Taking public transit - Anticipating user needs

- Limited option to travel - Less flexibility options for travel - Work timings not flexible - Less traffic on roads - People hail a cab - People were aprehensive and cautious - Informal networks were stronger

- Time vs cost - Flexible hours at work - Convienience in the hands of private companies - Mobile apps to get cab - People are adapting to tech - Migration from rural to urban - More dependent on technology

- Denser population in cities - Integration of seamless technology - Diversification

-American dream culture - Cars were aspirational and private - Planning ahead

- Cars are ubiquitous - Convienience/ Instant Delivery

- Cars are a service - Personal Ownership is becoming less important - Public and private mixing

- Home delivery services market was not tapped

- Delivery packages / food

- Diversification of services

M

l p o

CURRENTLY

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s Bu P.25

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CONVERGENCE MAP TECHNOLOGY Lifestyle sub.

Robots AI UX 3D Printing Social Platforms Mobile Cashless transactions Wearables App integration Airbnb WiďŹ hotspots Advertising Home Automation Charging Stations Green spaces Live/work spaces Co working spaces Farmers markets Locally sourced Community gardens Open OfďŹ ces Breweries Emergency preparations

CITIES P.27

LBS IOT Service Aggregators Share economy Sustainability Quick Home Delivery Public transit Express lanes Int. transit map

Pedistrian Zones Tourist tours Small cars Biking Infrastructure

Drones Navigation Audio Interfaces Electric Cars Autonomous cars 3D printed cars Connected cars Hoverboards

Biking Rental Cars Rental Bikes Ride Sharing

TRANSPORT

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COMPETITORS-COMPLEMENTORS MAP THIRD

dimension 2

Comparison

Good Service

Hire Car Uber XL Lyft

Uber

Street Car

:) Car

Less Convienience

More Convienience

Bus Cabs/Taxis

Comparison dimension 1

Bikes

:( Car

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Bad Service

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THIRD

COMPETITORS-COMPLEMENTORS MAP

dimension 2

Comparison

Less Time

Uber Lyft

Cabs/Taxis

Cheap

Expensive

Car Pool

Comparison dimension 1

Bikes

SCAD bus Bus Pedicab

Safe ride

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THIRD

ANALOGOUS MODEL Aspect 1

Aspect 2

Aspect 3

BRAND DIFFERENTIATION

TECHNOLOGICAL ADVANCEMENTS

COLLABORATIONS

Blue Apron

Hundred Platform

GoPro + Red Bull

- Unique Sustainable options

Dove - No supermodels, real women - Promote self esteem and confidence - Honesty, innocent, well-being - Challenging Stereotypes

Fasten - Wants to prove there’s more than one way to reinvent ride services in the digital age.

Spotify - Offers weekly discoverly playlist - 50% Student discount - Connects with local music - Stays in preffered Genre and gives control over songs.

- Download (Offline listening)

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Finish education is has the world’s best educators. They take the most innovative teaching methods and showcase it on the hundred Platform.

Jibo Robot who is a part of your family. He knows you and cares about you. He loved people. Keeps track of family jokes/ memories/ stories.

Uber Window mounted Uber app logo that glows. Personalization by using your favorite color which flashes in the car when your ride has arrived.

- Extreme action sports - Athletes perspective - Fearless and Extreme - Stratos + Felix Baumgartner

Beats + Dr. Dre - Uses the reputation of Dr. Dre in the music industry to sell their products - Almost synomous with Dr. Dre

BMW + LV - The art of travel - Created a sports car model with LV designed exclusive 4 piece set of suitcases that fit perfectly in the cars rear parcel shelf

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FOURTH

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4 Interviews P.36

FOURTH

CATAGORIZED QUESTIONS Closed Do you like having conversations with random people?

Do you enjoy your commute?

Do you enjoy your commute with LYFT? Can you describe your daily commute with me using pictures?

Have you ever been a passenger in a Lyft or similar service?

Do you see Lyft as a full time job?

Is seeing a problem for you when taking Lyft? (rephrase to fit stakeholder)

Brain

Problem

What are your reasons for not using Lyft?

What are your reasons for not using shared transportation? “For some reason Lyft has not gotten to me and impacted me to the point I need to download it�

If you are silent person, and your passenger is also quiet, do you try to chat with you passenger or just keep silence?

Have you ever met any passenger or driver that made you feel uncomfortable? How did you deal with the situation?

What kind of conversations have you had with a co-passenger?

What is the best experience you have had while traveling from one place to another?

What do you do when you are waiting for your ride?

Who is the most interesting person you have met while traveling? What did you talk about?

What do you do when you are traveling on public transport?

Tell us about the last time you were really angry during your commute.

How were you introduced to Lyft?

Get more specific about the context and what day it was and why not another day?

How many hours do you think you spend on travel everyday?

What would you want to change about your everyday commute?

How often do you take Lyft?

What would make you choose Lyft over Uber?

Do you think that Lyft is a luxury?

What would make you give a tip to a lift driver? /Not

Have you ever had to explain what Lyft was to somebody?

Who were they? What was that like?

What is the process like, from beginning to end, when you decide to order a Lyft?

Rumors that Lyft treats drivers better and has a different system in place that Lyft drivers earn more?

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What is the process like, from beginning to end, when picking up a passenger?

Open What do you think about public transport in your city?

How would you change public transportation in your city?

What is your daily commute like?

How was life different before Lyft?

What could Lyft do for you other than just picking up and dropping off?

Feeling

Solution

Who would would you most love to travel with?

How might you book an Lyft without a phone?

If Lyft could actually “lift” you up how would you feel?

What would make you feel unsafe on the street?

Or when you are waiting for your ride?

What would your commute be like if you could travel to work in your bedroom?

Has Lyft ever saved your life? When was a time you were grateful you could just order a Lyft?

What if you did not have to pay for your transport?

What do you wish your passengers knew about being a Lyft driver?

If your imagination is the limit - what would your dream mode of transportation to work be?

What is the most enjoyable part of being a Lyft driver?

What’s the most challenging aspect of being a Lyft driver?

What are your impressions of the types of passengers that you’ve picked up?

Has a passenger’s behavior ever surprised you in a good way? In a negative way?

How do you imagine cars in the future?

How would you make getting a Lyft easier?

How might we enable people to drink alcoholic beverages with Lyft?

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POWERFUL QUESTIONS Driver Can you tell me a little bit about yourself?

Can you tell us a bit about your daily travel? How do you get around currently?

Do you remember the first time you heard about lyft? What was your first experience with ride sharing? What made you download the app?

What did you do for transportation before lyft?

How has lyft changed your life?

Can you describe how uber/lyft makes you feel?

Have you ever had to explain what Lyft was to somebody? Who were they? What was that like?

Do you feel any differently about the other?

How helpful is lyft? Has lyft ever helped you out of a jam?

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Where are the best places to pick up riders in savannah?

What are the types of riders you pick up in savannah?

Can you tell me about the most interesting ride you’ve given in savannah?

Why would you give a rider a bad rating?

What other gigs do you have?

Why do you think more people don’t ride lyft?

What would make you decline a rider? Are there any other reasons?

How do you think lyft could be a better service?

Have you ever changed your behaviour to try to accommodate a rider?

Why? What advice would you give to a new driver?

Rid Can you tell me a little bit about yourself?

Can you tell us a bit about your daily travel? How do you get around currently?

Do you remember the first time you heard about lyft? What was your first experience with ride sharing? What made you download the app?

What did you do for transportation before lyft?

How has lyft changed your life?

Can you describe how uber/lyft makes you feel?

Have you ever had to explain what Lyft was to somebody? Who were they? What was that like?

Do you feel any differently about the other?

How helpful is lyft? Has lyft ever helped you out of a jam?

der Where do you normally use lyft to go to and from? Why? What do you expect lyft ride/driver?

What are the types of drivers you encounter in Savannah? Anything in particular?

Can you tell me about the most interesting ride you’ve ever had in savannah?

Why do you think more people don’t ride lyft?

What would make you cancel a lyft ride?

Non Rider Can you tell me a little bit about yourself?

Can you tell us a bit about your daily travel? How do you get around currently?

Have you ever heard of any ride-sharing apps?

What modes of transportation do you use?

What do you think about the state of public transit in savannah?

How would you get around if your (current mode of transportation) wasn’t an option?

What would need to happen for you to download one of these apps?

Can you tell us about a good or interesting experience with a lift driver?

Why would you give a driver a bad rating?

How do you think lyft could be a better service?

What do you do while you ride?

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FOURTH

INTERVIEWEES Over 25 interviews were conducted to capture the views of a cross-section of stakeholders, including Lyft drivers and passengers, Lyft management, Savannah residents, local businesses, students, professors, and professionals.

User Name: Nathan Bishop Relevance: Engineer at Gulfstream Location: Savannah Name: Olivia Horkan Relevance: Professor Location: Savannah Name: Payal Chug-Vaidya Relevance: Lyft User Location: Savannah Name: Allie Cashman Relevance: Student Location: Savannah

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Lyft Driver Name: Benoit Kindo Relevance: Lyft Driver Location: Savannah Name: Steven Relevance: Lyft Driver Location: Savannah Name: Emma Relevance: Lyft Driver Location: Savannah Name:Naveed Eghterafi Relevance: Lyft Driver Location:Savannah Name:David Teston Relevance: Lyft Driver Location: Savannah

Technology Name: Kamyar Mohager Relevance: Head of Developer Platform Loaction: Unknow

Other

Competitor Name: Bridgette Relevance: Uber Driver Location: Savannah Name: Belinda Relevance: Uber Driver & Bakery Owner Location: Savannah

Name: Charles Hall Relevance: Director of Transportation at SCAD Loaction: Savannah

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FOURTH

“Hard working, very strong willed, social and easy going with certain situa

not being able to find where we were.” “Um, I really like UBER becau

ride from them.” “What are the types of drivers you encounter in Sava

people, you’ve never had a bad driver.” “I think if they step up their game UBER driver, generally they are really nice and they always want to have

However, I really enjoy walking places and I would choose to walk over d

and UBER wasn’t loading correctly and someone told me that you got a c

and we took LYFT to downtown.” “I feel like Lyft is almost in a way classi

now that I know about the rating system of the drivers, I expect the drive

to be better than an UBER ride.” “LYFT feels like it’s a little elevated from

like a cab that I would rent because I have their details and I kno

has my details.” “I'm not sure if they have it here but they are supposed to

have a problem.” “That, basically, I'm having trouble with the app.” “I can'

show me the time.” “So I don't know how much time it’s going to take.” “S

quarter, I feel as their service has become um...poorer because they do P.43

ations.” “I actually never ended up taking LYFT because they ended up

use they are very consistent and I’ve never really had a bad

annah? Anything in particular?” “I get very diverse people. Very nice

e up towards UBER and if their rides are cheaper.” “I always talk to the a conversation with you about anything.” “Currently, I drive my car.

driving anywhere.” “Yup, I was outside of an apt building in savannah ga

certain amount of money of you first lift ride.” “So, we downloaded lift

ier now and the people in the city use it more. Uber is big here.” “Um,

e is going to be a little better ride than a UBER drive because I expect it

m UBER.” “I feel more safer than I would feel in a normal cab or

ow who the driver is.” “I know the number, and even the company

o have a feature which is like send an alert or something I think if you

't see how much time it’s going to take, because once I book it, it wont

So thats one problem, and I think recently since i’ve been back for the

on’t have as many ars or many drivers.”

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FIFTH

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5 Cultural Probes P.46

FIFTH

IDEATION Gender Using

Male Female

Telepathy Call

Pigeon

For Who

Use the App

Ride

Waving down a Car

Lyft

Ask the Front Desk

Uber

Use a Kiosk

Just Me Projects Pets Homies Business Acquaintances Drinking Buddies Family Romantic Partners

Reason Driver Pulls up Convertible Motorcycle Side Car Smart Car

Sedan

Safer Friendlier Cheaper Faster Better App Interface Convenience Nice Cars

Morning Night Midday Afternoon

Helicopter

Driverless/AutonomousBar Vehicle Lifted Truck Humvee Electric Car Pedicab

Time

Leave From Dorm Studio

Home

OfďŹ ce School

Concert

The driver

Friend’s House

Is an expert navigator Is conscientious of your needs Gives your free product samples

Get in car and Buckle Up, and are quiet.

Use the ride to do work Play a game on your phone Chat with travel companions Start a conversation with the driver about something

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Has excellent musical tastes knows local spots

Mall

The driver is Funny A Learning Opportunity/Informative Comfortable Nourishing Silent Spiritually Uplifting Clean Pumping You Up

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FIFTH

CULTURAL PROBES To cast a wider research net, we designed a cultural probe to collect specific data on the ridesharing habits, preferences and wishes of Savannah residents. After piloting the probe on SCAD’s campus, we revamped the design to make it more interactive, clearer for the user, and to yield more data sets.

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FIFTH

CULTURAL PROBES INSIGHT The final design walked users through a ridesharing journey, prompting them for answers at each step of the ride. We set up the probe outside the Savannah Public Library, near a local coffee shop, and along a busy thoroughfare to maximize the diversity of respondents. The cultural probe was very well received and provided us with invaluable data.

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SIXTH

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6 Research P.56

SIXTH

ORGANIZING OUR RESEARCH Armed with a bulk of raw data from interviews and our cultural probe, we entered the next phase of research.

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SIXTH

TRANSCRIBING INTERVIEWS Our ďŹ rst task was to translate each unique data point on to a post-it notes.

We used a color-coded system to identify each round of data, starting with yellow post-its.

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VISUALIZING THE “PARKING LOT” Over the course of our research we created a running list of ideas for Lyft to implement, calling it the “Parking Lot.” Once our research was completed, we revisited the parking lot to sketch visualizations of each idea.

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SIXTH

AFFINITIZING PARKING LOT CONCEPTS & DATA POINTS We grouped similar sketches and then affinitized our parking lot concepts with the data points we had earlier transcribed. By doing this, we identified which concepts were supported by data.

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SEVENTH

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7 AfďŹ nity P.66

SEVENTH

Stage 1 Transcribe data on to yellow post-it notes.

Conduct multiple rounds of afďŹ nitizing.

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SEVENTH

Stage 2 For each cluster of yellow post-its created in Stage 1, write a synthesized version on a blue post-it.

Written in user’s voice.

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SEVENTH

Stage 3 AfďŹ nitize the blue post-its.

For each cluster of blue post-its, write a synthesized version on a pink post-it.

Written in user’s voice.

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SEVENTH

Stage 4 AfďŹ nitize the pink post-its.

For each cluster of pink post-its, synthesize the information into an insight that can guide concept development. Write insights on green post-its.

Does not need to be written in user’s voice.

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THIRD

Two by Two AXIS One axis depicts the ease of implementation, the opposing axis represents the perceived cost of implementation. We reďŹ ne our selection of conceptual soltions; therefore, we are able to determine which are most relevant to our subjects, and move forward with the development of our solutions.

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EIGHTH

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8 Concepts P.88

EIGHTH

Core Value After we get done with affintizing, we found some key words which can represent the core value to be the principle of the improvement that are real, accessible, experience, conventient, flexible.

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Experience A cc e

ss

Flexible

l

ea

R

LYFT

Conventient

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Concept 1 The true map is to transparentize information about accurate location of drives and ways that drivers are driving on. It also can recalculate the route that drivers are driving on if there is an accident event on the way; therefore, drivers can ask passangers changing original route to another more faster route for avoiding wast time and trafďŹ c conjection.

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Concept 2 The function of Assist is to help people who are disable people or someone need take a ride with pets like service dog or even someone need to pick children up; therefore, this way would be a safe and convenient way to give rides to people.

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Concept 2 The function of Assist is to help people who are disable people or someone need take a ride with pets like service dog or even someone need to pick children up; therefore, this way would be a safe and convenient way to give rides to people.

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EIGHTH

Concept 3 Event ride will be the best way to people who do not have cars but they usually have to take a ride to somewhere they need to arrive at. This way allow riders can book daily rides or book a ride before they take a ride one day or several days ago.

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Concept 4 The kiosk is to let people can book a ride on street if their phones are out of power. Additionally, the kiosk has speciďŹ c location, so the drivers can ďŹ nd out passangers easily without spending time to look for where the passengers are. Furthermore, the kiosk has S.O.S button for people who are in dangerous. The warning sounds can attract others people attentation; therefore the evildoer are not able to do anything.

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NINETH

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9 Prototype P.100

NINETH

True Map With TrueMap, 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 pick up riders outside of dense population areas recieve a bonus. For riders, TrueMap also introduces a game-like feature. The 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.

Why it’s needed Naturally improve the efficiency of Lyft pick-ups and encourage drivers to broaden the geographic neighborhoods they serve.

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.

The TrueMap will highlight events, festivals, bars, restaurants, and museums. The passenger experience goes beyond the ride.

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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.

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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.

Why it’s needed Going that extra step makes all the difference for passengers A communication channel between the passenger and driver can clarify and set expectations prior to the ride.

Getting extra information from passengers will allow drivers to respond to the requests that play to their strengths.

Emphasis on community-focused qualities will enhance the brand’s strength and increase Lyft’s accessibility.

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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.

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NINETH

Travel Plan 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.

Why it’s needed Lyft offers transportation that is familiar and reliable, and eliminating the need for passengers to navigate new systems Offers riders a personalized itinerary and the flexibility of a personal car without the hassle of car ownership or rental.

An affordable alternative to specialized tour bookings and access to local services.

Development of partnerships in hospitality and tourism industries.

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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.

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Car Pool 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.

Why it’s needed Professionals are interested in carpool options that are reliable Transportation needs to be flexible to allow for long work hours or unexpected family obligations.

Public transportation is a last resort due to unreliability, inconvenience and safety concerns.

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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.

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NINETH

Booking Booth/Kiosk 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.

Why it’s needed The Hub will make Lyft’s service visible and ubiquitous.

The user market will be significantly expanded.

Positions Lyft to be integral to city planning needs.

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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.

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10 Showcase P.112

TENTH

Invitation Along with teams from our creative agency, we held a ďŹ nal showcase to present our solutions to stakeholders.

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TEAM LY FT cordially invites you

our Final Presentation

3 March 2017 6 PM Onwards See you there!

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Link

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