Design Manager
The team learned based on foundational research that we were not meeting the needs of a segment of our riders, mainly business riders, that were looking for higher quality ride in a better price point. Our Select line was too expensive, inconsistent and it value proposition was not clear. These riders felt that the Uber X offering, though in a great price, was often inconsistent to their needs, car could be old or small, sometimes complaining of smells or service of the driver comparing to private car companies.
By Creating Uber Comfort, Uber’s version of “Economy Comfort” we delivered an experience that’s elevated and gives the rider more control, with a clear value proposition of newer cars and highly rated drivers, in a price point they can afford often.