Drive Quests
Solving for two of the biggest unknowns for Uber Drivers: What can I make today & Where should I go next?
After joining the Marketplace team in 2016, one of my first projects was to work on a highly complex system problem affecting riders, drivers, and the Uber marketplace. In order to reduce wait times for riders and offer better pricing…we needed more drivers driving. In order to get more drivers on the road, we need a more efficient way to offer them incentives and get them to drive in the areas we needed them to be. The ultimate problem was designing a more efficient marketplace. Drive Quests (or Bundles) was an experiment to test some possible solutions and supply-shaping experiments.
I helped lead the team through user research, design strategy, naming, content design, and of course delivering the final product designs to engineering to build. Quests were deployed in several markets around the world and were very successful for both Uber and Drivers.
Research helped Product better understand users’ needs and goals and articulate the value props of Quests
Value Props
After several rounds of user research with drivers, it was very clear what their top goals were each day. They wanted to optimize their time spent in the highest-earning potential areas and know what to expect for earnings each day and week. So we wanted to design a new product offering that gave them:
Stress-free driving experience.
Earnings clarity & stability.
No more conflicting instructions.
Project Constraints & Complexity
Many designers love constraints as it helps to clarify the problems and focus on the solutions. And boy did this project have complexity! The most fun projects are the most challenging ones, and this project had over a dozen product and technical complexities to navigate and design around. I had to work cross-functionally with over 8 different teams, working between the old app and the yet-to-be-designed new design system, and ship in 2 months.
Starting a Quest
One of the simplest, but most profound design improvements was the timer at the top. These helped drivers know the system was active, their time was valued, and how much was left to complete their quest. The toggle button allowed them to pause the quest and go offline for a break.
Maximizing opportunities
The app constantly updates the driver with the best places to drive at that time to maximize their earning potential.
Drive at a relaxed pace
Taking a lunch of bio break, filling up with gas, or just taking a breather, drivers aren’t pressured to drive the entire time. The app helps them manage their time and how much longer they need to drive to complete the quest on their schedule.
Lyft’s Bonus Zones
Imitation is the sincerest form of flattery
In 2021, Lyft launched its own version of Ride Quests (aka Streaks or Bundles). They based their designs on mine! One of the many times Lyft borrowed my work.
