Goodmorning my non-existent reader, hi mom and dad. I’m glad to invite you today to view my design process. I was wondering in my yellow cab ride yesterday why Uber and Lyft don’t have TV screens displaying interactive ads ride info to customers, it seems like a great opportunity to enhance the ride experience. The only thing I’m worried about is that my past interfaces haven’t gotten too far – ie. the foldable display. Going to start jotting down some initial brainstorms:
Regular TV, hangs on passengar seat
Map, location, driver info. All typical Uber information
TV is controlled via the Uber app on your phone
TV ads get mirrored onto your phone - for ease of saving and purchasing
Ad’s are geared towards the user thats in the cab
Yellow Cabs TV’s suck they are hard to control and the ads are boring and irrelevant
Current Solutions to this opportunity
Vugo is a Ridesharing Ad company, that’s currently raised 200k as a B2B infotainment system focusing specifically on making rides “cheaper and more entertaining” according to their website and video. They’ve showcased quite a bit of research on their website including a patent by Ford, which predicts that all cars in the future will mainly revolve around streaming video content and viewing the road in augmented reality - so they’ve placed a projector in the back seat along and a scrim that covers the front windows - it’s not known exactly what content will be projected, but I assume the projector will superimpose the road overlayed with augmented reality content as well as additional video content and car functionality - the car will become a massive entertainment system.
Nevertheless…the way things are going now, people won’t even be owning cars in the future, so starting the right experience for ridesharing, is a good first step into understanding how consumers will be digesting video content on the go in the near future.
Vugo continues to discuss Destination Data, which is the most interesting portion of their research. They say that where people go in a ride share is a key indicator of what content they are looking to engage with once inside the vehicle. “If I’m heading to a business meeting, what brings value to me is very different than if I’m heading to a concert. They are two entirely different passenger experiences that still occupy the same physical space in a vehicle.”
If you book an Uber ride on Friday evening, ads for restaurants and movies may be relevant at that moment. If you are stuck at an airport because of a delayed flight, you may be more inclined to sign up for Netflix. Driving on a highway at noontime is perhaps the best time for your Google Maps on your car dashboard to show nearby food places.
— Sunil Gupta, Harvard Business Review. “In Mobile Advertising, Timing is Everything” November 4, 2015.
The top 20 destinations for ridesharers
1. Home (residential addresses) 2. Workplaces and Offices 3. Tourist Destinations 4. Restaurants & Food-related 5. Bars 6. Airports 7. Retail Stores 8. Fitness Clubs 9. Doctor’s Offices & Hospitals 10. Bus & Transit Stations 11. Hotels 12. Sporting & Entertainment Events at Stadiums 13. Night Clubs 14. Grocery Stores 15. Shopping Centers 16. Bakeries 17. Colleges and Universities 18. Coffee Shops and Cafes 19. Department Stores 20. Pharmacies
Instead of annoying ad’s, this system will provide sponsored video from content providers such as Netflix and entire shopping experiences from your favorite retailers.
Content on the screen will display the most important information while the iPhone will be a compliment. The phone will change based on the content on screen. At the same time, the phone will change what’s on screen. The phone is the control center where the users has a few ‘apps’ to choose from including Ride info, Shopping and Video content. Ride info is not sponsored but both shopping and video content are. Users only get to browse through content that is suggested to them by the content provider. If hypothetically we made a deal with Netflix, they can load up as many shows as they’d like onto the platform. It would be interesting to also showcase Netflix videos based on the riders age and gender and destination.
For shopping as well, companies can promote their brand’s products by playing an advertisement on the screen while at the same time giving the suers ability to shop on the app. The function of the video is different on the phone than shopping.
The new Uber app has an ‘on trip’ function accessible throughout your ride by flicking up the bottom bar that gives you access to additional ride information. The information is secondary to your ride info, b/c that’s the most important part of the ride, so although the user might be browsing other information they always have access to easily go back. Before getting into what info ‘on trip’ provides, I want to make sure of a map centric UX before anything else.
“As we looked ahead at each step, we realized we were neglecting the longest part of the user experience—the trip itself. We thought about the music you might want to listen to en route, the menu at the restaurant you’re headed to, and how you could stay connected to the people you’re going to see. We built a platform for content that will put you and your journey at the center.”
@UberDesignTeam, I’ll lend you a helping hand
It looks like Uber is semi-secertive about what exactly they’ll be placing on the ‘on-trip’ screen, but from the image and text it looks like the content will include
Suggested Pandora Stations
Menu From Restaurant you’re heading to (destination driven)
Connected to your friends that you’re meeting up with through snapchat
nearby restaurant reviews
Aside from the pandora station, all of the other features are location based, which I’m not sure is the best approach – it may be useful to know what’s around you, but you have the map for that, I think its most important to have apps that make you feel productive and let you kill time.
For the general layout of the app, I’m going to center the navigation around Uber’s on trip screen
When you get into the cab, the rider will no longer see a map on their phone - but instead be provided with a more unique trip experience.
I expanded the User Flow for Shopping a bit, to reflect a more unique experience, separate from both music and movies.
On the left I have the Homescreen for both the phone and the TV they are both accessible at any time. Next the user is going to click onto music.
I am showcasing the phone and the TV at the same point in time.
So that’s Spotify, next up is an example of a movie and shopping sponsorship
Until Tomorrow Morning,