Rachana_UX Assignment 2
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Date
Feb 20, 2024
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Lyft Case Study – Report
Overview of the Case Study
This in-depth report delves into Lyft's ambitious journey of redesign, gathering invaluable
insights from workshops and conversations with Frank Yoo, the head of UX and product
design at Lyft, and Vicki Tan, a Lyft product designer. The case study scrutinizes the
objectives fuelling Lyft's redesign, the design principles steering their course, the formidable
challenges they encountered, the compelling reasons behind the redesign, and the profound
impact it made.
Introduction
Lyft, established in 2012 and headquartered in San Francisco, is a prominent player in the
transportation network sector. They bring passengers and drivers together through a mobile
app, with a mission to enhance transportation for people worldwide.
Redesign in a Nutshell
Lyft embarked on a substantial redesign endeavour with the primary goals of gearing up for
future growth, enhancing user-friendliness, and facilitating user navigation. Crucial insights
from Frank Yoo and Vicki Tan's presentations were pivotal in this journey.
Design Principles Explained
Lyft's design principles revolved around the core tenets of clarity, consistency, and
uniqueness. They aspired to simplify user choices, ensure uniform experiences, and create an
aesthetically pleasing design. Prior to the redesign, Lyft faced several challenges:
1. Difficulty in locating requested drivers.
2. Obscure information regarding costs and estimated arrival times.
3. Absence of directional indicators for cars.
4. Suboptimal utilization of colours.
5. Awkward positioning of user choices.
6. Ambiguous "Request Lyft" button, particularly confounding for new users.
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Lyft Case Study – Report
Reasons for the redesign
The redesign was driven by several key reasons, each addressing specific issues and
challenges. The reasons and detailed analysis are as follows: Poor Representation of Requested Drivers: Analysis:
One of the major issues Lyft faced was the inadequate representation of the
requested drivers. Users had difficulty identifying their assigned drivers, which led to
confusion and potentially unsafe situations. Lack of Transparency about Price and ETA: Analysis:
Users often found it challenging to obtain clear information about ride costs and
estimated arrival times. This lack of transparency contributed to user frustration and
dissatisfaction.
Non-Directional Cars:
Analysis:
The absence of directional indicators on the app's map made it difficult for users to
understand the orientation and direction of their assigned cars. This caused confusion and
uncertainty. Weak Use of Colour: Analysis:
Lyft's previous design underutilized colour, potentially missing opportunities to
guide users and create a visually engaging experience. Awkwardly Placed Options Panel and Vague "Request Lyft" Button: Analysis:
Users also faced difficulties when interacting with the app's options panel, which
was poorly positioned. Additionally, the "Request Lyft" button lacked clarity, particularly for
first-time users.
Solutions for the Issues
1. Enhancing Driver Representation
Problem:
Users had difficulty identifying their assigned drivers.
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Lyft Case Study – Report
Solution:
Lyft introduced detailed driver profiles including driver name, car colour/model,
and license plate number, boosting user confidence and safety.
Outcome Analysis:
This enhanced transparency, reducing cases of mistaken identity and
ensuring safer rides.
2. Improving Transparency on Costs and ETA
Problem:
Users struggled to access clear information about ride costs and estimated arrival
times.
Solution:
The redesigned app introduced a "Price Estimate" feature, empowering users to
make informed decisions.
Outcome Analysis:
The "Price Estimate" feature increased transparency and user satisfaction,
allowing better ride planning.
3.Adding Directional Information to Cars
Problem:
Users had difficulty determining the direction of their assigned cars.
Solution:
Lyft revamped car icons on the map to include directional indicators, easing user
tracking.
Outcome Analysis:
Directional indicators reduced confusion, leading to smoother and more
predictable rides.
4. Strategic Use of Colour
Problem:
Lyft's previous design underutilized colour.
Solution: Lyft incorporated hot pink as the primary colour for key actions, enhancing visual
appeal.
Outcome Analysis:
Judicious use of colour improved aesthetics and design intuitiveness,
resonating with users.
Key Takeaways
1. Importance of User-centred Design Principles
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Lyft Case Study – Report
- Lyft's redesign success can be attributed to its unwavering commitment to user-centred
design principles.
2. Utilization of User Feedback and A/B Testing
- Lyft's approach to user feedback and A/B testing played a pivotal role in their redesign
process.
3. Integration of Psychology in Design Principles
- Lyft's unique approach of integrating psychological principles showcases the significance of
psychology in design.
Lyft's Insights for Other Businesses
1. Prioritize User-centred Design
- Businesses should invest in understanding user needs through research and testing.
2. Embrace Iteration and Testing
- Cultivate a culture of experimentation and data-driven design.
3. Incorporate Psychology and Behavioural Science
- Explore how principles from psychology and behavioural science can influence user
engagement.
4. Build a Strong UX Research Team
- Dedicate resources to understanding user behaviour deeply.
5. Communicate and Visualize Design Principles
- Ensure all team members comprehend and align with design principles.
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Lyft Case Study – Report
Improvements:
Enhanced Clarity in Design Principles:
Improvement:
While Lyft's design principles are clear and concise, enhancing the clarity
further could benefit both the design team and stakeholders. Alternative Solution:
Lyft could consider creating detailed design guidelines or a style guide
that provides specific examples and best practices for implementing each principle. This
would make it easier for the design team to apply these principles consistently.
Explanation:
A comprehensive style guide would serve as a reference document, ensuring
that all team members have a shared understanding of how to translate these principles into
actionable design decisions. This would result in a more consistent and cohesive user
experience. Gamified User Feedback: Improvement:
To encourage more users to provide feedback, Lyft could gamify the feedback
process. Alternative Solution: Implement a reward system where users earn points, discounts, or other
incentives for providing valuable feedback. Explanation:
Gamification can motivate users to actively participate in providing feedback,
which can lead to a larger pool of insights. This approach can increase user engagement with
the feedback process. Usability Metrics Dashboard: Improvement:
Lyft's focus on quantitative analysis is commendable, but having a centralized
usability metrics dashboard could be beneficial. Alternative Solution:
Develop a dashboard that tracks key usability metrics, such as task
completion rates, error rates, and time-on-task, and make it accessible to the design and
product teams.
Explanation:
A usability metrics dashboard provides a quick and easy way to monitor the
impact of design changes on user behaviour. Teams can identify trends and anomalies,
allowing for timely adjustments to the user interface and user experience. 5
Lyft Case Study – Report
Conclusion
The Lyft redesign case study serves as a compelling example of how prioritizing design and
user experience can create significant business value. It underscores user-centricity,
continuous improvement, and collaboration among design and research teams as key pillars
of success. These insights are universally applicable, guiding design teams in their pursuit of
excellence and user satisfaction.
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