Newest vertical within a suite of Uber products to bring a door-to-door travel experience
Project Overview.
Uber is committing to becoming a fully electric, zero-emission platform by 2040, with a vision of being a one stop shop for door-to-door micro-mobility travel. In a B2B partnership and API integration with Omio, Berlin-based multimodal travel platform, Uber is testing the addition of trains and coach as a new vertical that will allow their app users to have everything from start to finish within the app.
Role.
Product Designer for trains and coach
Platforms + Tools.
Figma, Illustrator, Jira, Sketching, Slack, Zoom.
Collaboration.
Upper management, stakeholders, Omio team, Product, ENG, research and Design team members
Timeline.
Weekly sprints - Launched August 2022
Deliverables.
UX/UI Design, Product Design, Design System, Wireframes, Prototypes in Agile framework
Problem.
Uber has been distinguished as an ‘agency model’ versus a ‘merchant model’, increasing Uber’s tax liability based on new tax guidelines in the UK. However, a new ‘merchant’ distinction allows Uber to qualify for a special tax which would lower the rate. In order to qualify, Uber must show that the business model operates like a tour operator, allowing riders to book multiple transportation & accommodation options, including Rail and Coach.
Establishing new connections
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Initial Solution.
New Rates • Model Change • App Engagement
Uber did not have a differentiated intercity offering in the UK as of today due to regulatory concerns. With an annual $3MM GB for Intercity trips in the UK via organic UberX demand and given the prevalence of public transportation (trains, coach) as a way to travel within the UK and within Europe, Uber partnered with Omio to scale a wider selection of over 1,000 routes to their riders via the app. With this partnership, Uber will now have a competitive advantage over aggregators with their ability to offer multi-modality rideshares and seamless payments/account information for the ultimate door-to-door travel all in one app.
“Meanwhile, in the U.K., this feature will look a bit different. Uber will pilot giving users the ability to book trains, buses and car rentals, starting summer 2022.”
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