capstone

Case Study

MODE: Rideshare

How Might We...

With many ideas brewing during research, I was finally in a strong position to ask some targeted questions in the form of “How might We…” statements. I love this tool because it quickly transforms user needs and desires into crystallized design goals:

How might we ensure drivers and riders share expectations of details that affect the ride experience?

How might we ensure corporate employees of rideshare companies receive actionable data about ride experiences?

How might we take worry about gender-based safety as close to zero as possible?

How might we create more unique ride features worth paying for?

How might we reduce feelings of uncertainty about location and timing?

These questions quickly spurred vivid ideas about what the design would need to be, do and look like. The more I clarified these goals, the more I remembered how consistently interviews with rideshare corporate employees pointed to uncertainty in a time of rapid evolution. Any individual question immediately implied a dozen more lines of inquiry.

Again, the broader systemic context is the only way to think through the problem. As corporate employees told me, the future of a ride is tied to:

  • The future of work

  • The future of cities

  • The future of regulation

  • The future of transportation integration (rideshare to public transit, or bike vs. scooter rental)

  • The future of transportation technology (strangers ridesharing in autonomous vehicles)

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