Uber
Context:
During an extended period of hyper-growth, it became critical to remove numerous causes of friction during the new Driver onboarding process. The overwhelming demand on the Customer Support team's ability to address onboarding issues with speed and efficiency needed a significant reduction.
Contribution:
Cross-functionally worked on the research, planning, and UX development of a new Driver onboarding process (FTTO), where assistance for final verification was available in person at physical Driver-hub locations. Additionally, I proposed, owned, and wrote the company's first Chatbot to guide users through the entire onboarding process successfully.
Impact:
First Trip To Office (FTTO) onboarding flow increased new Driver adoption by >30% within 6 months of being released
Customer Support demand by Drivers decreased by >35% in 4 months following the Chatbot launch in select North American cities
Saved $1.2 million in additional resources initially budgeted for Customer Support expansion
New Onboarding UX
Officially called 'First Trip To Office' (FTTO), we created this user flow to help those having difficulty with the onboarding process complete their verification with face-to-face assistance from an Uber Support Specialist.
The path of least resistance.
If you wanted to drive for Uber, having a vehicle was an obvious requirement to do so. If someone didn't own or have access to one, we added the option to get one, providing eligibility for all.
Navigating towards success.
We then guided them through a journey that would allow them to complete their onboarding with support members at physical locations – designed to replicate similar experiences they would have once verified to drive. A 'test drive,' if you will.
With a helpful human touch.
When users choose to onboard at 'the office,' they could choose from multiple convenient locations, followed by a map that took them to their selected location. An acknowledgment via text came next, along with a necessary document reminder and the location address and operating hours.
Chatbot UX Flow
What if no one's available to speak with you when you hit an onboarding hurdle?
I decided that a Chatbot using conversational prompts as a guide with a built-in feature that connected users with a live Support Specialist could successfully carry users across the finish line after three unsatisfactory attempts.
That it successfully worked was our much-welcomed surprise.
No experience. No hesitation.
I had a lot of self-confidence and fancy terminology at my disposal when I proposed this idea. In reality, I was utterly dancing in the dark while developing a brand new feature that would become the lengthiest and most robust writing project of my career.
The old 'fools rush in' scenario or a risk worth the rewards situation? Yes.
-Shown below is a partial image crop of the overall UX and Copy work for the project.
