Uber Green @ Ford

Encouraging a sustainable ride-share experience to Uber passengers

During the summer of 2023, I had the opportunity to work at Ford and attend immersive vehicle event where I learned about the EV lease partnership between Ford and Uber. For my independent intern project, I designed additional interfaces to the current Uber mobile app to motivate passengers to choose a sustainable ride-share experience.

Timeline

Jul–Aug 2023

Roles

UX Designer

UX Researcher

Tools

Figma

Tools

Human-centered Design

Electrifying the Uber experience

The core goal for this project is to make drivers want to own electric vehicles,
and make passengers want to ride in electric vehicles. The addition of a sustainability setting that enables riders to customize and get rewarded for riding electric motivate Uber users to choose electric vehicles when booking rides.

Ford x Uber EV Lease Partnership

In 2023, Ford launched a new flexible lease partnership for their Mach-e models with Uber drivers to boost electric ride-share adoption.

600,000

EV Production
in 2024

EV Production
in 2024

Zero Emission

Mobility Platform in US, Canada, EU by 2030

Mobility Platform in US, Canada, EU by 2030

Creating a positive feedback loop in the
EV ride-share ecosystem

With more Ford EV supply entering the Uber market, I determined that
demand for EV ride share should increase for the ecosystem to thrive.

Design Opportunity

How might we encourage ride-share passengers to choose electric vehicles to live more sustainably?

Research Insights

Three main focal points of research

Rider Habits

What transportation do people utilize
and what are the occasions of using rideshare?

Opinions on EV

What pain points do users experience
with existing ride share services?

Incentives

What incentives make people feel motivated to take action?

Travel & Recreation

The most common occasions for using ride share services are for traveling and recreation (airport, drinking, vacation)

Travel & Recreation

The most common occasions for using ride share services are for traveling and recreation (airport, drinking, vacation)

Opinions on EV

On a societal level, users think EV should be default if there is a supply.

Financial & Emotional Benefits

Users feel good about choosing EV, but because they tend to be expensive, users desire financial merit as well.

Electric vehicles should be commonly adopted, but individual users value financial incentives & emotional validation

Introducing Sustainable Rider

Uber Green is a low-emission ride option that connects riders with hybrid and fully electric vehicles.

Set Uber Green as default

Set Uber Green as default, and round up the cost of your ride to
make donations to environmental organizations

Earn Green Mileage every time you ride

Earn mileage points for every mile you ride in an Uber Green,
and use it like cash towards your future Uber Green rides

Earn mileage points for every mile you ride in an Uber Green, and use it like cash towards your future Uber Green rides

Projected Outcome

Values for Ford

Meet electric vehicle production goals

Improve brand recognition from Uber riders

Reach long term sustainability goals