Ride for multiple passengers
Ride for multiple passengers
Product design
Microinteractions
Flowchart
Card sorting
Uber Charter enables seamless travel with flexible itineraries for groups up to 55 passengers. The charter industry is largely offline, includes massive friction in the customer experience, and is highly fragmented.
Uber Charter offers an entirely self-service digital experience, with the option to speak to a human at any time.
Charter at-a-glance
Charter
at-a-glance
15.2M
Sessions
4.4K
Requests
2.2K
Bookings
38%
Corporate
bookings
20%
Corporate
repeat usage
4.4K
Requests
15.2M
Sessions
2.2K
Bookings
192
192
Live cities
Live cities
$1.8K
$1.8K
Average fare
Average fare
38%
Corporate bookings
20%
Corporate
repeat usage
3x
Conversions on web
Service areas in USA
Service areas
in USA
Booking flow
Booking flow
Growth improvements
Growth improvements
Delayed login
Delayed login
Initially, we required riders to log-in before entering the booking flow on web & mobile. This resulted in 50% - 60% drop off.
We moved the login requirement to right after the rider completed the first two booking steps (Itinerary and trip type) they had to login to see the quote and vehicle selections.
We brought more high-intent riders into the booking funnel this way. Conversion increased and especially through SEM.
Initially, we required riders to log-in before entering the booking flow on web & mobile. This resulted in 50% - 60% drop off.
We moved the login requirement to right after the rider completed the first two booking steps (Itinerary and trip type) they had to login to see the quote and vehicle selections.
We brought more high-intent riders into the booking funnel this way. Conversion increased and especially through SEM.
28%
of user abandon during the checkout because the site wanted them to create an account
Source: NRF
28%
of user abandon during the checkout because the site wanted them to create an account
Source: Baymard
Choose your ride
Choose
your ride
Our focus was to always let the vehicle exterior and interior images do the selling. There was always sticker shock with pricing so we tried to alleviate that through selection.
Our focus was to always let the vehicle exterior and interior images do the selling. There was always sticker shock with pricing so we tried to alleviate that.
Price match guarantee
Price match guarantee
Competitors were typically materially cheaper than US Coachways (Uber's partner) due to the broker model. We wanted to leverage our brand + lower pricing to see if that would increase conversion and bookings.
37% of customers cited pricing as the reason for abandoned draft trips.
Competitors were typically materially cheaper than US Coachways (Uber's partner) due to the broker model. We wanted to leverage our brand + lower pricing to see if that would increase conversion and bookings.
37% of customers cited pricing as the reason for abandoned draft trips.
Review booking
Review booking
Clearly summarized all important trip details for rider and alert them to cancellation policy.
We played around with information hierarchy, sequencing, and particularly where we placed the cancellation policy, focusing on trip confirmation.
Clearly summarized all important trip details for rider and alert them to cancellation policy.
We played around with information hierarchy, sequencing, and particularly where we placed the cancellation policy, focusing on trip confirmation.
AI live support
AI live support
• Support tickets indicate there are informational questions that can be answered faster via AI support than live agent.
• Majority of funnel drop off occurs largely due to questions around pricing and vehicles that can be answered without a human dedicated.
• Chatbot can be a great tool to bucket high-intent vs. low-intent riders and assist in more targeted follow-ups with high-intent riders
• Support tickets indicate there are informational questions that can be answered faster via AI support than live agent.
• Majority of funnel drop off occurs largely due to questions around pricing and vehicles that can be answered without a human.
• Chatbot can be a great tool to bucket high-intent vs. low-intent riders and assist in more targeted follow-ups with high-intent riders
7.2%
Led to the
rider booking
25%
Rider wanting
to book a trip
7.2%
Answers led
to booking
25%
Rider wanting
to book a trip