Uber Pro
Uber Pro
Uber Pro is a rewards system where drivers earn points for completing trips and meeting quality criteria. The more points drivers earn, the better the status and rewards they unlock. We identified then simplified a complex set of inputs to create a system that benefits drivers and Uber alike.
At the time, our relationship with drivers was deteriorating due to price cuts and other dynamics
Drivers were deeply dissatisfied, and Uber's marketplace was suffering because of it.
At the time, our relationship with drivers was deteriorating due to price cuts and other dynamics
Drivers were deeply dissatisfied, and Uber's marketplace was suffering because of it.
At the time, our relationship with drivers was deteriorating due to price cuts and other dynamics
Drivers were deeply dissatisfied, and Uber's marketplace was suffering because of it.
We can't simply pay drivers more
And we had already enacted a suite of driver forward, yet disparate, products.
We can't simply pay drivers more
And we had already enacted a suite of driver forward, yet disparate, products.
How do you rebuild trust with drivers while encouraging behaviors the marketplace relies on — without increasing base pay?
Driver Goals
Make time on the road more valuable, so they perceive their working relationship with Uber to be more fair and equitable.
Driver Goals
Make time on the road more valuable, so they perceive their working relationship with Uber to be more fair and equitable.
Driver Goals
Make time on the road more valuable, so they perceive their working relationship with Uber to be more fair and equitable.
Business Goals
Repair our relationship with drivers, so that we can retain the workforce and improve the overall quality of the service.
Business Goals
Repair our relationship with drivers, so that we can retain the workforce and improve the overall quality of the service.
Business Goals
Repair our relationship with drivers, so that we can retain the workforce and improve the overall quality of the service.
Success Metrics
Driver satisfaction
Driver supply hours
Driver peak supply hours
Driver quality
Success Metrics
Driver satisfaction
Driver supply hours
Driver peak supply hours
Driver quality
Success Metrics
Driver satisfaction
Driver supply hours
Driver peak supply hours
Driver quality
It's simple: earn points, give great service, and get rewards
When drivers behave in ways valuable to Uber, they get more value in return.
It's simple: earn points, give great service, and get rewards
When drivers behave in ways valuable to Uber, they get more value in return.
Earn points, give great service, and get rewards
To get more value out of driving, behave in ways valuable to Uber.
Uber Pro Hub: One surface for all a driver needs to know
Uber Pro Hub: One surface for all a driver needs to know
Uber asks for a lot of attention from drivers, so the key principle here is that one surface must contain all a driver needs to know.
Uber asks for a lot of attention from drivers, so the key principle here is that one surface must contain all a driver needs to know.
Uber asks for a lot of attention from drivers, so the key principle here is that one surface must contain all a driver needs to know.
Not all driving is considered equal
We created a currency that was flexible, allowing us to reward points for specific behaviors—like being on the road during rush hours.
Not all driving is considered equal
We created a currency that was flexible, allowing us to reward points for specific behaviors—like being on the road during rush hours.
Not all driving contribution is considered equal
We created a points currency that was flexible. We could reward points for very specific behaviors, like being on the road during rush hours.
We designed Uber Pro into key surfaces across the app
We designed Uber Pro into key surfaces across the app
To drive awareness and engagement, Uber Pro must fold into every key step of the driver journey. We worked closely with framework owners to adapt their systems and win buy-in from their leaders.
To drive awareness and engagement, Uber Pro must fold into every key step of the driver journey. We worked closely with framework owners to adapt their systems and win buy-in from their leaders.
To drive awareness and engagement, Uber Pro must fold into every key step of the driver journey. We worked closely with framework owners to adapt their systems and win buy-in from their leaders.
Reward highlights: If the rewards aren’t meaningful, driving behavior won’t change
Faster pickups at airports was extremely popular. Airport trips pay nearly double any other.
Tuition coverage at ASU spoke to driver ambitions. We recognized them as humans with goals and aspirations beyond driving.
Reward highlights: If the rewards aren’t meaningful, driving behavior won’t change
Faster pickups at airports was extremely popular. Airport trips pay nearly double any other.
Tuition coverage at ASU spoke to driver ambitions. We recognized them as humans with goals and aspirations beyond driving.
Reward highlights: If the rewards aren’t meaningful, driving behavior won’t change
Faster pickups at airports was extremely popular. Airport trips pay nearly double any other.
Tuition coverage at ASU spoke to driver ambitions. We recognized them as humans with goals and aspirations beyond driving.
"I’ve been writing about Uber for nearly five years now and this is one of the first times I’ve been able to write something positive and really feel good about it."
— Ridester
1.5%
1%
0.2%
30%
3%
1.5%
1%
0.2%
30%
3%
1.5%
1%
0.2%
30%
3%
Increase in driver satisfaction
Increase in supply hours
Increase in star rating
Decrease in cancellation rate
Increase in acceptance rate
Increase in driver satisfaction
Increase in supply hours
Increase in star rating
Decrease in cancellation rate
Increase in acceptance rate
Increase in driver satisfaction
Increase in supply hours
Increase in star rating
Decrease in cancellation rate
Increase in acceptance rate
I was product design lead with the support of two designers
Shaped strategy
Shaped strategy
Shaped strategy
Defined the roadmap
Defined the roadmap
Defined the roadmap
Supported research with drivers
Supported research with drivers
Supported research with drivers
UX and visual design lead
UX and visual design lead
UX and visual design lead
Brand reviewer
Brand reviewer
Brand reviewer
Tipping
Tips make up 10% of driver earnings, which makes tipping one of the most important ways Uber shows its commitment to drivers.
Tips make up 10% of driver earnings, which makes tipping one of the most important ways Uber shows its commitment to drivers.
I led design on the first version of tipping in 2017. In 2020, I updated the framework for flexibility, extensibility, and experimentation.
I led design on the first version of tipping in 2017. In 2020, I updated the framework for flexibility, extensibility, and experimentation.