Driver Profiles are a fantastic new tool to showcase our driver-partners’ awesomeness and introduce them to their riders. Driver Profiles help put the “people” in the “people and places” that are so central to Uber’s mission.
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Team members / roles
Team members / roles
- George Zhang - Lead Research Manager
- Maria Argüello - Research
- Adnan Virk - Lead Sr. Product Designer
- Jennifer Hom - Illustration Manager
- Russell Bongard - Sr. Content Strategist
- Shilpi Tomar - Content Strategist
- Erik Schlakman - Sr. Content Manager
- Jason Ring - Design Manager
- Molly Stevens - Research Director
The drawback of all our modern day push-button technology is that it can be easy to forget the real flesh-and-blood people behind every product and service. Driver Profiles aim to correct that oversight.
By taking a few steps to introduce drivers to their riders, providing key details and fun facts—like the number of rides driven or cool locals’ only city advice—profiles reframe each trip in a more human way.
We started with a design sprint based around connecting drivers and riders, which aligned the team around a personalized driver identity. We asked drivers what sort of information they’d like to share, and asked riders what they'd be interested in learning. We tried to make the profiles as engaging and inviting as possible for the riders to access before, during, and after the trip; and to make filling out the profile feel easy and effortless for the drivers, and—ideally—fun.
Knowing is better
We all prefer to have more genuine information, especially when dealing with strangers. When we don’t have sufficient information, we feel a lack of control and certainty, causing anxiety. It’s why we get so frustrated when there are unexplained delays on an airplane, “why won’t they tell us what’s taking so long?”
Introducing driver profiles
At a glance, our riders get fun and useful insights into their drivers, which helps to humanize the experience for both of them.
Breaking the ice
Simply by representing drivers as people rather than cogs in an automated process, we increase comfort and relaxation for drivers and users alike. Thinking of others as people (with not only names and faces but facts about themselves, hobbies, stories, etc.) makes us more likely to interact in a positive way.
In the driver’s seat
By helping drivers to curate and personalize their profiles, we give them a sense of ownership and control over their Uber experience. They choose how to represent themselves to their riders.
Curating rider feedback
Drivers can personally curate the visible thank you notes they’ve received from their riders.
We think that introducing Driver Profiles has been a great way to personalize rides and engage both riders and drivers. As we continue to get valuable feedback from our users, we’re working to enrich the Uber experience for everyone, and remind all of us that for all the ease of “push a button, get a ride” it is the many people involved who truly make the magic possible.