Uber
Uber
Uber
Uber
Empowering riders with smarter, more transparent route preferences.
Empowering riders with smarter, more transparent route preferences.
Empowering riders with smarter, more transparent route preferences.
Empowering riders with smarter, more transparent route preferences.
Project overview
Project overview
Project overview
Project overview
This speculative UX case study explores how Uber can increase rider trust and fare transparency with a simple feature: a toggle to avoid toll roads when possible. Designed as a cost-conscious routing option, the feature gives riders more control over how their trips are planned, balancing time, money, and expectations.
This speculative UX case study explores how Uber can increase rider trust and fare transparency with a simple feature: a toggle to avoid toll roads when possible. Designed as a cost-conscious routing option, the feature gives riders more control over how their trips are planned, balancing time, money, and expectations.
This speculative UX case study explores how Uber can increase rider trust and fare transparency with a simple feature: a toggle to avoid toll roads when possible. Designed as a cost-conscious routing option, the feature gives riders more control over how their trips are planned, balancing time, money, and expectations.
This speculative UX case study explores how Uber can increase rider trust and fare transparency with a simple feature: a toggle to avoid toll roads when possible. Designed as a cost-conscious routing option, the feature gives riders more control over how their trips are planned, balancing time, money, and expectations.
Timeline
Aug 2022 - Jul 2024
Apr - May 2025
Apr - May 2025
Apr - May 2025
Team
2 Designers, 4 Engineers
1 Product Designer
1 Product Designer
1 Product Designer
Role
Product Designer
Tools
Figma
Platform
Web and mobile app
Mobile (Uber Rider App)
Mobile (Uber Rider App)
Mobile (Uber Rider App)
Status
Shipped and live
Conceptual redesign
Conceptual redesign
Conceptual redesign
Contribution
Primary research, concept ideation, prototyping, high-fidelity designs
Problem framing, UX strategy, interaction design, UI concepts, edge case planning
Problem framing, UX strategy, interaction design, UI concepts, edge case planning
Problem framing, UX strategy, interaction design, UI concepts, edge case planning
Timeline
Apr - May 2025
Team
1 Product Designer
Role
Product Designer
Tools
Figma
Platform
Mobile (Uber Rider App)
Status
Conceptual redesign
Contribution
Problem framing
UX strategy
Interaction design
UI concepts
Edge case planning
Core challenge
Core challenge
Core challenge
Core challenge
Uber prioritizes speed in routing, but not all riders value time over cost, especially when tolls are involved.
Uber prioritizes speed in routing, but not all riders value time over cost, especially when tolls are involved.
Uber prioritizes speed in routing, but not all riders value time over cost, especially when tolls are involved.
Uber prioritizes speed in routing, but not all riders value time over cost, especially when tolls are involved.
Toll-inclusive routes are often selected by default
Riders don’t always realize they’ll pay a toll until the trip ends
This leads to frustration, support tickets, and broken trust
Toll-inclusive routes are often selected by default
Riders don’t always realize they’ll pay a toll until the trip ends
This leads to frustration, support tickets, and broken trust
Toll-inclusive routes are often selected by default
Riders don’t always realize they’ll pay a toll until the trip ends
This leads to frustration, support tickets, and broken trust
Toll-inclusive routes are often selected by default
Riders don’t always realize they’ll pay a toll until the trip ends
This leads to frustration, support tickets, and broken trust
Key insights
Key insights
Key insights
Key insights
From rider forums and app reviews, common pain points emerged:
From rider forums and app reviews, common pain points emerged:
From rider forums and app reviews, common pain points emerged:
From rider forums and app reviews, common pain points emerged:
“How do you stop Uber from routing you through toll roads?”
Riders want more visibility and control over routes and costs
A lack of clarity around tolls creates a mismatch between expectations and outcomes
“How do you stop Uber from routing you through toll roads?”
Riders want more visibility and control over routes and costs
A lack of clarity around tolls creates a mismatch between expectations and outcomes
“How do you stop Uber from routing you through toll roads?”
Riders want more visibility and control over routes and costs
A lack of clarity around tolls creates a mismatch between expectations and outcomes
“How do you stop Uber from routing you through toll roads?”
Riders want more visibility and control over routes and costs
A lack of clarity around tolls creates a mismatch between expectations and outcomes
Opportunity
Opportunity
Opportunity
Opportunity
Introduce a rider preference to avoid toll roads when possible. This lets users weigh what matters more, time or cost, and gives Uber a way to align routing decisions with individual values.
Introduce a rider preference to avoid toll roads when possible. This lets users weigh what matters more, time or cost, and gives Uber a way to align routing decisions with individual values.
Introduce a rider preference to avoid toll roads when possible. This lets users weigh what matters more, time or cost, and gives Uber a way to align routing decisions with individual values.
Introduce a rider preference to avoid toll roads when possible. This lets users weigh what matters more, time or cost, and gives Uber a way to align routing decisions with individual values.
Design goals
Design goals
Design goals
Design goals
To make this feature seamless and effective, I focused on four key principles:
To make this feature seamless and effective, I focused on four key principles:
To make this feature seamless and effective, I focused on four key principles:
To make this feature seamless and effective, I focused on four key principles:
Rider control
Rider control
Rider control
Rider control
Empower riders with meaningful, cost-aware routing preferences.
Empower riders with meaningful, cost-aware routing preferences.
Empower riders with meaningful, cost-aware routing preferences.
Empower riders with meaningful, cost-aware routing preferences.
Simple interface
Simple interface
Simple interface
Simple interface
Keep interface lightweight, intuitive, and aligned with Uber.
Keep interface lightweight, intuitive, and aligned with Uber.
Keep interface lightweight, intuitive, and aligned with Uber.
Keep interface lightweight, intuitive, and aligned with Uber.
Fare transparency
Fare transparency
Fare transparency
Fare transparency
Increase transparency to reduce surprises and build trust.
Increase transparency to reduce surprises and build trust.
Increase transparency to reduce surprises and build trust.
Increase transparency to reduce surprises and build trust.
System compatibility
System compatibility
System compatibility
System compatibility
Ensure technical feasibility within existing routing.
Ensure technical feasibility within existing routing.
Ensure technical feasibility within existing routing.
Ensure technical feasibility within existing routing.
Concept 1 — Global preference (Settings)
Concept 1 — Global preference (Settings)
Concept 1 — Global preference (Settings)
Concept 1 — Global preference (Settings)
In the Account tab, scroll down and tap Settings.
Under Ride Preferences, tap Tolls.
Use the toggle to turn Avoid Tolls on or off.
In the Account tab, scroll down and tap Settings.
Under Ride Preferences, tap Tolls.
Use the toggle to turn Avoid Tolls on or off.
In the Account tab, scroll down and tap Settings.
Under Ride Preferences, tap Tolls.
Use the toggle to turn Avoid Tolls on or off.
In the Account tab, scroll down and tap Settings.
Under Ride Preferences, tap Tolls.
Use the toggle to turn Avoid Tolls on or off.
This mirrors the format of existing preferences like “Taxis” or “Reserve,” and sets a default behavior for all future trips.
This mirrors the format of existing preferences like “Taxis” or “Reserve,” and sets a default behavior for all future trips.
This mirrors the format of existing preferences like “Taxis” or “Reserve,” and sets a default behavior for all future trips.
This mirrors the format of existing preferences like “Taxis” or “Reserve,” and sets a default behavior for all future trips.
Concept 2 — Contextual toggle (Trip planner)
Concept 2 — Contextual toggle (Trip planner)
Concept 2 — Contextual toggle (Trip planner)
Concept 2 — Contextual toggle (Trip planner)
From the home screen, enter your destination.
Once trip options appear, look for the “Avoid Tolls” tag near the route preview.
Tap the tag to see more details about how tolls affect your route and fare.
Close the modal, then select your preferred Uber ride option to continue booking.
From the home screen, enter your destination.
Once trip options appear, look for the “Avoid Tolls” tag near the route preview.
Tap the tag to see more details about how tolls affect your route and fare.
Close the modal, then select your preferred Uber ride option to continue booking.
From the home screen, enter your destination.
Once trip options appear, look for the “Avoid Tolls” tag near the route preview.
Tap the tag to see more details about how tolls affect your route and fare.
Close the modal, then select your preferred Uber ride option to continue booking.
From the home screen, enter your destination.
Once trip options appear, look for the “Avoid Tolls” tag near the route preview.
Tap the tag to see more details about how tolls affect your route and fare.
Close the modal, then select your preferred Uber ride option to continue booking.
Concept 3 — In-trip transparency
Concept 3 — In-trip transparency
Concept 3 — In-trip transparency
Concept 3 — In-trip transparency
During the ride, we reinforce the rider’s preference in two scenarios:
During the ride, we reinforce the rider’s preference in two scenarios:
During the ride, we reinforce the rider’s preference in two scenarios:
During the ride, we reinforce the rider’s preference in two scenarios:
Phone unlocked (using the Uber app)
Phone locked (push notification)
Phone unlocked (using the Uber app)
Phone locked (push notification)
Phone unlocked (using the Uber app)
Phone locked (push notification)
Phone unlocked (using the Uber app)
Phone locked (push notification)
Concept 4 — Post-trip clarity
Concept 4 — Post-trip clarity
Concept 4 — Post-trip clarity
Concept 4 — Post-trip clarity
After the trip, the fare breakdown clearly shows:
After the trip, the fare breakdown clearly shows:
After the trip, the fare breakdown clearly shows:
After the trip, the fare breakdown clearly shows:
Toll: $0 (per your settings)
Toll: $0 (per your settings)
Toll: $0 (per your settings)
Toll: $0 (per your settings)
This reinforces trust and closes the loop between user intent and system behavior.
This reinforces trust and closes the loop between user intent and system behavior.
This reinforces trust and closes the loop between user intent and system behavior.
This reinforces trust and closes the loop between user intent and system behavior.
Design constraints & tradeoffs
Design constraints & tradeoffs
Design constraints & tradeoffs
Design constraints & tradeoffs
While conceptually simple, this feature presents real-world complexity.
While conceptually simple, this feature presents real-world complexity.
While conceptually simple, this feature presents real-world complexity.
While conceptually simple, this feature presents real-world complexity.
1. Route optimization conflicts
1. Route optimization conflicts
1. Route optimization conflicts
1. Route optimization conflicts
Toll-free routes can add significant travel time.
Toll-free routes can add significant travel time.
Toll-free routes can add significant travel time.
Toll-free routes can add significant travel time.
Design response: Clearly communicate the time/cost tradeoff in the UI.
“Avoiding toll roads will increase your travel time.”
Design response: Clearly communicate the time/cost tradeoff in the UI.
“Avoiding toll roads will increase your travel time.”
Design response: Clearly communicate the time/cost tradeoff in the UI.
“Avoiding toll roads will increase your travel time.”
Design response: Clearly communicate the time/cost tradeoff in the UI.
“Avoiding toll roads will increase your travel time.”
2. Cities with limited alternatives
2. Cities with limited alternatives
2. Cities with limited alternatives
2. Cities with limited alternatives
In some cities (like NYC), no reasonable toll-free route may exist.
In some cities (like NYC), no reasonable toll-free route may exist.
In some cities (like NYC), no reasonable toll-free route may exist.
In some cities (like NYC), no reasonable toll-free route may exist.
Design response: Add fallback logic and messaging:
“No toll-free routes are available. A toll will be added to your fare.”
Design response: Add fallback logic and messaging:
“No toll-free routes are available. A toll will be added to your fare.”
Design response: Add fallback logic and messaging:
“No toll-free routes are available. A toll will be added to your fare.”
Design response: Add fallback logic and messaging:
“No toll-free routes are available. A toll will be added to your fare.”
Business impact
Business impact
Business impact
Business impact
Adding a single toggle unlocks benefits across the experience:
Adding a single toggle unlocks benefits across the experience:
Adding a single toggle unlocks benefits across the experience:
Adding a single toggle unlocks benefits across the experience:
Customer Satisfaction → Clearer expectations, higher trust
Support Volume → Fewer tickets for toll-related complaints
Personalization → App adapts to rider values (cost vs. time)
Operational Fit → Integrates with existing routing logic
Data Opportunity → Helps Uber learn tradeoff preferences by region
Customer Satisfaction → Clearer expectations, higher trust
Support Volume → Fewer tickets for toll-related complaints
Personalization → App adapts to rider values (cost vs. time)
Operational Fit → Integrates with existing routing logic
Data Opportunity → Helps Uber learn tradeoff preferences by region
Customer Satisfaction → Clearer expectations, higher trust
Support Volume → Fewer tickets for toll-related complaints
Personalization → App adapts to rider values (cost vs. time)
Operational Fit → Integrates with existing routing logic
Data Opportunity → Helps Uber learn tradeoff preferences by region
Customer Satisfaction → Clearer expectations, higher trust
Support Volume → Fewer tickets for toll-related complaints
Personalization → App adapts to rider values (cost vs. time)
Operational Fit → Integrates with existing routing logic
Data Opportunity → Helps Uber learn tradeoff preferences by region
Final takeaways
Final takeaways
Final takeaways
Final takeaways
This project showed how small changes in rider control can unlock large shifts in trust and satisfaction. It’s not just about avoiding tolls — it’s about making the rider feel seen, heard, and understood.
This project showed how small changes in rider control can unlock large shifts in trust and satisfaction. It’s not just about avoiding tolls — it’s about making the rider feel seen, heard, and understood.
This project showed how small changes in rider control can unlock large shifts in trust and satisfaction. It’s not just about avoiding tolls — it’s about making the rider feel seen, heard, and understood.
This project showed how small changes in rider control can unlock large shifts in trust and satisfaction. It’s not just about avoiding tolls — it’s about making the rider feel seen, heard, and understood.
The smartest route isn’t always the fastest. It’s the one that aligns with your intent.
The smartest route isn’t always the fastest. It’s the one that aligns with your intent.
The smartest route isn’t always the fastest. It’s the one that aligns with your intent.
The smartest route isn’t always the fastest. It’s the one that aligns with your intent.
