Bjorn Hubert-Wallander
ABSTRACT
In late 2017, Uber was nearly a year into a complete redesign of its driver-facing mobile app. This case study describes the research program we executed to support the app's global beta launch, which aimed to "Build Together" with drivers across different geographies. With the goal of minimizing the time-space-cognitive distance between beta drivers and the product team, we deployed researchers in 7 cities for a 3-week research sprint, combining four high-touch ethnographic methods to understand drivers' reaction to the product. Unusually, we used an internal Google+ social media site to post a continual stream of raw, unsynthesized "atomic evidence" from research activities. The G+ unexpectedly went viral, creating extremely high engagement, impact, and stakeholder sentiment. Here we discuss the pros, cons, and impact of our approach, and also how success came from creating space for others to create, engage with, and act on raw evidence from the field.
Supplemental Material
- Jay Dautcher and Mike Griffin. 2018. Ethnography, Storytelling, and the Cartography of Knowledge in a Global Organization: How a Minor Change in Research Design Influenced the Way Our Team Sees, and is Seen by Our Organization. Retrieved in July 2018 from https://www.epicpeople.org/ethnography-storytelling-and-the-cartographyof-knowledge-in-a-global-organization-how-a-minor-change-in-research-design-influenced-the-way-our-team-sees-andis-seen-by-our-organization/Google Scholar
- Stefan Holmlid and Fabian Segelström. 2018. One Case, Three Ethnographic Styles: Exploring Different Ethnographic Approaches to the Same Broad Brief. Retrieved in June 2018 from https://www.epicpeople.org/one-case-threeethnographic-styles-exploring-different-ethnographic-approaches-to-the-same-broad-brief/Google Scholar
- Jonathan Bean and Zeynep Arsel. 2018. Understanding Mediated Practices: Combining Ethnographic Methods with Blog Data to Develop Insights. Retrieved in June 2018 from https://www.epicpeople.org/understanding-mediatedpractices-combining-ethnographic-methods-with-blog-data-to-develop-insights/Google Scholar
- Alexis C. Madrigal.2018. 3 Million Uber Drivers Are About to Get a New Boss. Retrieved in April 2018 from https://www.theatlantic.com/technology/archive/2018/04/uber-driver-app-revamp/557117/Google Scholar
- Andrew J. Hawkins. 2018. Uber redesigned its driver app with input from actual drivers. Retrieved in April 2018 from https://www.theverge.com/2018/4/10/17215298/uber-redesign-driver-app-promotions-gamifyGoogle Scholar
- Cliff Kuang. 2018. Uber's Quest To Redesign Its Toxic Relationship With Drivers. Retrieved in April 2018 from https://www.fastcompany.com/90171157/ubers-quest-to-redesign-its-toxic-relationship-with-driversGoogle Scholar
- Megan Rise Dickey. 2018. Uber's new driver app identifies areas with the best fares. Retrieved in April 2018 from https://techcrunch.com/2018/04/10/ubers-new-driver-app-identifies-areas-with-the-best-fares/.Google Scholar
Index Terms
- Building Together: When Research Went Viral at Uber
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