UberShare (Concept)
Product Design & Strategy
Overview
For my business school capstone project I was tasked to create a business model innovation and prototype for Uber.
Before starting this project, I wanted to analyze my current understanding of Uber's offerings, as well as my assumptions in regards to their users' behaviors, needs, and pain points. This helped guide me to design a product that’s tailored to their users' needs.
What're Uber's current products?
Ride, Eat, Freight, Work, Bike, and Transit.
What market do each of these products cover?
Ride (single trip ridesharing), Eat (on-demand food delivery), Freight (commercial shipper and carriers), Work (short-term employment), Bike (short and affordable travel), Transit (public transportation).
Where are these of these products offered?
Ride (core mobile app), Eat (mobile app and web app), Freight (web app), Work (mobile app), Bike (core mobile app), Transit (core mobile app).
Who are Uber's most active users for the core application?
Uber creates the most value for those who frequently use rental cars and ride-sharing services, with the main demographic of users residing in the upper and middle classes with ages ranging from 25-44 years old.
Who are Uber's target users for the core application?
The most important customer segment are young adults, ages 18-35, who live in cities and suburbs.
Why do these users choose Uber over competitors?
The most important customer segment are young adults, ages 18-35, who live in cities and suburbs.
After analyzing Uber's current product and target users, I then used this information to further solidify their core user behaviors, pain points, motivations, and needs. This helped me find a potential market that Uber's current products don't cover.
My proposed BMI for the project was UberShare which is a mobile platform for short-term rental vehicles. This product aims to make rental vehicles around the world accessible and affordable.
Urban Mobility
Rental Vehicles Reinvented
The platform is essentially a two-sided market. The supply side is similar to Airbnb, users can be hosts by listing their vehicles for rental. The demand side is similar to other Uber offerings, users can reserve available rental vehicles on-demand.

This new product is designed to provide value for multiple individuals involved inUberShare’s car rental process. For the individuals using the UberShare platform to rent out their vehicle, they are making money by earning passive income on an asset that would normally just be depreciating and idle.

On the renter’s end, the product would provide users a personalized, memorable, and simple experience through using a highly-recognized and familiar Uber platform. With a growing trend of short, domestic travel being done by younger age groups, a large demand in rentals and asset sharing is the perfect way for Uber to expand their brand.
Base Design System
Designing UberShare
Uber has a very robust design system called Base which is outlined on their dedicated design website. For the UI/UX design of UberShare I made sure to follow their system and maintain a consistent look and feel of their current products.

The minimum viable product of UberShare would consist of about 7 primary screens including the home, search, listing, reservation, manager, messaging, and profile.