UBER
01. The Ask:
Position Uber as a thought leader in women’s safety, on a mission to prevent sexual assault and help other organizations see their role in creating a safer world. Propose hero actions the brand can execute to reduce sexual assault incidents both on and off their platform, and demonstrate Uber’s commitment to doing so.
02. Focus:
We noticed a viral trend of women sharing stories of strangers stepping in to help in threatening situations. These women felt an overwhelming sense of relief knowing they had an ally on their side, which led to our insight: that for women, feeling safe doesn’t mean the absence of threats, it means knowing they won’t have to take on these threats alone.
03. Audience:
Uber wanted our solutions to primarily address their current riders; while we wanted to answer the brief, we found in our interviews that many frequent Uber users were satisfied with the current safety features. We wanted to meaningfully enhance their experience with the platform, but also saw an opportunity to speak to infrequent and lapsed riders. We knew if Uber could reach this audience, they could simultaneously strengthen their current ridership’s brand affinity.
04. Strategy:
We showed Uber that they had a unique opportunity to be an ally; a support system that women can count on to get them home safe, no matter how they choose to travel. Our strategy was to provide relief to women through networks of allies that combat their everyday safety concerns.
BRINGING STRATEGY TO LIFE
A network of drivers
A network of riders
A network of businesses
UBER SHIELD
Cultivates a network of drivers committed to women’s safety, who choose to complete additional training addressing not just sexual assault, but domestic violence, human trafficking, and empathy training
In-app recognition
Drivers who opt to receive this additional training will be visibly differentiated in the app with the Uber Shield badge, and a statement about their experience with the program.
Putting riders in the driver’s seat
Riders can opt to be matched with Shield Drivers only, incentivizing drivers to complete the program so they won’t miss out on rides.
A symbol of safety
The cars of Shield Drivers will become a billboard for the program. The Shield icon will provide riders the relief of knowing that their driver has gone the extra mile to commit to their safety.
UBER CIRCLE
Connects riders with drivers that have been positively reviewed by their friends and acquaintances, leveraging the power of peer-to-peer networks to engender trust
Six degrees of separation
Uber will alert riders when their assigned driver has driven a friend or acquaintance of theirs.
The comfort of a referral
Uber will display review and rating details from friends and contacts to put anxious riders at ease before they get in the car.
Smart matching
Uber will prioritize matching riders with drivers positively reviewed by their circle, and decline matches with drivers poorly reviewed. This provides the relief of knowing that a driver has been vetted by someone you trust.
UBER NET
Builds a network of businesses committed to eradicating sexual assault, and trains them to provide assistance and relief to any woman that feels threatened—whether or not they are an Uber customer
Allies in women’s safety
Uber will recruit establishments such as restaurants, bars, or convenience stores that are open late at night. Uber will train the staff to assist women who feel unsafe, whether they are customers or coming in off the street.
Systems in place
Uber will give women discreet codes and protocols for informing staff that they need help, such as a code drink to order at a bar, giving women the relief of knowing they always have someone on their side.
A safe ride home
The staff at these partner institutions will be given the discretion to order women in distress complimentary Ubers to get them home safe.
Ultimately, Uber Net aims to show
non-Uber riders that the brand’s commitment to women’s safety extends beyond the car.
Help is on the way
Uber Net partner locations will populate in the app’s map, so users can plan safe walking routes knowing they will pass participating businesses. This transforms Uber into a tool women can use to walk home safely, with the potential to pull non-riders onto the app!
Get the word out
Creative ways to reach non-riders, such as partnerships with dating apps like Bumble, will encourage users to schedule dates at Uber Net partner locations, so they will have an escape plan should they need it.
Strategy: Sophie Lubin, Greta DeLacy, Maureen Martinez
Design: Henrik Lezi, Michelle Huang
Project Duration: 13 weeks