project

Because of new regulations by the Taxi and Limousine Commission (TLC) in New York City, we had to redesign the entire Lyft marketplace model or risk having to pull out of NYC completely.

The goal of this project was to limit the number of drivers on the road, or encourage them to drive during busy hours and in busy areas.

Process

I built the messaging strategy from scratch, and wrote the UI copy for every part of this brand new experience.

With my powerhouse team—made up of a lead product designer and a senior UX researcher—I brainstormed, wireframed, and tested multiple design iterations to understand what resonated most with drivers. We collaborated closely with engineering, product, marketing, data science, legal, policy, and customer support.

CHALLENGES

There were lots of teams involved in this project, and it was under intense scrutiny by our executive team. I had to balance feedback from many stakeholders—from legal and policy, to marketing and customer support.

We had 7 weeks from inception to launch—and only 4 those weeks to create and hand off final designs to engineering.

RESULTS

We launched on time despite an incredibly tight schedule—any delay would have cost the company millions of dollars a day. The experience we shipped saved the company a projected $200 million/year loss.

My clear, compassionate copy helped reduce change anxiety for drivers, and informed our GTM strategy and comms.

The project was so successful, it's now the foundation for similar rollouts being planned across many more markets.