Uber • intO

How will Uber adapt and develop its worldwide driver-participation platform for the Egyptian market?

Our approach

Collaborative approach
Longitudinal study
Mobile ethnography
Service-design testing
Social analysis
User-experience

Our process

intO designed a combined research methodology study to investigate why driver sign-up rates were falling dramatically in Egypt, following the introduction of their app-based self sign-up requirement. In addition to recruiting independently and conducting usability-testing with soon-to-be drivers, we facilitated a longitudinal ethnographic study that lasted 28 days. intO also orchestrated an in-depth analysis of cultural and social motivators, to help contextualise individuals’ behaviours.

Our effects

intO developed strategic recommendations from insights gained from our research. The ethnographic study and user-experience test insights enabled new drivers to use the app to sign-up independently. We informed Uber’s local strategy for 2018 and identified additional opportunities that can be applied to its worldwide product. We also produced a study of Egyptian drivers and identified a new driver-group, which has increased Uber’s scope for future business-related opportunities. intO’s design and delivery of a web-based research portal is now used by multiple teams and stakeholders at Uber.