Uber • intO

How will Uber adapt its worldwide driver-participation platform to work in Egypt? How will Uber learn from this country-specific market and incorporate this into the development of its product?

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. This 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.