Case Study
Project Overview
Securide is a feature designed to provide Uber drivers more personal safety specific problem faced by them on the Uber mobile platform.
5 weeks
4 teamates
3 drivers
Meet Securide
A passenger rating system that enhances taxi driver safety through data collection and analysis. It combines ride history, profile verification, and simple driver feedback to indicate passenger reliability and behavior.
The Challenge
The Challenge: According to web research from the Israeli Taxi Drivers Association, 65% of taxi drivers often feel unsafe during rides due to increasing violence on the roads, particularly towards taxi drivers.
65 %
Taxi Drivers in Israel often feel unsafe while picking up passengers
Describe the product here. Include important features, pricing and other relevant info. Consider adding an image or video of the product.
Sketches & Wireframes
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The Research
Persona
Interviews
Key Insights
Shimon, 67
chill driver
Holon
Family guy
Shimon is a 67 yo taxi driver from Israel.
He lives in holon and is a driver for about couple of years,
Shimon loves to spend time with his family after work and lives
with his wife Margalit.
Interviews
We conducted in-depth interviews with 5 taxi drivers, gathered insights through Facebook post dialogues, and performed additional data searches on the web.
Key Insights
Taxi drivers often experience anxiety due to the lack of information about who will be entering their vehicle. This uncertainty creates a significant sense of insecurity, especially when drivers are not familiar with their passengers.
01
Uncertainty About Passengers
Uncertainty About Passengers
Drivers have no way to share information about problematic passengers with other drivers
or the platform, leading to feelings of isolation and helplessness when dealing with difficult situations.
02
01
Uncertainty About Passengers
Taxi drivers often experience anxiety due to the lack of information about who will be entering their vehicle. This uncertainty creates a significant sense of insecurity, especially when drivers are not familiar with their passengers.
Inability to Share Information
As a direct result of these safety concerns, many taxi drivers avoid working during the evening hours, when the risk of encountering difficult or unsafe passengers is perceived to
be higher.
03
01
Uncertainty About Passengers
Taxi drivers often experience anxiety due to the lack of information about who will be entering their vehicle. This uncertainty creates a significant sense of insecurity, especially when drivers are not familiar with their passengers.
Nighttime Work Avoidance
How Might We
How can we help
taxi drivers feel safer
before approving a ride.
The solution needed to be designed with the specific needs and habits of taxi drivers in mind. Since many drivers, particularly older ones, are resistant to change and skeptical of others’ intentions, the solution had to be simple, straightforward, and easy to use.
It was crucial to ensure that within 10 seconds, the driver could assess the information and make a more informed decision about the passenger they were picking up.
The feature needed to provide clarity and certainty without overwhelming the driver or disrupting their workflow. In essence, we aimed to build trust and confidence in a way that felt natural and seamless for them.
Ideations & Strategy
Before
Uber Passenger Card
The information available to drivers before accepting a ride.
We found that the app provides minimal details about the passenger—often limited to just a name and rating—leaving drivers with little context about who they are picking up.
This lack of transparency contributes to feelings of uncertainty and, in some cases, safety concerns. These findings reinforced the need for a feature that offers drivers greater insight, helping them make more informed decisions while maintaining a seamless ride-hailing experience.
After
Uber Passenger Card
Changes we've made
New Timer
Profile Picture added
Passenger Name
Varification Badge
# Of rides
New Rate tag
Decline & Approve buttons
Components used
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Final Prototype
The feature needed to provide clarity and certainty without overwhelming the driver or disrupting their workflow. In essence, we aimed to build trust and confidence in a way that felt natural and seamless for them.
It was crucial to ensure that within 10 seconds, the driver could assess the information and make a more informed decision about the passenger they were picking up.
KPI'S & Conclusions
Ensuring those who bring us home, return home safely.
