Redesigning the rating experience in the Lyft Rider app
Spring 2020
Content
Research Questions
What are riders’ experiences with the current Rate & Pay experience?
What are users’ impressions of an overall refresh to Rate & Pay?
How clear is the overall flow to riders?
How understandable is the content?
Outcome goals
Study Method
Part 1
30 min long 1:1 moderated remote interviews on Zoom with 20 Lyft riders about their current feedback experience
Part 2
30 min: Test new design ideas with the same 12 riders
Figma prototype
Target Audience / Participant Criteria
4 cohorts
The consistent 5 star rater
>=80% of rides are rated
Almost all of them are 5 star ratings
The consistent non-rater
<=10% of rides are rated
The occasional rater
Rates once in a while, around 25% of rides
The strict rater
Rates rarely more than 4 stars
Research findings
Positive
Overall, participants across cohorts liked the redesign for its ease of navigation and speedy option selection.
Most participants preferred the specificity of the new design’s content over the current content.
Negative
The redesign does not solve some current feedback limitations which leads to user frustration.
Some of the new content caused confusion and misunderstandings for a minority of participants.
Impact
Based on the research insights, the team iterated on the design and then conducted experiments on a sample of riders. Based on the experiment outcome, further changes were made, followed by additional experiments. Finally, the latest design iteration was implemented.