How Uber and Ola won the jackpot with User Experience

How Uber and Ola won the jackpot...

The Indian Urban mobility landscape has completely transformed since the introduction of cab aggregators like Ola and Uber. These digital products have gained fast and vast popularity owing to the uniqueness of way they work. They have proved that cheaper price, better customer service and a remarkable brand recall is all that is required to rule a market niche. Their aim to organize the highly fragmented Indian transportation sector has received a very positive response both from riders as well as drivers.

For these cab aggregators, the heart of their business is their technology. The rise of the smartphone generation has lead to the constant evolution of the cab booking app that connects drivers and riders with a few simple taps on its interface. The cars are mostly in good quality and the rates are pre decided. The rides also end with a rating system for both the driver and the rider and all through are integrated with built in Google maps and ride status indicators. Now these are impressive features and even unimaginable in a country like India where taxi drivers and passengers have always had a love hate relationship. At the core of this phenomenal success of Ola and Uber is its design and fantastic user experience.

When thinking about a product, User Experience designers should be able to answer key questions such as What user problem do we solve? For whom are we doing this? Why are we doing this? How will we do this? and What do we want to achieve? The answers will tell us our goal, our target audience, our vision and our strategy while designing a product. A perfect example of a product team which has kept these questions in mind is Uber.

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