Product Design Category
Case
Situation Overview
You’re a product consultant for Uber tasked with presenting your team with a solution on
how Uber can improve accessibility for its users in North America. Your solution can be an
improvement to an existing product or a new one that Uber can take advantage of.
Uber
Uber, in full Uber Technologies, Inc., is an American company that provides services
related to mobility. The business’ signature product is an application for smartphones that
allows users to request transportation from drivers of privately owned vehicles. In addition
to connecting passengers with drivers, Uber’s computer algorithm sets the fares for their
trips based on distance and supply and demand. In return, Uber receives a commission
from each booking.[1]
Uber currently works with several services in North America, most notably, its rideshare
and transportation business which includes UberX, UberX Share, Uber Comfort, Uber Black,
Uber XL, Uber WAV, Scooters, and Uber Charter. The company is the undisputed leader in
the segment, with a 71% market share in the United States.[2]
The enterprise also participates actively in the highly competitive food delivery industry
with Uber Eats. The app is currently the second most used food delivery app in the United
States, owning a 23% market share[3], and being valued at 20 Billion US Dollars[4].
Finally, the company last entered the health space when it launched Uber Health in 2017.
The service allows healthcare organizations to arrange rides and services on behalf of
others, such as patients and crucial staff, by using a centralized, easy-to-use dashboard
and same-day prescription delivery.
Uber Initiatives & Problems
Uber has had a long-time trend of focusing on accessibility, such as with Uber WAV, a
service that provides riders who use non-folding, motorized wheelchairs with access to
on-demand transportation; wait time fee waivers for riders with disabilities, or individuals
who frequently accompany riders with disabilities on trips; service animal policies for
blind and low-vision riders, as well as other local initiatives like Meal on wheels, and Rides
for Moms.
However, implementing these initiatives has not been without a challenge. For example,
there have been reports of excessively long wait times for WAV in places where the feature
has been implemented, such as in New York City. Moreover, there have been reports of
drivers refusing service to people with service animals, regardless of there being service
animal policies and a process for reporting a service animal denial, as well as account
deactivations based on disability-related cancellations.[5]
What to Submit
1. PDF (Word Document or Slides) outlining your team’s proposed solution. Prototypes
or design of the solution must also be included within submission.
Submission Requirements
1. Regional qualifying submissions must be at maximum 6 slides/pages and should be
submitted as a PDF.
2. 6 teams per region (5) for this category will be qualified (30 teams total). The top
two (2) teams per region (5) for this category will be invited to compete in the
Regional Round and represent their region (10 teams total). The top team (1) per
region (5) for this category will be invited to represent their region by competing
in the global final (5 total teams). The top 3 teams for this category will be
declared winners. Teams WILL be able to make changes to the slides submitted in
the regional qualifying round.
3. Submissions can be a maximum of 6 slides/pages, excluding the (optional)
appendix, title, and thank you slides.
An appendix may be included in the submission after the ‘core slides’ and
can contain additional market research or models that can be referred to
ONLY during the regional video submissions and Q&A with the judges. The
appendix itself will not be marked. Each team may have a maximum of five
(5) appendix slides. Any slides in the appendix after the fifth will be
discarded. Teams will have a chance to include or change the appendix for
both regional and global final rounds.
Do NOT include videos. They will not transfer into a PDF for the regional
qualifying round and will not be allowed to be played during the live or
video round. Slide animations can be included, but will not be transferred
into a PDF for the regional qualifying round or global live finals, so will
only be used for the regional finals video.
4. Each team’s title slide must include ALL of the email addresses registered for that
team in the bottom left-hand corner and the team name. If you do not include this
information as your identifier, the submission will be disqualified and you will NOT
be permitted to submit another version.
5. Naming your PDF: UGH_ProductDesign_TeamName_Region
Submission Details
1. Use this link to submit your solution
2. PDF submission deadline for regional qualifiers is on September 20 (GMT-0), 23:59
3. Regional finalists announcements are on September 27 (GMT-0), 23:59
Judging Criteria
Rubric
Creativity & Innovation
Description
Uniqueness: Demonstrates a novel
and innovative feature concept
for the company
Originality: Presents a fresh and
creative idea that differentiates
itself from existing solutions
Outside-the-box-thinking: Shows a
creative approach in addressing
customer needs and enhancing
the product
Value Proposition & Benefits
Clear value proposition: Clearly
articulates the unique value that
the feature brings to the
customers and the company
Customer benefits: Demonstrates
how the feature addresses
customer needs and provides
tangible benefits
Business potential: Demonstrates
the potential impact of the
feature on the company's growth,
revenue, or market share
Feasibility of Business
Recommendations
Practicality: Proposes practical
and realistic recommendations
Implementation plan: Provides a
clear plan for implementing
recommendations
Scalability: Considers the
scalability potential of the
feature, accommodating future
growth and user demand
Structure & Clarity of Ideas
Logical flow: Ideas and arguments
follow a logical and coherent
structure
Clear communication: Ideas and
analysis are communicated clearly
Organization and formatting:
Presents analysis in a
well-organized and visually
appealing manner
Score (0 to 5)
FAQs
Q: My team has decided to change the category we are competing
in. Is there anything we have to do?
A: No! If your registered team has decided to change which category you want to compete
in, it’s fine - just indicate what category you are competing in when submitting your pdf
on typeform!
Q: Is there any specific content structure for the slides?
A: While there is NOT a defined structure for the slide presentation, we suggest the
following order:
1 slide identifying the problem
2 slides explaining the product or feature and why it’s impactful
1 slide explaining the implementation plan
1 slide explaining the scalability of the feature
1 slide explaining results projection
Be aware that this is strictly a recommendation, your team is allowed to utilize
your slides as you see fit with your proposal.
Q: Can my solution include an area that Uber doesn’t currently act
in?
A: Yes, your solution can include areas where Uber does not currently work in, but
make sure that you are addressing the area of concern, North America.
Q: Will the design of my slide presentation be evaluated?
A: The design of your proposal will not be taken into consideration in your team’s
grade assignment. However, design is a central part of transmitting your ideas,
which is essential for the judge’s comprehension of your proposal.
Q: Am I expected to focus on specific types of accessibility needs, or
should my solution be inclusive of all user groups?
A: The decision is up to your team. You may choose to address a certain need or
take into account multiple user groups.
Q: How much research am I expected to conduct and back up my
solution with?
A: While your team may start off with the information provided in this document,
it is recommended that you research the issue which your team is targeting in
further detail, such that you are able to sufficiently back up the reasoning for your
solution.
Q: Should I take Uber’s current and possible competitors into
consideration?
A: Only If your team believes there’s significance in mentioning possible
competitors that should be addressed, as it’ll count toward the problem addressing
scenario. If there aren’t any significant competitors, that should be mentioned too
in case your team finds it relevant.
Q: Do I have to account for my solution’s development budget and
its legality?
A: While we don’t expect you to account for exact numbers, we do expect that you
take the solution’s financial feasibility into consideration. Furthermore, it is
recommended that you take a brief look into the legality of your solution, in order
to ensure its feasibility and implementation.