Missing opportunity case study

Uber Travel Mode app screens

Enhancing the International Travel
Experience in the Uber App

Creating a tailored feature within the Uber app to reduce airport pick-up stress and improve travel coordination.

UX Research Product Design Interaction Design Wireframing
Project Summary

A missed opportunity
worth designing for

This case study explores a missed opportunity within the Uber app to enhance the international travel experience. As Uber expands globally, travelers face increased difficulties in coordinating pickups at unfamiliar airports.

The goal was to uncover those pain points and design a dedicated "Holistic Travel Mode" that simplifies and enhances the end-to-end travel experience.

Global Scale
Uber operates in 900+ metropolitan areas worldwide
Travel Focus
International airport pickup coordination
Research-Led
User interviews with frequent international travelers
UX Solution
Low & high-fidelity wireframes across two design options
About Uber

A platform built for everywhere,
but not for every traveler

Uber is a global platform that connects riders with drivers for seamless transportation and delivery services via its mobile app.

International travelers can use the same app wherever they go—yet the experience of coordinating a pickup after a long international flight remains frustrating and unresolved.

900+
Metropolitan Areas
600+
Cities Worldwide
Design Process

From research to reality

01
Discover

Interviewed frequent international travelers

Identified pain points in communication, logistics, and app awareness

Found consistent feedback about feeling "lost" after immigration

02
Ideate

Mapped the user journey from departure to destination

Defined key touchpoints to integrate "Travel Mode" into the Uber app

Prioritized multilingual support, real-time status updates, and location cues

03
Wireframe

Designed both low- and high-fidelity screens

Integrated key flows: pre-trip flight sync, post-arrival guidance, driver contact & VoIP

Included settings for language, accessibility, and luggage assistance

Pain Points

Where the experience breaks down

"

After a long trip, the last thing a traveler needs is confusion as to where they need to go to catch a ride. Right now, every airport has different signage and icons, creating additional stress for passengers.

— Keith Wilschetz, Deputy Executive Director, Los Angeles World Airports

📱
Limited Number Options

Users cannot add a secondary contact number, such as a local travel number, alongside the VoIP service provided by Uber, restricting flexibility for communication during travel.

Understanding the User

This feature focuses on international travelers who rely on Uber in unfamiliar environments. Each group needs a slightly different level of guidance, reassurance, and flexibility during airport pickups.

Business traveler illustration

Business Travelers

Frequent flyers value speed and smooth coordination—missed pickups or poor communication cost time and credibility.

Student abroad illustration

Expats & Students Abroad

Relocating or international students often switch SIMs or use Wi-Fi—disrupting standard communication tools.

Tourists with luggage illustration

Tourists & First-Time Visitors

Casual travelers need reassurance and simple steps to meet their driver—especially after a long flight.

User Flow

Travel Mode — First Step Flow

Landing & Setup: A 6-step onboarding flow guiding users from home screen to confirmed travel setup.

Travel Mode First Step Flow wireframe
1
Home
User sees Travel Mode in services and taps to start setting up their trip.
2
Activate
User sees overview of Travel Mode and starts setting up travel details.
3
Find Flight
User searches or selects their flight using date or route.
4
Choose Date
User selects travel date from calendar to sync pickup and arrival timing.
5
Preferences
User adds pickup details and preferences to customise airport experience.
6
Confirm
User reviews all details and confirms Travel Mode. All set for smooth pickup.
The Solution

Holistic Travel Mode

A dedicated Travel Mode with essential options covering both pre-trip setup and post-arrival guidance.

▣ Two approaches explored

Comparing the options

I explored two ways to introduce Travel Mode inside the Uber app: a guided step-by-step setup and a single scrollable setup screen.

Option A

Multi-step Wizard Flow

Option A multi-step wizard flow

Breaks the setup into clear, guided steps—one decision at a time.

  • Step-by-step guidance reduces cognitive load
  • Minimizes missed inputs and mistakes
  • Feels familiar and consistent with Uber’s flow
Option B

Single Scrollable Setup

Option B single scrollable setup

Everything appears in one place with more freedom to choose.

  • Can feel overwhelming with too many choices
  • Higher chance of skipping important inputs
  • Less guidance in complex or stressful moments
▣ Design decision

Why Option A was selected

Option A was chosen because it creates a clearer, safer setup experience for international travelers. The guided structure feels familiar to Uber, reduces cognitive load, and lowers the chance of choosing the wrong flight, date, or travel preference.

It provides better clarity, guidance, and confidence—especially in stressful travel situations.

▣ Deep dive into Option A

Option A — Multi-step Wizard Flow

Before Travel Enhancements full annotated Option A flow
Hover on the pink numbers to see each step description.
✧ Key AdvantageOption A provides a structured, step-by-step experience that reduces errors, builds confidence, and aligns with Uber’s existing interaction patterns.
Next step

Now view the After Travel pickup flow

After reviewing the pre-trip setup, switch to the post-arrival flow to see how the experience supports airport pickup.

Holistic Travel Mode Overview

This proposal introduces a HOLISTIC TRAVEL MODE that enhances both pre-trip setup and post-arrival pickup support for Uber users.

By addressing key pain points, it ensures a seamless, stress-free journey for travelers while strengthening Uber’s position as the leader in global mobility solutions.

Before Travel After Travel
Auto-playing before → after demo loop
Reflection

What this project taught me

This project highlighted how UX research can reveal friction points in globally-used products. Designing a localized yet scalable solution like Travel Mode not only eases user pain but positions Uber as a truly international platform. I also gained experience working independently and iteratively, balancing UX needs with real-world constraints.

Next Steps

Where to go from here

🧪

Conduct usability testing with travelers across multiple countries

🔗

Explore integration into Uber Reserve and Travel services

🤝

Collaborate with airport authorities for Wayfinder partnerships

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