JTBD case study : Uber Rider App

1. JTBD Case Study
How JTBD shaped Uber’s latest App Update
Presenter : Prada
https://herbigt.com/jobs-to-be-done-and-uber/

2. Uber’s Core Job
Bring me to my desired
destination as fast as possible.

3. Competitor
• MRT/BART
• Drive own/share Car
• Ride own/share Bike
• Walk
• Traditional Taxi
• Lyft/DD

4. Measure Metric
• Fast
• Cheap
• Safer
• Comfortable
• Quietly

5. Competitor vs Outcome
Desired
Outcome
Walk Bike
MRT/
BART
Drive
Car
Share
Car
Taxi Uber/Lyft
Fast - - - - + +++ ++ + +++
Cheap + + + + + + - - - - - -
Safer + - + + + + - + +
Comfortable - - - + + + + + + + + +

6. Start from Core Job
pickup location -> select car($$) -> destination
destination -> select car($$) -> pickup location

7. Job Map
better way to prepare the inputs and environment to do the job

8. Enriching the riding experience
to make you stick with Uber
t
arrival the destination
write review
plan/prepare complete order
Rider App Offline Experiment
Clean car and friendly driver.
Provide useful information to plan what’s next when you arrival

9. Uber Feed
Food Card : integrate UberEAT, Yelp
Social Card : integrate Snapchat.
Tell your friend ETA

10. Change the Core Job
Bring me to my desired destination as fast as possible.
Be real connected
with your family/friends

12. Discussion
• Based on JTBD framework, what’s the strategy for
improving on-boarding flow or CTA buttons
• For Uber Feed, is it make sense let Yelp integrate with
Uber.
• Uber : Pick destination -> Select restaurant
• Yelp : Select restaurant -> Pick transportation
• Thinking : Do we always want to be different by adding
feature(we expect it will solve more user’s problem)