The Uber-Spotify partnership sought to improve the in-car experience for Uber riders by enabling them to play their music via their Smartphone, through the car's speakers. The feature had been launched but rider adoption and usage of the service had not taken off. Uber wanted to understand why, from a customer perspective, this was the case, in order to address pain points and increase user adoption.
We recommended understanding two key groups of rider: those who had signed up and were using the service (to understand key drivers to adoption), and those who had dropped out (to understand key barriers). We also encouraged Uber to think about the end-to-end experience, from the trigger moment (I need to get from A to B) through to submitting a driver review, and how the Spotify set up and selection could more closely match the Uber experience: defined by seamless ordering, transportation and payment.
We conducted in-depth interviews among a subset (n=5) of both groups (n=10 in total), via remote testing (Zoom) in order to keep costs low. The project was completed in 7 days from start (definition) to finish (4-page key findings in Google Doc)
We identified several pain points in the Spotify sign up process, which were causing a significant proportion of users to drop out. We also recommended that the feature be introduced to riders at a different time, based on understanding
The Uber design team also reconsidered at a more strategic level how the Spotify service could be better integrated, in order to make the music set up and selection more in line with the brand- seamlessness.