Enterprise Rideshare Service and Digital Design
In an effort to expand in the increasingly competitive transportation space, Enterprise set out to use their existing resources, fleet, and teams to create a rideshare concept that would launch a new source of revenue for the business.
The brand’s focus was on young urban professionals looking to get rid of their personal car, and discover a more sustainable, productive way to commute.
The Ask
Create a service concept for an urban ridesharing experience geared toward young professional commuters. Design branding, a digital design system, and app to support the new experience.
TIMELINE: 24 WEEKS
Insights as fuel
Research convened a hand-picked group of millennial commuters to participate in ride-alongs, qualitative interviews, and focus group exercises. After the sprint, a synthesis workshop yielded 3 core insight themes that informed the definition of the concept.
“If we could, we’d be a one car family.”
Garage and parking space in urban and suburban communities is on the decline, leading to inconvenient vehicle storage
Tech-based employment is on the rise in metropolitan areas, often offering work from home, or limited office time requirements resulting in declining vehicle usage
Millennials express increased concern with sustainability and the harmful affects of their transportation choices
”My hike to work is just wasted time,”
Commuters feel their time spent behind the wheel limits their capacity to be productive or focus on personal matters
Millennials prefer to use commute time to socialize or catch up with loved ones
Urban drivers describe their commute as being stressful, leading to a tense, less focused arrival to work
”My public transportation options aren’t convenient”
Many smaller cities or suburban areas don’t provide the infrastructure to offer an efficient path to their destination
Commuters view carpooling as inefficient because riders don’t typically all go to the same location
Alternative transportation options are often unreliable and offer the riders limited control compared to driving themselves
Entice
Referral and rewards program
Flexible subscription plans
Ability to select your vehicle
Social influencer, apartment management, and WeWork partnerships
Insurance coverage included
Enter
Free Vehicle delivery
Guided onboarding
Keyless entry
Rider “matching” based on location, occupation, and lifestyles
Engage
In-app rider polling for coffee breaks and pit-stops
Wi-fi availability
Vehicle reservations for after-hours and weekend use
Exit
In-app payment splitting
No contracts, with optional monthly auto-renewal
