Lyft.com/rider

Site Refresh

With 1.3 million unique page views in H2 2020, the Rider page is a high traffic, highly visible page within the Lyft.com ecosystem. It’s a critical page for acquisition and getting people to book rides.

The challenge

With traveling via shared cars at a low, we needed to get people to feel comfortable riding again. The site was not accomplishing this. Not only was it misaligned with the strategic and creative direction of the brand, it was outdated and tone-deaf amid the current COVID landscape.

The solution

The answer was a complete redesign with a new key objective in mind: Safety. By reframing the narrative of the site and including new visuals and copy, we were able to push forward the notion of a safety-first mindset to get riders comfortable with, well, riding again. We used imagery that highlighted the steps being taken to ensure each rider felt safe and secure on their new ride.

The task

Working with Lyft’s product design team and my copy writer partner, I designed the layout of the desktop and mobile landing pages for Lyft.com/Rider. Based on our research that riders were concerned about safety, I chose imagery and a site flow that would reenforce Lyft’s commitment to safety and encourage riders to get back out there using Lyft.

Video scroll through

Desktop

Mobile

Full layouts