In my role as a creative leader at Lyft, I designed engaging experiences across various channels, including in-app interfaces, rider and driver emails, digital campaigns and partnership announcements.
My goal was to ensure clarity, simplicity, and functionality through visual communication. I achieved this by collaborating closely with PMMs, internal creative teams, product designers, and external agency partners.
My goal was to ensure clarity, simplicity, and functionality through visual communication. I achieved this by collaborating closely with PMMs, internal creative teams, product designers, and external agency partners.
1. Rider Campaign Announcing New Product Feature
Travel Made Easy: Summer Campaign
Our goal with this campaign was inform frequent travelers
about Lyft’s easy airport travel options. Our objective was to encourage stressed travelers to choose Lyft by highlighting
how Lyft simplifies airport journeys.
Project Scope
- Website Landing Page
- In-App Notifications
- Product Marketing Video
- Email Marketing
- Airport Digital Display
Product Marketing Video
Lyft was losing market share and valuable customers to Uber.
To tackle this, we launched a comprehensive campaign, starting
with a big day of promotion across all platforms. This was followed
by two weeks of continuous advertising and extended throughout
the summer travel season to keep Lyft in people’s minds.
Ancillary Campaign Deliverables
Impact
Summer Travel Release campaign increased Lyft usage by 46%
Summer Travel Release campaign increased Lyft usage by 46%
2. Rider In-App experience
App placement: In-ride experience
Many riders were unaware of Lyft’s various ride options, partnerships, and features. We used the in-ride content feed to engage riders, encouraging them to explore Lyft’s offerings and enjoy informative and enjoyable content during their rides.
Insight
About 54% of riders spend roughly 2 minutes in the Lyft app for practical tasks during their ride. However, they typically spend only 5.9 seconds on the in-ride content feed.
My role
Design vision & creative direction
With only 5.9 seconds to capture riders' attention, I had to deliver information efficiently. I accomplished this by directing illustrators to visually narrate the story. We kept the message brief and friendly and used used clear typography to keep the content both educational and engaging.
Design vision & creative direction
With only 5.9 seconds to capture riders' attention, I had to deliver information efficiently. I accomplished this by directing illustrators to visually narrate the story. We kept the message brief and friendly and used used clear typography to keep the content both educational and engaging.
Impact
Pro tips increased Lyft riders’ engagement by 33%
Due to confidentiality reasons the impact numbers are kept at a high-level.
3. Driver experience
Driver App
Our goal with this project was to increase the
Lyft Driver app conversion rate by showcasing
the value in our top features.
Insight
Drivers are more likely
to be male and ~30% speak predominantly Spanish
73% of new drivers have never driven for Uber.
This is their first introduction to ride share
Drivers identified their top two reasons for driving with Lyft:
1.make money
2. be my own boss
1.make money
2. be my own boss
30% approved drivers become
ANA (approved-not-activated)
due to safety concerns
CarPlay or Android Auto
integration have a positive
impact on driver hours
Lyft has a high rider rating of ~4.95 avg rating(compared to Uber’s 4.89 rating)
My role
Individual contributor
I partnered with the PMM team to simplify the product UI for marketing. This allowed us to focus on key messages. I also worked with the writer to create appealing and easy-to-understand content for potential drivers.
Individual contributor
I partnered with the PMM team to simplify the product UI for marketing. This allowed us to focus on key messages. I also worked with the writer to create appealing and easy-to-understand content for potential drivers.
Curved shapes, inspired by Lyft’s logo, to subtly convey
the idea of smooth rides and guides viewers from left
to right. The flow implies an easy experience for drivers.
4. Driver & rider experience
Canada Expansion:
Paid Acquisition
When Lyft expanded in Canada to places like Victoria, Edmonton,
and Calgary, the goal was to attract new drivers and riders. Facing competition from Uber, Lyft aimed to show what made their brand unique and aggressively recruit drivers.
My role
Creative direction & design strategy
I suggested using photography for authenticity and emotional connection in a new market. To highlight benefits, we kept visuals simple and used typography and bold brand colors to avoid distractions.
Creative direction & design strategy
I suggested using photography for authenticity and emotional connection in a new market. To highlight benefits, we kept visuals simple and used typography and bold brand colors to avoid distractions.
The sound track for the ads has been silenced to for the mockups
Impact
Canada Expansion growth campaign increased adoption by 29%
Due to confidentiality reasons the impact numbers are kept at a high-level.
Team/Credits
Tali L
VP, Product & Brand Marketing
Dan F
VP, Marketplace Growth
Adrienne C
Director, Product Marketing
Nancy S
Creative Director/Writer
Claudia P
Creative Director/Writer
Nikki J
Associate CD/Content Strategist
Clair H
Associate CD/Design
Alex S
Creative Director/Writer
Goldie C
Visual Designer/Illustrator
Justin K
Product Designer
Rose H
Content Strategist
Ellen B
Creative Producer
Jacob B
Project Manager
Mordechai H
Design Systems
Evonne H
Designer
Performance Art
Agency Partner
Owen Jones
Agency Partner