In its second U.S. Safety Report, Uber disclosed 998 sexual assault incidents, including 141 rape reports, in 2020. This report triggered widespread concerns about the safety of using their transportation app.
Due to significant media scrutiny and social media discussions around these assault incidents, our task was to uncover the fundamental problems, create an overhauled system for problem resolution, and build a campaign to overturn the prevalent negative brand perception, particularly among our female riders. Our goal was to create an environment where users can feel safe while using our app and services for their transportation needs, confidently reaching their destinations.
Uber Pack
According to an international study on female safety in public transport, the presence of other women influences women’s safety parameters; they feel safer when they are together. 17% of women riders don’t use Uber more often because of a lack of women drivers. Out of concern for their safety, female drivers avoid driving on evenings and weekends when it’s more profitable. 76% of female Uber drivers are no longer active on the platform 6 months after signing up. Only 27% of Uber drivers are women.
We see a clear opportunity in increasing the number of female Uber drivers, empowering them to feel safer driving during more hours of the day. Getting more female drivers on the platform has the potential to increase revenue for Uber and usage from female riders.
Safety in Sisterhood
Our research found that female drivers want to feel physically and emotionally safe, but driving alone makes them feel isolated and unsafe, especially at night. When other women are together, they feel safe. According to an international study on female safety in public transport, women's safety parameters are influenced by the presence of other women. We created a new online platform, "UberPack," for drivers to develop their tribes based on shared values and lifestyle choices on the app or desktop. The additional features are to locate other drivers to widen their communities and establish a virtual immediate dispatch system with other drivers on the road. So they can find comfort with another driver during isolation. The merchandising items were also proposed to strengthen the bonds of their communities.
Shift Gears,
Shift Perceptions
We designed the "Uber Pack" campaign to raise awareness of our new platform, ignite enthusiasm, champion the safety of female drivers, and empower them to maintain connectivity on the go.
To truly embody the spirit of the "Uber Pack" campaign, we embraced Uber's brand color, "Safety Blue." This color signifies the bonds and support between drivers and riders. Additionally, we showcased women from various walks of life to celebrate diversity and foster female empowerment.