The previous Lyft.com mixed driver and rider content in one place, though those two audiences have distinct needs. We created a split navigation paradigm that lets users immediately choose between the driver and rider versions.

This flexible design system could change to highlight one audience more than the other based on Lyft’s current needs and business objectives. At launch, the site was split evenly. When Lyft launched initiatives like Round Up and Donate, the experience focused more on riders. As ridership has grown, the site began focusing exclusively on drivers.

To ensure safety, every potential Lyft driver needs to complete an application and drive a Lyft-inspected car. A common pitfall? A driver passes the inspection, then discovers additional license requirements later in the application process.

While this scenario halted the application in the past, we created a series of steps that helped potential drivers pause and resume applications, landing right back where they left off. We also added simple cues to show them how close they were to completion. Early user tests in Cleveland saw an immediate improvement of 5% higher conversion.

Lyft’s fun personality is a differentiator in the rideshare space. We kept their company spirit while refreshing the brand to match Lyft’s new emphasis on a professional driver experience. As users navigated the new Lyft.com, new illustrations added an element of delight on every page.