Overview

In today’s fast-paced, mobile world, the need for flexible, on-demand transportation has never been greater. Transporting bulky items, however, often poses a challenge, as standard vehicles can’t accommodate them. Enter UberFetch: a game-changing feature that seamlessly integrates with Uber’s platform, offering a hassle-free solution for transporting large goods.

Exploring the Problem

Many people struggle to find an easy, affordable and an on-demand way to transport large items like furniture. As a result, they often resort to renting trucks, borrowing vehicles, or relying on friends—incurring extra costs, time, and effort.

Why UberFetch?

As more people are increasingly moving to urban areas, there is a growing demand for efficient, flexible moving solutions that don’t require owning a truck or organizing expensive moving services.

In 2023, services like Lugg and TaskRabbit saw a 30% increase in requests for on-demand moving help in cities like Toronto. People increasingly prefer flexible, on-demand solutions to avoid the hassle of renting trucks or dealing with the logistics of moving large items on their own.

The Solution

UberFetch can tap into this demand by meeting the needs of everyday users who need to move large items quickly and hassle-free. With a range of vehicle options, flexible pricing, and the simple, familiar Uber booking process, it offers a seamless solution for transporting large goods.

UberFetch: Simplifying big moves, redefining on-demand transport.

On-Demand Booking Process

Request a vehicle instantly with just a tap—no planning or truck rentals required. With Uber's familiar interface, booking transportation is quick, easy, and available whenever you need it

Optimized Vehicle Matching

To ensure the right vehicle for the job, users must input details like item size and quantity. This allows the app to match them with the perfect truck, preventing issues like undercapacity or overloading. Focusing on the size of the item ensures a seamless, efficient experience with the right truck for the job every time.

Real-Time Tracking

Real-time tracking helps users control the unpredictability of transporting large goods by keeping them informed at every step. Users can track the location of their truck, know when it will arrive, and stay updated on the progress, reducing uncertainty and giving them more control over the experience.

01 Research

6 in-depth interviews conducted and 28 participants were surveyed to ensure a well-rounded perspective on the challenges of transporting large items.

What is the competition doing?

Focuses on on-demand moving services for both individuals and businesses.

Limited geographic coverage and low brand recognition.

Opportunities for growth through service area expansion and a potential loyalty program.

Offers a wide range of services, including small moves, store delivery, and labor-only tasks.

Has limited geographic availability, mainly in U.S. cities and Toronto.

Potential for expanding service offerings (e.g., packing and assembly) and expanding geographic reach.

Offers nationwide coverage in the U.S. and Canada, specializing in truck rentals with detailed truck info and video demos.

Can be overwhelming with too much technical info, and lacks flexibility in smaller moves.

Opportunities to simplify the truck selection process and enhance customer experience for larger transports.

Key takeaways

All three competitors provide on-demand moving services but differ in the service types.

Lugg struggles with brand recognition.

Dolly has geographic limitations.

uHaul has nationwide coverage but could improve its user experience.

View full SWOT analysis here

02 Define

Persona

Empathy Map

Affinity Diagram Process

Objective:

An affinity diagram organized 180 insights, helping identify key patterns. The goal was to categorize these insights to reveal user behaviours, pain points, and opportunities; providing a clear foundation for developing UberFetch.

Outcome:

Preferences & buying habits

Users make spontaneous large purchases and prefer on-demand transport for occasional needs.

Delivery Challenges

Limited control over delivery times, long waits, and issues with delivery practices cause frustration.

Preferred Solutions

Users seek an app to find nearby drivers and more control over delivery schedules.

Current options for Transport

Many rely on renting trucks or borrowing vehicles, but these solutions are often inconvenient.

Pain points & Frustrations

High delivery costs and unreliable services are major concerns.

Value Perceptions

Users are willing to pay more for same-day delivery but expect affordable pricing for short distances.

View full process here

How might we?

How might we help individuals who do not have the proper vehicles to transport bulky items in the least amount of time without any inconveniences that may come from delivery companies or truck rental services?

Feature Prioritization MoSCow

Task Flow

To visualize the user journey, I created a task flow based on Mike, who has just purchased a couch and needs it delivered to his apartment. He opens the app, adds the couch as an item for transport, selects the right truck, and confirms the pickup—all within a few simple steps. This flow captures each stage of Mike’s experience, highlighting how the app supports a seamless and efficient process from store to doorstep.

03 Design

Design Overview: Low-Fidelity Screens

Uber Home Integration
UberFetch is accessible through a new tile, sitting alongside UberRides and UberEats. This integration ensures discoverability without disrupting the existing user experience. Like other tiles, users are also introduced to UberFetch through a brief, intuitive tutorial the first time they access it.
Item Input & Pickup Details
Users input the type and size of their bulky item. Helpful guidelines and visual cues ensure the item qualifies for UberFetch. There's a screen that also allows users to specify any special instructions. Users can also add photos of their bulky items.
Vehicle Matching & Payment
The system matches the user with an appropriate vehicle and gives the user the recommended vehicle options for their move. Users can also view vehicle details, what they're perfect for and items they come equipped with to help with the move. Users then confirm all the details and pay.
Driver Interaction, Drop-off Confirmation & Feedback
A familiar Uber-style map lets users track their driver in real-time. After successful completion of trip, users receive a prompt to rate the trip and leave feedback. This final step reinforces trust and quality control, mirroring Uber's proven ride feedback loop.
Uber Home Integration
UberFetch is accessible through a new tile, sitting alongside UberRides and UberEats. This integration ensures discoverability without disrupting the existing user experience. Like other tiles, users are also introduced to UberFetch through a brief, intuitive tutorial the first time they access it.
Item Input & Pickup Details
Users input the type and size of their bulky item. Helpful guidelines and visual cues ensure the item qualifies for UberFetch. There's a screen that also allows users to specify any special instructions. Users can also add photos of their bulky items.
Vehicle Matching & Payment
The system matches the user with an appropriate vehicle and gives the user the recommended vehicle options for their move. Users can also view vehicle details, what they're perfect for and items they come equipped with to help with the move. Users then confirm all the details and pay.
Driver Interaction, Drop-off Confirmation & Feedback
A familiar Uber-style map lets users track their driver in real-time. After successful completion of trip, users receive a prompt to rate the trip and leave feedback. This final step reinforces trust and quality control, mirroring Uber's proven ride feedback loop.
Uber Home Integration
UberFetch is accessible through a new tile, sitting alongside UberRides and UberEats. This integration ensures discoverability without disrupting the existing user experience. Like other tiles, users are also introduced to UberFetch through a brief, intuitive tutorial the first time they access it.
Item Input & Pickup Details
Users input the type and size of their bulky item. Helpful guidelines and visual cues ensure the item qualifies for UberFetch. There's a screen that also allows users to specify any special instructions. Users can also add photos of their bulky items.
Vehicle Matching & Payment
The system matches the user with an appropriate vehicle and gives the user the recommended vehicle options for their move. Users can also view vehicle details, what they're perfect for and items they come equipped with to help with the move. Users then confirm all the details and pay.
Driver Interaction, Drop-off Confirmation & Feedback
A familiar Uber-style map lets users track their driver in real-time. After successful completion of trip, users receive a prompt to rate the trip and leave feedback. This final step reinforces trust and quality control, mirroring Uber's proven ride feedback loop.
Uber Home Integration
UberFetch is accessible through a new tile, sitting alongside UberRides and UberEats. This integration ensures discoverability without disrupting the existing user experience. Like other tiles, users are also introduced to UberFetch through a brief, intuitive tutorial the first time they access it.
Item Input & Pickup Details
Users input the type and size of their bulky item. Helpful guidelines and visual cues ensure the item qualifies for UberFetch. There's a screen that also allows users to specify any special instructions. Users can also add photos of their bulky items.
Vehicle Matching & Payment
The system matches the user with an appropriate vehicle and gives the user the recommended vehicle options for their move. Users can also view vehicle details, what they're perfect for and items they come equipped with to help with the move. Users then confirm all the details and pay.
Driver Interaction, Drop-off Confirmation & Feedback
A familiar Uber-style map lets users track their driver in real-time. After successful completion of trip, users receive a prompt to rate the trip and leave feedback. This final step reinforces trust and quality control, mirroring Uber's proven ride feedback loop.

04 Testing

Testing Phase

6 participants were observed during the usability testing phase as they completed key tasks. Feedback was collected to identify issues and areas for improvement. This helped refine the design for a better user experience.

Task 1

Understand how UberFetch works by solely looking through the tutorial screens

Task 2

Pick an item to get transported

Task 3

Pick the right type of truck needed to get item delivered

Success Rate

Task 1

92%

Task 2

92%

Task 3

100%

Participants were able to navigate through the app fairly easily because of the familiar interface. The valuable feedback lead to the following:

Suggestions to make the experience better

Provide fields for inputting item dimension information
Add a ‘max item limit’ reminder
Make ‘Choose Vehicle’ screen more accessible
Provide extra information about truck sizes

Refining the Experience: Iterative Improvements

Iteration 1: Provide Fields for Inputting Item Dimension Information
Users had only a general text field to describe the items, which could lead to vague or incomplete entries. Dedicated input fields for length, width and height were added. This could improve accuracy and help the system better match users with suitable vehicles.
Iteration 2: Add a 'Max Item Limit' Reminder
Users were unaware of the maximum number of items allowed per trip. Two different messages appear, depending on where the user is on their journey. A simple, non-intrusive warning message appears when a user adds more than one item. An error message appears when the user surpasses the number of items allowed.
Iteration 3: Make 'Choose Vehicle' Screen More Accessible
Vehicles that are not suitable were only slightly greyed out. Prices for those vehicles were also left blank. The layout was revised to make items more visible and ensure screen reader compatibility. 'Not suitable' Tags were also added for each vehicle. These adjustments improved accessibility and usability.
Iteration 4: Provide Extra Information About Truck Sizes
The vehicle information page lacked clear descriptions and visual guidance. Each vehicle option now includes descriptive text and imagery that illustrates measurements of the truck, what it's perfect for carrying/fitting, and what the vehicle comes equipped with to help with the transport.
Iteration 1: Provide Fields for Inputting Item Dimension Information
Users had only a general text field to describe the items, which could lead to vague or incomplete entries. Dedicated input fields for length, width and height were added. This could improve accuracy and help the system better match users with suitable vehicles.
Iteration 2: Add a 'Max Item Limit' Reminder
Users were unaware of the maximum number of items allowed per trip. Two different messages appear, depending on where the user is on their journey. A simple, non-intrusive warning message appears when a user adds more than one item. An error message appears when the user surpasses the number of items allowed.
Iteration 3: Make 'Choose Vehicle' Screen More Accessible
Vehicles that are not suitable were only slightly greyed out. Prices for those vehicles were also left blank. The layout was revised to make items more visible and ensure screen reader compatibility. 'Not suitable' Tags were also added for each vehicle. These adjustments improved accessibility and usability.
Iteration 4: Provide Extra Information About Truck Sizes
The vehicle information page lacked clear descriptions and visual guidance. Each vehicle option now includes descriptive text and imagery that illustrates measurements of the truck, what it's perfect for carrying/fitting, and what the vehicle comes equipped with to help with the transport.
Iteration 1: Provide Fields for Inputting Item Dimension Information
Users had only a general text field to describe the items, which could lead to vague or incomplete entries. Dedicated input fields for length, width and height were added. This could improve accuracy and help the system better match users with suitable vehicles.
Iteration 2: Add a 'Max Item Limit' Reminder
Users were unaware of the maximum number of items allowed per trip. Two different messages appear, depending on where the user is on their journey. A simple, non-intrusive warning message appears when a user adds more than one item. An error message appears when the user surpasses the number of items allowed.
Iteration 3: Make 'Choose Vehicle' Screen More Accessible
Vehicles that are not suitable were only slightly greyed out. Prices for those vehicles were also left blank. The layout was revised to make items more visible and ensure screen reader compatibility. 'Not suitable' Tags were also added for each vehicle. These adjustments improved accessibility and usability.
Iteration 4: Provide Extra Information About Truck Sizes
The vehicle information page lacked clear descriptions and visual guidance. Each vehicle option now includes descriptive text and imagery that illustrates measurements of the truck, what it's perfect for carrying/fitting, and what the vehicle comes equipped with to help with the transport.
Iteration 1: Provide Fields for Inputting Item Dimension Information
Users had only a general text field to describe the items, which could lead to vague or incomplete entries. Dedicated input fields for length, width and height were added. This could improve accuracy and help the system better match users with suitable vehicles.
Iteration 2: Add a 'Max Item Limit' Reminder
Users were unaware of the maximum number of items allowed per trip. Two different messages appear, depending on where the user is on their journey. A simple, non-intrusive warning message appears when a user adds more than one item. An error message appears when the user surpasses the number of items allowed.
Iteration 3: Make 'Choose Vehicle' Screen More Accessible
Vehicles that are not suitable were only slightly greyed out. Prices for those vehicles were also left blank. The layout was revised to make items more visible and ensure screen reader compatibility. 'Not suitable' Tags were also added for each vehicle. These adjustments improved accessibility and usability.
Iteration 4: Provide Extra Information About Truck Sizes
The vehicle information page lacked clear descriptions and visual guidance. Each vehicle option now includes descriptive text and imagery that illustrates measurements of the truck, what it's perfect for carrying/fitting, and what the vehicle comes equipped with to help with the transport.

05 Final UI

The following screens showcase how UberFetch integrates seamlessly into the Uber app to provide a reliable, user-friendly solution for transporting large items. From onboarding to booking, each screen was designed with clarity, efficiency, and familiarity in mind—ensuring users feel confident every step of the way.

Introducing UberFetch – A New Way to Move Big Things

To ensure users understand this new functionality within the Uber ecosystem, these tutorial screens appear the first time someone accesses UberFetch. They outline use cases and set expectations for what UberFetch can help with.

Capturing Item Details for a Smooth Pickup Experience

In this step, users provide key information about their item(s) to ensure the right vehicle and logistics are matched to their request. The design focuses on clarity, flexibility, and potential for future enhancements like photo uploads.

Choosing the Right Truck for the Job

After entering item info, users are shown a curated list of available vehicles, each optimized for different transport needs. Pricing, capacity, and suitability are clearly displayed to support confident decision-making.

Prototype

Go ahead and explore the prototype yourself!

06 Next Steps

While UberFetch is designed to seamlessly fit within the Uber app, there are several key opportunities for future enhancement and iteration to further improve the experience for both users and drivers:

Expand the Furniture Workflow
Integrate a phone-based measuring tool to help users accurately estimate item dimensions, improving the overall accuracy of vehicle selection.

Driver-Side Workflows
Develop specific flows and features tailored to the driver’s experience, including vehicle capacity management and optimal route planning.

Insights from Uber Drivers & Larger Vehicle Owners
Conduct interviews with Uber drivers and owners of larger vehicles to gather feedback and refine the service based on real-world experiences.

Enhanced Driver Assistance
Introduce an option for users to request extra assistance (e.g., loading/unloading), available for an additional fee.

Insurance for Breakage
Offer users the option to pay a small premium for insurance, covering accidental damage to items during transport.

Ongoing Usability Testing
Conduct more usability testing using high-fidelity prototypes to identify potential pain points and further refine the user experience.

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