First trip experience
First trip experience
Assist and delight passengers on their first Cruise ride
Assist and delight passengers on their first Cruise ride
Company
Company
Cruise
Cruise
Timeline
Timeline
Q4 2024
Q4 2024
Role
Role
Product design lead
Product design lead
Team
Team
2 product designers, 1 content designer, 2 product managers, 2 engineers
2 product designers, 1 content designer, 2 product managers, 2 engineers
Background
Background
Cruise's planned 2024 relaunch demanded a fresh rider experience following company setbacks.
Our previous experience was easily overlooked. An ill-timed mobile app carousel showed mandatory safety notices after a lengthy onboarding process, while the in-car tablet repeated information that users tuned out.
We were missing key opportunities to build trust and delight new riders during the critical moments when they face their biggest anxieties about autonomous vehicles.
Cruise's planned 2024 relaunch called for a fresh rider experience following company setbacks.
Our previous experience was easily overlooked. An ill-timed mobile app carousel showed mandatory safety notices after a lengthy onboarding process, while the in-car tablet repeated information that users tuned out.
We were missing key opportunities to build trust and delight new riders during the critical moments when they face their biggest anxieties about autonomous vehicles.
Cruise's planned 2024 relaunch called for a fresh rider experience following company setbacks.
Our previous experience was easily overlooked. An ill-timed mobile app carousel showed mandatory safety notices after a lengthy onboarding process, while the in-car tablet repeated information that users tuned out.
We were missing key opportunities to build trust and delight new riders during the critical moments when they face their biggest anxieties about autonomous vehicles.
End-to-end journey
Onboarding
Onboarding
Reassure
Reassure
Safety compared to human drivers
Safety compared to human drivers
Hardware and software
Hardware and software
All-electric fleet
All-electric fleet
Privacy in the vehicle
Privacy in the vehicle
Request a ride
Request a ride
Educate
Educate
Vehicle capacity
Vehicle capacity
Unlock doors from app
Unlock doors from app
Seating arrangements
Seating arrangements
Start ride
Start ride
Celebrate
Celebrate
Welcome
Welcome
Keep seatbelt buckled
Keep seatbelt buckled
How to contact support
How to contact support
Recording policy
Recording policy
How to end ride early
How to end ride early
On trip
On trip
Educate
Educate
How to check my route
How to check my route
Edit the trip from app
Edit the trip from app
Edit dropoff on the app
Edit dropoff on the app
Arrive & exit
Arrive & exit
Celebrate
Celebrate
Farewell
Farewell
View walking directions on app
View walking directions on app
Mobile app
Mobile app
In-car tablet
In-car tablet
End-to-end journey
On trip
On trip
Educate
Educate
How to check my route
How to check my route
Edit the trip from app
Edit the trip from app
Edit dropoff on the app
Edit dropoff on the app
Arrive & exit
Arrive & exit
Celebrate
Celebrate
Farewell
Farewell
View walking directions on app
View walking directions on app
Start ride
Start ride
Celebrate
Celebrate
Welcome
Welcome
Keep seatbelt buckled
Keep seatbelt buckled
How to contact support
Contacting support
Recording policy
Recording policy
How to end ride early
End ride early
In-car tablet
In-car tablet
Onboarding
Onboarding
Reassure
Reassure
Safety compared to human drivers
Safety compared to human drivers
Hardware and software
Hardware and software
All-electric fleet
All-electric fleet
Privacy in the vehicle
Privacy in the vehicle
Request a ride
Request a ride
Educate
Vehicle capacity
Vehicle capacity
Unlock doors from app
Unlock doors from app
Seating arrangements
Seating arrangements
Educate
Mobile app
Mobile app
Three themes
Three themes
After mapping user needs across the end-to-end journey and doing a competitive analysis, I redesigned the first-trip experience through three themes.
Instead of overwhelming riders with everything at once, the approach uses Reassurance during onboarding (comparing safety to human drivers), Education at practical moments (unlocking doors, checking routes), and Celebration at milestone moments (welcome sequences, arrival).
This created a rhythm that acknowledges the unique needs at each stage; addressing fear and uncertainty upfront, providing just-in-time guidance when needed, and amplifying moments of delight.
After mapping user needs across the end-to-end journey and doing a competitive analysis, I redesigned the first-trip experience through three themes.
Instead of overwhelming riders with everything at once, the approach uses Reassurance during onboarding (comparing safety to human drivers), Education at practical moments (unlocking doors, checking routes), and Celebration at milestone moments (welcome sequences, arrival).
This created a rhythm that acknowledges the unique needs at each stage; addressing fear and uncertainty upfront, providing just-in-time guidance when needed, and amplifying moments of delight.
Moments
Moments
Reassure
Reassure
An optional intro before onboarding uses friendly illustrations and language to transform what might feel like unfamiliar technology into something trustworthy.
An optional intro before onboarding uses friendly illustrations and language to transform what might feel like unfamiliar technology into something trustworthy.
An optional intro before onboarding uses friendly illustrations and language to transform what might feel like unfamiliar technology into something trustworthy.
Educate
Educate
The mobile app and in-car tablet nudges riders at the exact moment they need guidance so they're prepared for the subtle differences between AV and human-driven rides.
The mobile app and in-car tablet nudges riders at the exact moment they need guidance so they're prepared for the subtle differences between AV and human-driven rides.
The mobile app and in-car tablet nudges riders at the exact moment they need guidance so they're prepared for the subtle differences between AV and human-driven rides.
Celebrate
Celebrate
Moments throughout the ride elevate the experience to a special occasion worth commemorating and ease rider anxiety.
Moments throughout the ride elevate the experience to a special occasion worth commemorating and ease rider anxiety.
Moments throughout the ride elevate the experience to a special occasion worth commemorating and ease rider anxiety.
Experience with sound on
Experience with sound on
Experience with sound on