Back in November, Mapway integrated the Uber API into their mobile apps to include Uber as a transportation option for their customers. With over 25 apps in the Mapway portfolio, the team selected Tube Map (iOS and Android), Tube Map Pro (iOS), NYC Subway (iOS and Android), and Paris Metro (iOS and Android) to test drive the Uber API integration. Since the launch of the integration, user engagement has not only improved over time for the team, but all four apps have seen a consistent increase in CTR, new user signup, and overall conversion month over month.
“Mapway and Uber are both committed to providing travelers with the best experience. I’m delighted to be able to introduce our users to the ridesharing service Uber offers, adding yet another alternative for onward travel once their metro or subway journey ends.”
—David James, CEO at Mapway
Step 1: Identify areas of high intent to ride
Understanding how your users are using your product is just as important as creating great features. When the team debated on where to place Uber in the app, they first determined where the user would have the highest intent to ride. The team knew that if they identified the areas with highest intent to ride, that there would be a higher chance of rider conversion. Ultimately the team decided to place Uber on the “standard station info screen” and the “route result screen” where users would see if it they were using Route Planner. These two areas generate the highest CTRs within the app.
Step 2: Practice makes perfect
Let’s face it, our instincts aren’t always accurate. That’s why it takes consistent testing to get something as close to perfect. For the Mapway team this meant testing everything from button placement, messaging, and having a good understanding of Uber’s design guidelines. By doing some A/B testing, the team was able to increase their success in generating new user signups and first rider conversions month over month.
Even when we broke down the data to showcase each independent app, conversions were improving month over month as well.
The testing not only improved conversions but it also enabled the team to understand deeper insights into user behavior. For example, the team noticed that more users consistently signed up and took their first Uber ride through the Route Planner feature than the default home screen.
Step 3: Plan for the future
The team at Mapway recently stated that they wanted all their users to be able to experience Uber. With over 25 city iSubway apps in their portfolio, the team is working hard on rolling out Uber into all 25 and you can bet that they are taking everything they’ve learned with them. You can download all the Mapway apps here.