Uber

Designing loyalty in a non-loyal market

In a market where drivers can switch platforms at any time, loyalty isn't guaranteed by earnings alone. Uber Pro introduced a tiered rewards program to shift driver behavior over time, linking performance to meaningful benefits like earnings boosts, gas discounts, and college tuition coverage.

The core design challenge was visibility. A loyalty program only works if drivers encounter it constantly, not just when they go looking for it. That meant getting Pro embedded into high-frequency surfaces like earnings and trip details — surfaces owned by other teams. I worked across those teams to make the case for integration, contributing to the design of reward details while ensuring tier progress showed up in the moments where drivers were already thinking about performance and pay.

Acceptance rates improved, cancellation rates dropped, and driver satisfaction increased in launch markets.

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