Lyft's Transit, Bikes & Scooters (TBS) platform connects riders to bike share systems both on Lyft.com and across a network of partner sites, including Biketown, Citi Bike, Divvy, Capital Bikeshare, and Bay Wheels. As UX strategist on a larger team, I helped define the content and information architecture strategy used to guide riders from first landing on a site to confidently booking a ride.
Ux Strategy
Website
Problem statement
Users of TBS websites faced cognitive overload from a complex interface that buried essential information about cost, benefits, and safety. This made it difficult for both new and experienced riders to trust the platform or make confident decisions, and it created inconsistency across the different partner sites riders might encounter.
Solution
Working from extensive user research, including interviews, customer insights, and segmentation reports, I helped build a shared understanding of rider needs across the ecosystem. From there, the team: * Mapped the pain points and friction in both new and existing riders' journeys to define an ideal path to booking a ride * Translated those journeys into a clear flow and direction for guiding users through the experience Developed a content strategy and set of wireframes designed to work within Lyft's existing design system while flexing to meet the needs of individual partner sites.
Outcome
The final deliverable was a content strategy paired with wireframes that formed a repeatable system, one built to tell a clear, concrete story about Lyft Bikes across every partner touchpoint rather than treating each site as a one off.