Lyft’s mission is to improve people’s lives with the world’s best transportation. From rideshare to bikes and scooters, they are constantly innovating new ways to get around. It's time to make Self-Driving a reality for people everywhere.
With what seemed like a far-fetched idea years ago, Self-Driving has officially become a reality in select cities across the states. Over the past couple of years, several top car manufacturers jumped on the concept and have since become major investors and players in the newly created market. Thus after feeling increased market competition paired with consumer demand, Lyft needed to elevate its digital presence. It was time to translate their business strategy into a website that effectively communicates and positions themselves as an innovator in their next odyssey: Self-Driving.
After flying up to Palo Alto several times to work directly with the Lyft team & Bokeh Agency, we realized a complete reimagination of the Self-Driving experience was necessary to move their brand forward. A major consideration with this website was that we needed to develop a unified experience that is extremely sensitive to the numerous buyer personas – all of which have different needs and require tailored messaging throughout the website. Starting with your everyday Lyft riders (consumers) to their industry partners (businesses) to their team at Lyft: Level 5 (employees) and innovators (engineers). We developed a website that was aesthetically consistent yet individualized per respective persona.
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Together, let’s democratize Self-Driving. With a powerful vision, we focused on developing a digital experience that educates, empowers, and creates excitement around Lyft’s autonomous vehicles. By utilizing photography and videography and developing rich interactive animations we are proud to contribute to making Self-Driving a reality for people everywhere.
Diving into the website strategy, our first order of business was to combine their once separate digital properties: Self-Driving (consumer-centric) with Level 5 (engineer-centric) into one cohesive experience. From introducing Lyft’s Self-Driving stance to educating people on this process we focused on revamping the whole website as well as retelling their powerful democratic ridesharing market positioning.
After hard work amongst several teams, we are officially excited to provide people with a one-central place to take action today. Whether you are a consumer looking to try your first ride or you are an engineer looking to advance your career by downloading the latest dataset, we have successfully integrated a website that enables Lyft to grow in this everchanging autonomous vehicle market. As mentioned the Lyft AV story is rather complex and has several layers, however, now, since Lyft is looking to democratize Self-Driving for everyone, we strategically set up a page to educate partners on how they can join forces to make the best Self-Driving experience for all. As well as highlighting the partner’s value, and how Self-Driving fits into the larger ecosystem, we could not forget about highlighting our very own innovators who make this happen: Level 5, Lyft’s very own Self-Driving division.
The results are in...
Decrease in Bounce Rate
Increase in Pages / Session
Increase in average session duration