Lyft is the primary competitor to Uber in the ride sharing marketplace and provides rides on demand via a contractor workforce.
After a recent redesign presumably focused on simplifying the overall user experience, Lyft has inadvertently created a payment frame that is dishonest in how it presents the amount a ride will cost.
- As can be seen in the screenshot, taken on 9/23/2018, Lyft crosses the price of the ride out and says in all caps that the ride is “FREE”.
- A typical user will associate the word FREE as in having no cost to them, but that is not actually the case in this instance.
- The ride is only “FREE” because I have a substantial value of Lyft credit already. The ride will still cost me real money, in the form of Lyft credits that I posses in the app.
- This is confusing because Lyft and Uber frequently offer credits and promo codes to users to incentivize them to take additional rides or to make up for poor prior rides.
- What should ideally occur is the user is shown the price of the ride, minus any credits and promos that they have, illustrated in the ride price.
- Given how competitive the ride sharing market currently is, and how most individuals will compare prices, I understand why Lyft made this UX decision. This design choice, upon first glance, will make Lyft’s prices seem more competitive if the user has credits/promos.
- However, given that Lyft is competing on a more community friendly reputation that they strive to cultivate, this design choice goes against their overall ethos and could damage the trust users have in Lyft.