Jazzy Rao

The Work

I led the design team, conducting research and developing design concepts to support the company’s new brand positioning and enhance its public perception.

Focus

Competitor Research

Visual Design

Brand Design

Product Design

Competitor Research

Visual Design

Brand Design

Product Design

Role

Project Manager, Visual/ Product Design Lead

Team

UC Berkeley UMA Design,

Waymo Design

UC Berkeley UMA Design,

Waymo Design

The Problem

Waymo is an autonomous driving technology company. It offers driverless ridesharing through Waymo One. Waymo has spent most of its history on research and development, but as it moves into the commercial space, it’s working to redefine its brand and better connect with younger customers through its branding and product experience.

How might we envision a new and captivating "Next-Generation Mobility Experience?"

Jump to Solution!

Competitor Research

We thoroughly analyzed Waymo's ride-hailing competitors and autonomous driving competitors, focusing on brand positioning, personality, visual and verbal identity, and advertising strategies.

Consumer Survey

We surveyed 100+ people to gather data on their perceptions of autonomous vehicles and their preferences for ride-hailing services.

Appealing brand characteristics in a ride-hailing service

are excited to try Waymo's autonomous driving technology

Factors that are important when choosing a ride-hailing service

Synthesis

Users wants a tailored experience in ways human-driven services can't offer.

Users wanted transparency into the vehicle’s decision-making to build trust in autonomous tech.

While users were excited for autonomous tech, adoption hinged on balancing innovation with approachability to avoid intimidation.

New Brand Positioning

Waymo delivers innovative, tailored ride experiences that feel both futuristic and uniquely yours.

The Brand

Reliability Evolution

Highlighting Waymo's reliability by tracing the evolution of Waymo One vehicles. It appeals to tech-savvy younger audiences who value credibility, showcasing Waymo's history of dependable autonomous technology to build trust.

Safety-Centric

Introducing a brand-new rider experience that prioritizes safety for both passengers and their surroundings. This reflects Waymo's dedication to delivering innovative rides while ensuring the highest standards of safety and reliability.

The Product Experience

Waymode

Pick Your "Waymode” lets passengers customize their ride experience with options for lighting, sound, and comfort. It also offers real-time updates on arrival time and route, all designed to make every journey feel personalized and serene.

Map view showing information about your ride (ETA, route, etc.).

Temperature adjustment.

Play your favorite music or podcasts from the in-car screen or from your phone.

Decision Visualization

A real-time UI overlay that showcases Waymo’s decision-making process during a ride. The goal is to demystifies autonomous tech by showing how decisions are made, balancing innovation with approachability.

Traffic Signals

A red light or stop sign UI on-screen when Waymo stops at an intersection.

Obstacle Alerts

Dynamic UI bubbles highlight nearby hazards (e.g., “Detected double-parked car – adjusting lane”).

Pedestrian Awareness

Alert riders of nearby road users when opening vehicle doors.

Waymo One App enhancement

Introducing subtle gamification elements to the Waymo One app to create a more engaging and personalized rider experience.

Riders can customize a unique car ID within the app, which displays on top of the Waymo vehicle to help them easily spot their ride at a near-to-medium distance.

To meet the need for close-range guidance, the compass tool directs riders toward their vehicle or pickup spot, guiding both distance and direction.

To begin the journey, riders can slide up on their screen, activating a small animation of the Waymo moving forward for an engaging start.

More Design Recommendations

Humanize the Autonomous Technology

Highlight Waymo's advanced technology alongside the real people behind it. Feature profiles of engineers, safety operators, and developers to make the technology feel more relatable and trustworthy.

Showcase Behind the Scenes and Testing

Feature Waymo’s rigorous testing and safety measures through behind-the-scenes content to reinforce reliability and security.

Metrics & Impact

212% increase in perceived safety.

67% increase in user sign ups for Waymo One.

28% boost in app engagement.

21% reduction in ride cancellations.

Small team pic!

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