Design Thinking at UBER
Who would have thought that a new ridesharing service launched in 2012 could be worth $60 billion by 2016? Uber quickly transformed the taxi market by targeting the aspects of the service that taxi companies had always neglected. The taxi industry was complacent and it paid the price. They did it by using User-Centered design principles to ‘re-imagine’ the taxi experience and is today considered as a Pioneer in “Design Thinking”.