Product Development

Competing in the Fast-Moving Ground Transportation Market

Business Goals

With the advent of ground transportation competitors like Uber and Lyft, our client recognized the need to explore an expansion into the on-demand car service market. After developing a mobile on-demand app, our client sought to enhance its design and functionality, as well as hone the positioning and messaging to be used at launch.


Multi-phased research approach among business travelers and professional travel arrangers:

Phase I: Usability testing of the on-demand mobile app among business travelers.

Phase II: In-depth interviews with business travelers and travel arrangers to assess attitudes and usage of on-demand transportation services and to evaluate positioning language for our client’s new on-demand offering.

Phase III: Quantitative online survey with pilot test participants to evaluate actual experience using the on-demand app.


This comprehensive research provided our client with a roadmap from initial design and development of the mobile app through to its launch. With this user feedback, our client has the tools and strategic guidance to deliver a competitive on-demand service offering.