MYRID
UX/UI Design | Product Development
The ride-hailing industry has been revolutionized by digitalization, with companies like Uber and Lyft dominating the market. However, TNCs and existing platforms often prioritize customers and temporary drivers, neglecting the needs of professionals. This leaves career drivers frustrated by high expenses, rigid policies, and an unfair system. Myrid puts drivers first, offering a SaaS solution that empowers them to build a personal clientele and take control of their careers.
Duration: Ongoing
Primary Role: UX/UI Generalist & Leader, Brand & Product Strategist
How It All Began...
It all began with a man born in Ethiopia in 1964. But to keep it simple, that man is my father. For more years than I’ve been alive, my father has been a dedicated, professional driver. From the days of driving a traditional yellow cab to becoming an Uber Premium driver, his career has spanned over 20 years. The job gave him the flexibility he needed as a father of two and allowed him to connect with a community of drivers who shared a similar background. For a long time, it seemed like the perfect opportunity for him. But as I got older, I began to see the cracks in the ride-hailing industry—the things that my father, and so many others, had to face every day.
My father started building his own clientele—customers who wanted to book directly with him, bypassing the need for third-party platforms. To him, the idea of setting his own prices, instead of only keeping around 75% of what Uber paid, seemed like a better route. But, as much as he wanted to take that leap, he realized the market just wasn’t big enough yet. The rise of TNCs like Uber and Lyft completely changed the game. They’ve taken over the transportation industry, and the competition with traditional ride-hailing has been forever transformed.
For my father, driving for these companies has been the best way to source rides, but it hasn’t come without its frustrations. He’s been left juggling high business expenses, steep commission cuts, endless competition, and the constant challenge of finding new clients—issues that continue to weigh on him day after day.
But here's the thing - it’s not just my father. It’s the same story for countless professional drivers out there.
Research & Insights
The ride-hailing industry, once dominated by traditional taxis, was revolutionized by companies like Uber and Lyft. For many, including my father, this shift seemed like the perfect opportunity—flexibility, autonomy, and a chance to connect with a diverse community of drivers. However, what appeared to be an ideal career path soon revealed its flaws, especially for professional drivers who rely on it as their primary source of income.
As the market grew, so did the number of drivers, many of whom treated the gig as a side hustle or secondary job. This influx led to fierce competition, with no regulation on the number of drivers in any given area. Professional drivers, like my father, had to become highly selective about which rides to accept, ensuring their time and resources were well spent. Yet, despite their experience, they struggled to find steady clients amid the saturation.
While TNCs offered flexibility, they also created an environment where drivers often felt forgotten. High commission fees, constant competition, and an unjust rating system compounded the issues. On top of that, drivers face significant business expenses, including mandatory vehicle upgrades, maintenance (repairs and upkeep), oil changes, empty trips, and airport tolls. Some turned to freelancing for more control, but even that came with its own set of challenges—like inconsistent clientele and fewer incentives.
The system is broken. While TNCs had created an efficient platform for customers, they failed to meet the needs of the professional drivers who keep the wheels turning. The solution lies in addressing those voices and building a system that values fairness, transparency, and autonomy for drivers.
The Audience
Professional drivers who want to provide freelance services and establish personal clients
Meet Micah Butera
Age: 33
Education: High School Diploma
Hometown: Newark, NJ
Occupation: Professional Driver
Micah is a seasoned professional driver who values the flexibility his work provides, supporting himself through Uber while seeking to take his business more seriously. He’s experienced in the industry but faces high maintenance and fuel costs with his Cadillac SUV, which eats into his profits. Micah is looking for a way to streamline his work, reduce expenses, and maximize his earnings without relying solely on ride-hailing platforms.
Meet Jeff Hardman
Age: 42
Education: Master's Degree
Hometown: Atlanta, GA
Occupation: IT Consultant
Jeff is always on-the-go for work and values having a reliable driver who knows his schedule in advance, eliminating the need for last-minute bookings. He appreciates the extra time in the car, which allows him to take calls and stay productive. Jeff seeks a more seamless and efficient travel experience.
The Proposed Solution
An app that offers professional drivers a flexible, transparent platform to manage their work, maximize profitability, and connect directly with clients.
