Project Selection and Execution of Uber App Redesign

Project Selection and Execution of Uber App Redesign
Selection of an appropriate project is an important activity because it can bring efficiencies
and success to an organization. In the current report, a case of Uber has been taken to
understand how project selection methods play a significant role in deciding which projects
to execute and also a whether PMBOK methodology would be used for exploring initial
process groups and project document requirements. Uber is planning to redesign its app for
the drivers and to ensure that this app has all essentials, the company has taken inputs from
drivers and has involved hundreds of engineers in the development process. This report
contains details of the project selection methods that were used for the Uber app
redevelopment project for drivers as well as explored the key documents required at the
project initiation stage. These include a stakeholder register and a project charter. A project
charter neds to be prepared at the initial stages of the project to get the approval for
development. A stakeholder register helps identify, assess, and understand stakeholder
requirements so that they can be recorded and the project designed and developed with their
considerations.
There are mainly two categories of selection methods that can be used for projects. These
include benefit measurement and constrained optimization. Benefit measurement include
techniques like cost benefit analysis, payback calculation, net present value, discounted cash
flow, Rate of return, and opportunity cost. These methods are targeted to calculated the
monetary impact of the project and understand If it would be profitable (SAEO, 2015).
Constraint optimization methods consider non-monetary things like customer service
relationships, organizational goals, management change, stakeholder views, and political
issues. In the current project of Uber app redesign, the project selection method used is the
optimization method that has invited views of drivers as stakeholders to understand how the
original app can be improved to help them serve customers better (Clements & Gido, 2006).
Uber decided to take up the project for redevelopment because they wanted to enhance the
engagement of Uber app with the drivers so that their experience could be improved which
would help them serve the customers better. With this development, the company is
expecting to achieve more efficiencies in its operations. It would reshape the way drivers
interact with the application and the company. The project involves investigation into the
working environment of the drivers and planning for improvement of the same (Gardiner,
2005).
1

Project Selection and Execution of Uber App Redesign
As per PMBOK guide, the first step to development of a project is project initiation. During
this stage, an initiating process group is formed for obtaining the project requirements and
obtaining an authorization from sponsors to develop project to fulfil those requirements,. The
process group involves activities, processes, and skills needed for execution. The internal as
well as external stakeholders of the project are identified at this stage to capture requirements
information which is normally presented in the form of a project charter that details the
objectives, requirements, resources, and other essentials of the project needed for approval.
At this stage, teams are initialized phases for project development are defined (PMI, 2013).
Two key processes that are involved in initiation include development of a project charter
and identification of stakeholders which is reflected using a stakeholder register. The project
charter would serve as an input document for the further processes involved in the project
management. It would help a project sponsor understand how the project would be executed
and what difference would it make to the companies goals. On the basis of the inputs from
the project charter, a project sponsor can take a decision whether the project selected is viable
and should be approved for development. A stakeholder register would help understand key
stakeholder of the projects, their requirements, influences and needs so that they can be taken
care of during the project. The register would also imply the needs of communication content
as well as frequencies such that the register can be used for a detailed project planning. The
understanding of stakeholders would ensure that the plan is made according to stakeholder
considerations and thus, they are engaged well on a project (Beringer & Kock, 2013).
A project charter identifies project objectives, key stakeholders, team roles and
responsibilities, risks, budget constraints and project manager authority. Considering the
current project that invited development of the drivers app, the project charter would contain
the following details (Fournet, 2011) –
Overview: The project involves exploration of views of the drivers to incorporate them in the
development of drivers app which would be done by the developers including designers and
engineers from Uber.
Project Objective: The objective of this project is to design a drivers app that is able to better
serve the needs of customer and engage drivers more effectively with the Uber application
Project scope; The activities that are within the scope of the project include –
 Identification of application feature and development requirements from drivers
2

Project Selection and Execution of Uber App Redesign
 Involvement of engineers and designers through community to help them remain
updated on inputs from drivers
 Designing of the new drivers app to better serve the needs of the project
 Development of the drivers application by involving engineers from Uber (Berbec,
2014)
Major Milestones: The major milestones of the project would include –
 Study of the working environment of the current drivers of Uber
 Gathering of inputs from all Uber drivers on improvement of the application
 Creation of new design on the basis of the inputs from the drivers
 Development of the interface and application components
 Testing of the new software involving drivers for user testing
Major deliverables of the project are –
 Collective requirements document obtained from the inputs taken from drivers across
Uber implementations
 Design of the new drivers application created considering inputs from drivers
 Application modules developed as per the application requirement defined
The project is getting executed with some assumptions that are followed. These include –
 The drivers app would engage the drivers better and would improve its performance
 Upon launch, the project would get acceptance in the market and will be profitable for
Uber
 The design created for the application would have great implications on the drivers
environment and it would affect their earning, power, quality of life and autonomy
while working with Uber
Stakeholder Register: A stakeholder register contains details of stakeholder identification,
assessment, and classification. The stakeholders identified for the Uber project are the
drivers, designers, and engineers. Each of these stakeholders can be assessed on the basis of
their requirements, communication needs, expectations, communication frequency, influence
on the project, interest levels and power. Stakeholders can be classified based on their levels
of power and interest or other attributes such as internal or external, a supporter, positive,
resister or neutral (Beringer & Kock, 2013).
3