Company Context

SwiftRide is a mature ride-hailing platform with 35M monthly active users across North America and Europe. Its mobile app is the company’s primary product, and growth now depends more on improving conversion and retention than on geographic expansion.

Problem

SwiftRide recently saw a rise in support tickets tied to booking failures, especially from users who rely on screen readers, larger text, voice control, or high-contrast settings. Internal research found that 11% of attempted ride bookings from users with accessibility settings enabled are abandoned before confirmation, versus 6% for the overall population. The team is planning a redesign of the booking flow and wants product leadership to ensure accessibility is treated as a core user experience requirement rather than a compliance checklist.

You are the product manager responsible for evaluating the current experience and recommending what to improve first. Assume engineering can support only a limited set of changes in the next quarter, so you must make explicit prioritization trade-offs.

Deliverables

1. Define which user segments and accessibility needs you would evaluate first, and explain why.
2. Identify the most important accessibility considerations across the ride-booking journey, from pickup selection to payment confirmation.
3. Recommend the top product changes for an MVP accessibility improvement plan.
4. Define how you would measure success and validate that the experience improved.
5. Discuss key trade-offs, including speed of delivery vs. completeness, and consistency vs. customization.

Constraints

• MVP must ship within 10 weeks.
• Only 1 mobile engineer per platform, 1 designer, and shared QA support are available.
• The redesign cannot materially slow booking time for the broader user base.
• Payment and mapping vendors cannot be replaced this quarter.
• Legal requires meaningful progress toward WCAG 2.2 AA alignment, but full certification is out of scope for this release.