1. Call UberSELF - Alternative Design
In another option I explored, I decided to include self-driving car option as part of UberX instead of having its own "uberSELF" category.
Why I didn't choose the initial design:
1. It doesn't upsell the product.
If Uber was to launch their self-driving cars now, this design wouldn't highlight the new feature since it is buried within UberX. People who heard about the launch of Uber's self-driving car would expect to see the new feature right away but might get confused or frustrated when they fail to find it.
2. It's better to see all options upfront.
This design require one more click, one more decision. When people are ordering rides, they want to see all options and quickly order their rides.