Drivers and passengers told Lyft that the last 50 feet of a pickup often creates the biggest challenge, especially at night, or at an event where several pickups are happening at the same time. And while everyone loved Lyft's previous in-car emblem, the Glowstache, it was time to create a more functional product that could better solve this problem.

The ridesharing industry's first in-car connected device, Amp is designed to make every Lyft ride better for both drivers and passengers. The device sits right on the dashboard, and connects with the Lyft smartphone app. The color passengers see in their app matches the color of their driver's Amp. This "beaconing" feature makes for faster, safer pickups, especially at night. Amp also has an interior facing screen that greets drivers by name when they begin their shift, and passengers when they start their ride to create a more personalized experience.

Our main challenges in creating the product were to:

· Design a connected device that would be simple and straightforward for drivers and passengers to use and understand.

· Provide a better and more personalized ride experience.

· Establish instant recognition for the Lyft brand, while maintaining the company's fresh, irreverent personality.

Amp's magic comes from its lighting – not only is it a more functional way for passengers and drivers to find each other, but it also brings a sense of playfulness and fun to every ride. Amp has two sophisticated LED interfaces. The outward facing screen is defined by an array of 20 RGB LEDs that allow for infinite color variations. This lets Lyft create light displays to match a holidays like the 4th of July, or a local event like a baseball game. The inward facing screen with its 5x24 LED matrix allows for text scrolling to display greetings and custom messages. This screen gives Lyft the opportunity to make every ride more personalized as it greets drivers as they start their shift and welcomes passengers by name as they get into the car.

For drivers, Amp is meant to make the driver's job as easy as possible. Set up takes only seconds, as Amp attaches magnetically to a base that mounts to the dash with a non-permanent sticky adhesive. Charged via USB, Amp's battery lasts up to 8 hours–long enough for a normal shift. Its portable size means Amp can be stored in a glove compartment when not in use.

Amp's ability to make pick-ups smoother shaves off time between rides, helping drivers to earn more money. It also helps passengers to get to their destination faster. Ultimately, this of course benefits Lyft's bottom line, but importantly, it creates a better experience for drivers and passengers. Better service means happy passengers who then more likely to leave good reviews and even tip their drivers. All of this engenders more loyalty to the Lyft brand.

Lyft imagines a world where transportation and tech bring people together, making everyday rides welcoming, affordable, and memorable. The Amp is a physical representation of this mission, helping drivers and passengers to better, and more safely, connect.