The Amp is Lyft’s most powerful out-of-home marketing tool. One of the Brand Experience team’s primary goals was to continually boost saturation and utilization of the Amp among drivers.

To support this, we rolled out a range of initiatives: holiday-themed animations displayed on the device, the Glow & Go Sweepstakes to incentivize consistent use during peak holiday moments like Christmas and New Year’s, and custom animations for major airport markets where visibility was highest. My responsibilities included concept development, product design, and prototyping, as well as user testing with riders and drivers at Lyft’s San Francisco hub to ensure the experiences resonated.