Platform Service Designs: A Comparative Case Analysis of Technology Features, Affordances, and Constraints for Ridesharing

Abstract

Ridesharing platforms have gained a strong foothold as an alternative transportation option to vehicle ownership for consumers while being contested for causing widespread market disruption. They continue to foster business model innovation and unveil new opportunities for delivering goods and services within the broader sharing economy. However, relatively little is known about the comparative value of services provided by the numerous ridesharing platforms available today. We, therefore, analyze three exemplars within the broader sharing economy: Uber®, BlaBlaCar®, and Zimride®. We find that these ridesharing platforms are unique service systems with different designs for facilitating peer-to-peer service interactions, which are reflected in their technology features, affordances, and constraints. Our analysis offers researchers and platform owners new ways to conceptualize and understand these two-sided, digital markets with a range of participants, user goals, and service experiences. In particular, we demonstrate that platforms can be designed to cultivate entrepreneur dependency or enable prosumer communication and collaborative consumption. Given pending legislation to regulate platform-based work, platform owners should be mindful about creating an asymmetrical power imbalance with providers given assumptions about service interactions and technology features. Furthermore, researchers should account for service design differences, as well as the technology affordances and constraints, of platforms.