Lyft is rolling out a simplified version of its app with live phone support to make it easier for older adults to hail a ride, the company said Thursday -- the same day Uber launched a similar service.Â
Called Lyft Silver, it includes a simplified app interface with larger content, and allows users to connect with US-based support agents who can chat via phone from 8 a.m. to 9 p.m. ET. It'll also prioritize pairing older riders with vehicles that are easier to get into and out of.Â
Lyft Silver will launch nationwide on Monday, starting with an early access program for the first 25,000 riders who sign up. To enable the feature, click You in the bottom right of the Lyft app to pull up the main menu. Then click on Lyft Silver, and you're good to go. Â
The move is an attempt to boost ridership among adults over 65 years old, which make up just over 5% of Lyft riders, according to the company. Additionally, internal research found that "71% of older adults reported 'low' levels of tech savviness." Lyft says a more simplified and tailored app experience can help lower those tech hurdles.
"Transportation is essential for human connection and wellbeing -- especially for older adults -- and that's exactly why we needed to launch Lyft Silver now more than ever," Audrey Liu, head of rider experience at Lyft, told CNET. "[Older adults] often need more reassurance, and being able to talk to a human provides real-time guidance during trip setup and helps quickly resolve any unexpected issues."
For many people who are older or who have a disability that prevents them from driving, ride hailing can be a critical means of getting around. That includes both human-driven and self-driving vehicles from companies like May Mobility, which offers wheelchair-accessible vans, and Waymo, which has incorporated app features to help blind and low-vision users track their arriving ride and follow their journey with turn-by-turn GPS. Both Uber and Lyft also give riders the option to hail wheelchair-accessible vehicles.
Ahead of the anticipated release of Lyft Silver, Uber on Thursday also launched a more streamlined version of its app catered toward senior riders. It includes larger text and fewer home screen options. That version is currently being tested in Phoenix and Orlando, with more cities slated to be added in the coming weeks.