Within the Lyft CEO plan to take advantage of the boomer economy with 4 main features

Lesi CEO David Risher recalls the harsh conversations with his deceased mother about the realities of aging.

“One of the most nasty conversations I have had with her was:” Mom, I think it’s time to return to the car and the keys, “says Risher Fortune.

Their personal experience, coupled with the demographic change where 80 million People are expected to be 65 years old and older by 2040, which was proposed by the CEO to consider how the multiple -dollars walk company can better serve adults. Today, less than 6% of Lyft’s passengers are over 65, according to data provided by the company.

This week, Lyft announced “Lyft Silver” to do his Rideshare service more attractive to senior adults. Risher thought of his mother, who embodied the wishes of many adults.

“The physical world is a really important part of our experience, and this is only true as you grow old,” says Risher.

The number 1 priority for Risher during product development was to ensure that it would be “easy for people to use”. Therefore, the program will have larger font and fewer options to choose from. During the research phase, the team also found that the adults greater feared that they would do something wrong on a Rideshare platform, which could deter them from using it. To solve this, Lyft Silver will have a more enabled button on the customer service at the top of the screen to address “everything, since” I’m not sure who is my driver, “I think I only put the wrong destination,” says Risher.

Caregivers and family members are a central part of Lyft’s silver. Senior adults who use the platform can easily share their walks with a loved one or caregiver, which can add money to their balance if necessary. And users will be more often paired with cars that are easier to enter and get out of comfort and space. Lyft was associated with the Foundation for the Social Connection Action Network and the Self -help for the Elderly, among other organizations, to help design the function.

This week, the option of changing your interface to Silver is open and the company will enroll up to 25,000 in the offer. Tracking users’ habits will report whether the service is deployed or not completely and under a subscription model. “It’s just trying to get so many people try it and give us comments,” says Risher.

Rideshare’s rival Uber has launched a similar service to more companies Recognize that responding to Boomer’s needs is a smart economic movement.

“It’s good for business, but I think it’s good for society,” says Risher.

This story originally presented to Fortune.com

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