Uber, the market leader of the rideshare industry, wanted to solve for the awkward car mixup problem that often occurs when multiple people are requesting rides from the same location. Enter Uber Spotlight. In an effort to eliminate awkward mixups and challenges people have locating their ride, Uber wanted to test out a new color coded technology called Spotlight. It works by having the Uber driver install an LED light fixture inside their windshield which syncs to their phone. When a person requests a ride from the Uber app, they are asked to select a color while they wait. When the driver arrives, the LED inside the car glows the color the rider selected, and riders can press and hold on their phones screen causing it to glow the same color, allowing the driver to identify them in return.