Beacon is a dashboard-mounted visual communication device that helps drivers and riders find each other, a common rideshare complaint. Beacon is clear, bright, and carries the new Uber brand language. Its unmistakable U-shaped light makes car recognition instant, even in bad weather. Beacon‘s custom color is controlled via the app, or it can flash for those who are color-blind. The light wraps around the sides for good visibility at any angle. The back of Beacon that faces the interior of the car has a bold LED matrix display to give rider updates and safety tips such as “wear your seatbelt,” “exit curbside,” and “watch for cyclists.” This interior display is a welcome new communication modality for drivers and riders. Functionally, Beacon features a quick-release magnetic mount for easy removal. Beacon’s internal hardware also contains new sensor technologies that provide more precise pick-up and drop-off locations. Beacon is rolling out in cities across the US and is already proving to be an effective tool to enhance the rideshare experience.