Lyft working on simpler app version for elderly riders, Bloomberg says

Lyft (LYFT) is working on a simplified version of its app for elderly riders, part of an effort to further differentiate itself from rival Uber Technologies (UBER), Bloomberg’s Natalie Lung reports. Dubbed “Lyft Silver,” the new mode would include a user experience “designed for seniors with a simple new look” and “easy access to support,” according to a Bloomberg News review of the app’s publicly available iOS code. The offering, which has not been previously reported, would also let older users share ride details with a contact and use digital gift cards sent by people they know, the author says.