Madison residents are no longer waiting outside in the cold to hail a cab or chasing a bus to commute around the city. Uber, billing itself as “everyone’s private driver,” changed transportation with easy-to-use technology that strives to provide a convenient, personal commuting experience.

Uber reinvented the transportation system by tapping into people’s need for an accessible and comfortable way of getting around. The company has transformed what it means to use a car service through its handy technology, comfort and personable drivers.

Kyle Herman, a Madison Uber driver, believes the application’s technology makes it the most accessible form of transportation in Madison.

“Uber is just so much more efficient than the local taxi or bus. You can look at your phone, download the app right where you’re standing, put in your information and get a ride right there,” Herman said. “Technology plays into transportation, and Uber’s app is efficient and fast.”

According to the company’s mission statement, the San Francisco start-up, which debuted in 2009, was designed to evolve “the way the world moves. By seamlessly connecting riders to drivers through our apps, we make cities more accessible, opening up more possibilities for riders and more business for drivers.”

The application’s technology is integrated with Google Maps to show users on their phone how far away the nearest car is. Once requested, customers can watch their Uber arrive and view their driver’s information. When the ride is over, the app charges the rider’s credit card—eliminating the hassle of change, cash and receipts.

Herman explained his main demographics are young professionals and students. The reasoning behind this is none other than the service’s integration with today’s smartphone culture. Although Uber is limited because it is only available to those with a smartphone, Uber is suited for Madison’s tech-savvy population.

“Most of my customers are 35 and under, so their transportation needs to cater to who they are,” Herman said. “Uber is accessible because it embraces the smartphone culture that our users exist in. It allows transportation to be just another functionality on their phone.”

While the service functions and feels like a private car, the pricing works like a taxi where the company, not the driver, creates the set price. In addition to the technology, people use the application because they feel comfortable and safe when riding in an Uber.

Heidi Weitz, a student at the University of Wisconsin-Madison, chooses Uber because she feels it is a safe and pleasing way to travel.

“I’m a teenage girl on a huge college campus. I need a safe way to get home, and I feel safe in an Uber,” Weitz said. “I feel better sitting in the back of someone’s car, you know? Feeling comfortable and being able to communicate with them is something you don’t get with bus drivers or taxi drivers around here.”

To ensure the safety of travelers like Weitz, every Uber driver undergoes a background and car check to confirm the driver and the driver’s car are suited to transport riders.

According to Herman, unlike many Madison cab and bus drivers, Uber’s employees are safe and friendly people who provide their customers with cordiality and conversation.

Jack Morrison, a Madison resident who uses Uber frequently, enjoys how much more comfortable he feels in an Uber compared to local forms of transportation.

“As a social guy who is always looking for a conversation, I like that I can converse with my Uber driver without feeling weird,” Morrison said. “When I get in a taxi or on a bus, those drivers just aren’t personable. I like that with Uber I’m really enjoying the ride.”

Herman enjoys that his job is more than shuttling passengers. He feels his work provides him the opportunity to connect with people like Weitz and Morrison, even if it is for a short ride.

“I try to start up small conversation with people when they get in the car and it usually goes from there,” Herman said. “I like that I actually meet my customers and get to know them. A lot of other forms of transportation just want the customer to get in and be quiet, but that limits them because the passenger is going to like someone personable.”

An informal poll conducted by UW-Madison journalism students found Madison residents use Uber more frequently than cabs in all scenarios. According to the poll, Uber is the preferred mode of transportation compared to other companies like Green Cab or Union Cab.

“Uber is just so much easier than calling a cab or taking a bus because it’s a click away. Plus, these guys are actually cool, friendly people. I don’t know what else I’d use, expect walking, to get around,” Morrison said.

Uber has seen a tremendous growth in Madison since its recent arrival.

Bill Gurley, an Uber investor, explained at the 2013 Disrupt New York Technology Conference that quality is the foundation for the company’s large expansion to places like Madison and the other 67 countries the car service operates in.

“Uber is the best way to get from point A to point B because it is the best. It’s easy, quick and you can make good memories without paying too much or taking too long,” Weitz said. “I like that something good is out there and I know it always will be.”