Uber - Digital Experiences
About the project
We collaborated with Uber's Digital Experiences team to ideate and design a new feature called Uber Concepts, aimed at tracking excitement for upcoming Uber services. Our efforts in this initiative directly contributed to the conceptualization of Uber Freight, Concierge, and Chopper. This collaboration involved comprehensive discovery workshops with stakeholders to visualize the products. From these workshops, we worked on the user experience, information architecture, and possible visual and brand positioning and experience.
Role
UX Designer
Timeline
Aug - Oct 2021
Platform
Web Responsive
My Role
As the lead UX designer, my primary responsibility was to collaborate with stakeholders to understand their needs for these new products Uber was going to launch. We began iterating on initial ideas and then moved on to understanding the competitors and identifying the features we would address on the website. I then worked with the team on the visual design of the website to create a cohesive experience with Uber’s current look and feel.
Process
With the stakeholder team at Uber, we decided to divide the workshops into two tracks: User Experience and Brand & Content Exploration.
User Experience Track: We iterated design ideas, created CTAs and landing pages for the experience, devised ways to collect feedback from Uber customers, and identified audience segments for the products.
Brand & Content Exploration Track: We reviewed competitors and worked on the brand imagery and overall experience.
Although comprehensive details are under NDA, the brief outline of the process is as follows:
Accomplishments
Identified business goals for the new products.
Defined target audience.
Analyzed competitors to understand the market.
Conducted creative workshops to identify initial concepts and site components/features.
Delivered a high-fidelity click-through prototype for the new conceptualized products.
Learnings & Takeaways
Designing for Engagement
Conceptualizing a website for ideas. The products Uber was considering were still in the ideation phase. The challenge was to create an aspirational and realistic experience to engage current users without launching the products.
Working with Existing Guidelines
The products being marketed were different from Uber's launched and running products. The challenge was to follow the same design and content guidelines to maintain brand cohesion while ensuring the new products stood out.