Beacon is the first in-car communication device by Uber. Given as a gift to drivers who have achieved a certain level in the Uber Pro loyalty program, beacon is designed to improve the lives of drivers by providing important information and addressing key pain points.
While another director drove the physical and packaging design of beacon, my role was to define the scope and approach of the core beacon experience and product onboarding. I resourced and lead a team of brand designers, product designers, motion designers, copywriters, and a 3D render agency in bringing the experience to life. We worked closely with a cross-functional team of engineers, product managers, PMMs, UX researchers, and driver product design stakeholders to ensure a collaborative process.
While designing the core experience, I also served as creative director as marketing teams built out different channels like web and email.