Messaging @ Uber
What if advertising was invisible? Or even better, what if advertising was designed with the same user-centric intention as the rest of the product experience?
For the app that helps you go places and get things, we challenged the idea that ads were destined to be interruptive and created a space that responds to every day needs and context.
From bespoke surfaces to uniform components.
We partnered with the design systems team to create uniform components, cutting down internal team asset creation time while building consistency for our users.
Modularity makes it easy to experiment.
With uniform components in place, product teams can more easily experiment with size of message, multiple messages, and manage competing priorities.
Responsive to phone size.
Uber's shortcut section ("Home" and "Work" above) is instrumental in driving gross bookings and allowing users the fastest entry point into the core rides experience. Modularity not only allows experimentation, but provides a solution for keeping shortcuts accessible to all.
Consistent across the entire user journey.
The previous design system only allowed for small illustrations, not representative of the entirety of Uber's brand identity and causing consistency issues with marketing efforts. The new system accomodates all types of assets, including motion, allowing for the full expression of Uber's brand across the entire customer experience.
The right message at the right time.
Through the use of simple data inputs (day of the week, location, weather, etc.), we created a robust content library that set the tone for future messaging efforts. Instead of generic incentives, we offer personalized promotions. Instead of upsells, we offer the right product at the right time. And instead of trying to change behavior through advertising, we offer solutions to real-world problems our users are facing in the moment.