Uber
Driving engagement and personalization through Uber's CRM and in-app communications. Showcasing 3 digital campaigns.
Challenge
Uber wanted a strategic email journey and in-app comms to tease and launch their fifth-annual global product conference event, Go-Get, in New York.
Solution
We brought the event’s core theme of “everyday” to life with a vibrant, dynamic and motion-first design system expanded off the conference’s brand identity, CRM communications, and other placements throughout Uber’s owned channels and app.
PROJECT
CRM campaign and product launch design, in-app modules and communications.
ROLE
Senior Art Director and Design Lead
COLLABORATION
Part of the Uber team at GALE Partners
An event journey, told in three emails
We mapped the full arc of the launch across a three-part email series:
- Pre-Event — a teaser announcing the dates, visual style, and energetic tone of the event.
- Day Of — event and livestream details, paired with demonstrations of each new product designed to make Uber more affordable, accessible, and efficient for everyday life.
- Post-Event — a simple wrap-up with a link to the archived livestream.
Designed to move — and to adapt
We evolved and expanded the event’s initial identity toolkit into a full CRM system, flexible enough to span email, app, and other digital channels. We paired the event’s signature glyph icons with photographic elements for a unique art direction, and created a library of animated modules so that every touchpoint felt like part of one energetic story.
The core event animation carried the “everyday” theme through motion, while the entire system was built to flip seamlessly between light and dark mode without losing any of its impact; a deliberate palette adjustment ensured every color held its intent in either view.
Meeting riders where they already are
Beyond email, Go-Get extended across Uber’s owned ecosystem:
- App Notification — an expanding push notification designed to capture the attention and imagination of Uber riders and eaters.
- In-App Ads — a range of messages and designs placed throughout the app.
- In-App Carousel — an elaborate scrolling carousel revealing the key new products to customers while they wait for and take their rides.
Challenge
Surge Savings is a new Uber One membership benefit that automatically discounts rides when demand is high. The campaign needed to reach three different audiences: current members who needed a reason to stay, churned members who needed a reason to come back, and non-member riders who needed a reason to join. That meant designing for scale from the outset, with each audience having its own full sequence of emails, push notifications, and in-app moments.
Solution
We built a full lifecycle campaign — emails, push notifications, in-app rings, and a benefit icon and landing page — tailored to each audience’s mindset. This added up to 54 interconnected deliverables that all had to stay visually and tonally consistent across mobile, desktop, and both light and dark mode.
For existing members, the message was reassurance: this is why you joined. For churned members, it was FOMO: the benefit you were missing has arrived. For general riders, it was a new door into membership altogether.
PROJECT
Lifecycle campaign strategy, Email design, Push & in-app notification design, Benefit iconography, Landing page design
ROLE
Senior Art Director and Design Lead
COLLABORATION
Part of the Uber team at GALE Partners
A benefit icon designed to explain at a glance
Surge Savings needed its own benefit icon to fit within Uber’s existing library already established across the app and website. An earlier direction from the client had leaned on a shield, but that read as protection rather than savings. The brief was to move away from that toward a direction designed to communicate relief, reduction, and smart savings instead.
A full lifecycle, mapped end to end
Each audience moved through a coordinated sequence of touchpoints: an announcement email introducing the benefit, a second email reinforcing it, onboarding or push notifications, an on-trip push and ring while surge pricing was active, an on-route ring confirming the discount, and a post-trip email recapping the savings — with distinct variants for riders who met or didn’t meet the savings threshold on a given trip. Push notifications and in-app modules also met riders where they were.
Target Audiences
Existing Members — “I want to feel certain I’m getting value from my membership.” The goal was reinforcing value and reducing churn, with messaging that validated the choice to stay in Uber One.
Churned Members — “I didn’t get enough value — especially when surge hit.” The goal was reigniting that value perception and creating a sense of missing out on a benefit worth coming back for.
General Riders — non-members who hadn’t yet experienced Uber One. The goal was making Surge Savings a compelling, standalone reason to join.
Designed to work everywhere, in any mode
Every email and module was built for mobile and desktop, in both light and dark mode, so the experience felt native no matter where or how a member encountered it.
Challenge
We were tasked to create one clear, unified platform for Uber Premium (launched as “Uber Premier”) that houses three distinct but connected visual tiers. This is a selection of exploratory work from one territory we presented. The goal was to make each tier – Comfort, Black and Elite – feel instantly recognizable with a clear hierarchy.
Solution
This work is a series of comps I did from the exploration phase using the visual metaphor of a color spectrum. It’s illustrative of how each premium ride reflects your own spectrum of needs, moments, and desires.
We live life on a spectrum — who we are, what we need, and how we feel changes from day to day. A spectrum of options. A standard that adapts. A ride that reflects the life you’re living.
PROJECT
Service design direction exploration
ROLE
Designer
COLLABORATION
Part of the Uber team at GALE Partners
