Best Marketing Case Studies & Campaigns

Uber Design: Back to the Drawing Board

Uber is a platform where those who drive and deliver can connect with riders, eaters, and restaurants. It was founded in March 2009, in California, the USA by Travis Kalanick and Garrett Camp.

Uber is an easy app to use when requesting a ride. When a nearby driver accepts your request, the app displays an estimated time of arrival for the driver heading to your pickup location.


In 2018, Uber wanted to foster design thinking, show off the brilliant work of its design and engineering teams, and attract talent.

Ueno has been doing a great job since 2017 when they helped Uber to launch Uber.Design and later they added a special case study for their 2018 rebrand.


Uber Design Solutions by Ueno:

In light of the Uber design problem, Ueno was there to find a solution for Uber. Ueno helped Uber's design team to show off their work with a new site and a case study for their 2018 rebrand.

  • Uber is serious about design and engineering. To quickly show the scope of what their teams are up Ueno designed Uber. Design’s home page as a collage-style feed.
  • Because case studies are at the heart of Uber.Design. Ueno's team spent a long time with Uber’s teams crafting the perfect template that would let every project shine bright like a diamond.
  • Additionally, Uber.Design features both visually and technically inspiring designs and dives deep into the creative processes behind them. Therefore, templates had to be flexible enough to show all these various types of projects.
  • Moreover, Uber wanted help in recruiting top talent, and Ueno helped with that. As each team will get its own section, showing how it operates and giving potential recruits an idea of what to expect.


The efforts of Uber design were definitely recognizable and brilliant, the design was professionally made, along with the case study, and the inspiring designs.

"It’s great to work with an agency that doesn’t feel like an agency. We were all one team working on a project together from start to finish." Lori Mann, Senior Design Program Manager, Uber

"Design at Uber is about more than the app you use. It’s also about things like their environmental projects and the constant evolution on the brand side. This site draws back the curtain and gives you an insight into the stories of the people who are behind this wide spectrum of work." Robbin Cenijn, Creative Director, Ueno


At Uber, they ignite opportunity by setting the world in motion. Uber take on big problems to help drivers, riders, delivery partners, and eaters get moving in more than 600 cities around the world. Uber welcome people from all backgrounds who seek the opportunity to help build a future where everyone and everything can move independently. If you have the curiosity, passion, and collaborative spirit, work with them, and let’s move the world forward, together.
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