The new Uber appWhere to next?


Uber’s original premise was simple: push a button, get a ride. You didn’t need to set your destination. You didn’t need to select a product. You just hit a button or two, and you were off. As we added more features and our products became more complex, we continued to strive to keep the original simplicity and speed of a single button. But we realized speed was about much more than minimizing taps and streamlining flows.

Team department

Product team

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Team members / roles


Nov 2016

Team members / roles

  • Shalin Amin - Design Director
  • Peter Ng - Sr. Product Designer
  • Bryant Jow - Sr. Product Designer
  • Nick Kruge - Sr. Design Engineer
  • Satyendra Nainwal - Sr. Design Researcher
  • Victoria Stanell - Content Strategist
  • Didier Hilhorst - Sr. Design Manager
  • Jackie Ngo - Designer
  • Samiksha Kothari - Sr. Product Designer
  • Sri Jalasutram - Sr. Product Designer
  • Yameng Li - Product Designer
  • Peter Foo - Sr. Product Designer
  • Trijeet Mukhopadhyay - Intern Product Designer
  • Yao Lio - Product Designer
  • Soya Qian - Product Designer
  • Erik Jensen - Sr. Communications Designer
  • Eric Eisher - Sr. Product Designer
  • Jeffrey Vanichsarn - Product Designer
  • Jacqueline Jiang - Communications Designer
  • Noah Stack - Product Designer
  • Bradley Ryan - Product Designer
  • Sarah Carole - Product Designer
  • Jenny Lo - Design Researcher
  • Adam Noffsinger - Product Designer
  • Sonya Ives - Design Manager
  • Stacey Corwin Farrelly - Design Manager
  • Victoria Stanell - Content Strategist
  • Ashlee Perry - Product Designer
  • Corin Nader - Product Designer
  • Emily Hsuing - Product Designer
  • Stephanie Zigomalas - Communications Designer
  • Buhr Duong - Product Designer
  • Adil Dhanani - Product Designer
  • Ching Lai - Product Designer
  • Adam Schwabe - Sr. Product Designer
  • Nora Sermez - Product Designer
  • Russell Wilkins - Design Manager
  • Ian Chee - Sr. Strategy Manager
  • Adnan Virk - Sr. Product Designer
  • Jenny Davis - Product Designer
  • Parvaneh Toghiani - Product Designer
  • Jack Vidnovic - Sr. Product Designer
  • Michael Takeshita - Design Manager
  • Cady Wachsman - Design Manager
  • Christine Munday - Research Operations
  • Shruti Kataria - Design Researcher
  • Yuri Choi - Research Operations
  • Whitney Gisvold - Communications Designer
  • Vincent Shi - Product Designer
  • Gary Der - Sr. Communications Designer
  • Carly Leahy - Sr. Content Strategist
  • Sophie Mihyun Lee - Product Designer
  • Caroline Stanculescu - Design Researcher
  • Patrick McKiernan - Sr. Content Strategist
  • Gijs de Ridder - Sr. Product Designer
  • Oliver Lukman - Product Designer
  • Jelle Prins - Design Manager
  • Jon Kantrowitz - Sr. Product Designer
  • Derek Orr - Design Manager
  • Wan-Ting Huang - Product Designer
  • Dana Lee - Design Researcher
  • Luke Brown - Production Designer
  • Steve Williams - Production Designer
  • Rian O’Niell - Sr. Content Strategist
  • Donald Wong - Designer
  • Julian Marin - Communications Designer
  • Phillip Chagoya - Sr. Content Strategist
  • Corin Trachtman - Product Designer
  • Kyle Dehovitz - Product Designer
  • Paul Smith - Sr. Design Manager
  • Christine Fernandez - Sr. Design Manager

The challenge

A big redesign is daunting. There are a lot of variables and unknowns that can lead to potential failure down the road. But we knew that if we wanted to build for the future, we had to be comfortable taking risks. This meant not only making a big bets on how things look, but also reimagining how things flow.

Design Sketches

After years of adding new products and features, the app had become convoluted. People were selecting the wrong product. Opportunities to save time by suggesting better pickup spots were being missed. In a fast growing environment, it can become challenging to see the way ahead. So to move past the comfort of our beginnings we decided to design the new Uber experience with a simple twist: start at the end.

Our Process

Sometimes in order to get more quickly from point A to point B, you need to slow down, look up, and see what’s ahead of you. Where Uber originally asked you to enter coordinates for your pickup location and destination, we now ask you “Where to?“. Everything starts there and builds around that. Interface elements fly in from the next step and route-lines animate toward your destination.

ui overlay

Destination first

Selecting your ride, from UberX to SUV and everything in between, went through the most design cycles and iterations. Ongoing user research and iterative prototyping played a crucial role in our process. We interviewed people each day with prototypes we built in Framer and Swift. We iterated on these prototypes until we got to the right answer. We found that people didn’t care about how many products and features we could cram onto a single screen.

Set your destination

By knowing your destination, we can now give you opportunities to make better decisions with just the right amount of context. We display upfront fares for products so you can make a clearer and simpler choice on how to get where you’re going.

Choose your ride

The ride selection experience went through the most design cycles and iterations. List views, tabular representations, paginations…we tried it all to see what worked best. Ongoing user research, interviews and iterative prototyping using Framer and Swift played a crucial role in our process.

Enjoy the ride

Building an entirely new product and a design system at the same time was a challenge, especially at this scale. We developed standards across a number of elements, from foundational parts to common components.

helix player

Enjoy the ride

As we looked ahead at each step, we realized we were neglecting the longest part of the user experience—the trip itself. We thought about the music you might want to listen to en route, the menu at the restaurant you’re headed to, and how you could stay connected to the people you’re going to see. We built a platform for content that will put you and your journey at the center.

Uber enjoy UI

Design for scale

We developed standards across a number of elements from foundational parts to common components. From the start we wanted to be sure to create a platform that other people could use, build upon, and extend internally. It takes a village to build something, and not one populated solely by designers: engineers, product managers, operations, marketing, and many other talented members of the team were involved. Building an entirely new product and a design system at the same time was a challenge, especially at this scale.

  • Grid

  • Status Bars

  • Empty States

  • Spacing

  • Animations

  • Forms

  • Typography

  • Action Sheets

  • Headers

  • Colors

  • Alerts

  • Lists

  • Content

  • Avatars

  • Map Interfaces

  • Icons

  • Buttons

  • Loading Indicators

  • Illustrations

  • Cards

  • Selectors

  • Drop Shadows

  • Date & Time Pickers

  • Tabs


Find the perfect fit

We’re looking for talented creatives from all disciplines. Our team is focused on creating beautiful, functional designs that fit people’s lives. We’d love for you to join us.

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© 2018 Uber Technologies Inc.