Predictably Premium
Details
Uber • 2019 • Senior Art Director
Details
Uber • 2019 • Senior Art Director
XFN
Creative Team, Strategy, External Vendors
XFN
Creative Team, Strategy, External Vendors
Ownership
Art direction and concept, digital and OOH assets
Ownership
Art direction and concept, digital and OOH assets
Certain moments are too important to leave to chance. That’s why we’re introducing the all-new UberBlack, an experience that guarantees excellence with every minute and every mile.
Certain moments are too important to leave to chance. That’s why we’re introducing the all-new UberBlack, an experience that guarantees excellence with every minute and every mile.
Impact
66% event pickup increase
Impact
66% event pickup increase
Met goal of 18.9% increase in gross bookings
Met goal of 18.9% increase in gross bookings
Increase in driver earnings and satisfaction
Increase in driver earnings and satisfaction
Increase in total trips
Increase in total trips
Premium trips were ~50-70x more profitable than economy trips on average. Yet Premium represented <1% of rideshare trips and was down ~5% YoY. Uber's goal was growing our premium business and delivering the best luxury experience on the market.
Premium trips were ~50-70x more profitable than economy trips on average. Yet Premium represented <1% of rideshare trips and was down ~5% YoY. Uber's goal was growing our premium business and delivering the best luxury experience on the market.
My team and I designed a product re-launch campaign focused on awareness, consideration, and trips. Product improvements included:
My team and I designed a product re-launch campaign focused on awareness, consideration, and trips. Product improvements included:
• Professional drivers
• Premium vehicles
• Rider preferences
• Extended wait periods
• Professional drivers
• Premium vehicles
• Rider preferences
• Extended wait periods
Ali Fujii
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