Introducing an emotional
note to an uber tech brand
Post pandemic, Uber’s focus shifted to increasing the number of drivers on the road. I led content strategy and wrote copy for the site relaunches, producing templates with distinct approaches for testing.
“I’m SHOCKED you convinced legal and stakeholders to try this copy. Thank you. This is exactly more of what we need. ”
Seeing promising early results on the site, we pivoted the driver app to incorporate a more emotional angle.
Photography was updated to feature drivers’ faces in addition to UI, and copy played into the benefits of flexibility rather just than pay.
