Uber retail moments

Retail Moments are time-sensitive marketing opportunities that align with key holidays, events, and cultural seasons to drive growth by connecting consumer demand across Uber’s Delivery and Mobility platforms.

Partnering with cross-functional teams and agencies, I led the art and creative direction for 52 global events and large-scale campaigns, including the NFL, World Cup, and March Madness. The visual assets were created for both product and marketing teams, helping maintain a consistent experience across channels.

During the Mother's Day Global event, the project successfully generated $123M in gross revenue, driving an 8% increase in first-time user retention compared to previous periods.

Final deliverables included badges, illustrations, and motion design across splash screens and home feeds.

Illustrations

To enable visual consistency at scale, I created a modular illustration guideline and toolkit featuring a fixed 30-degree isometric angle and locked lighting in Figma. This unified library allows assets to be easily reused and combined, establishing a  flexible and efficient design system.

Motion

To elevate the user experience for our large-scale campaigns, I introduced intentional, subtle motion design aimed at guiding the user's eye. By animating only the main focal point and restraining secondary movement, I ensured the visuals remained engaging without causing visual clutter.

Scalability

I created a cohesive visual system for all retail moments, designing scalable assets that range from small badge to spot illustrations and motion. These assets extend across the splash screen, homepage, and landing pages. This visual continuity ensures a seamless in-app user experience, while also translating to external marketing materials.

Business impact

For our most recent global campaign, the World Cup, the new Homefeed experience directly drove core business metrics:  successfully lifting US Reserve Trips by +0.69%, Delivery engagement by +0.38%, and Uber One Starts by +0.59%.