Shipped November 2016
As part of the rider app redesign, I owned global signup and login.
Prior to the redesign, we knew that our existing funnels were cluttered with information and struggling to meet the needs of new markets as we expanded globally.
I proposed that we create a modular platform that would enable customizable funnels by market. This would entail breaking down our existing steps into simple, bite-sized screens that could be easily re-arranged, would decrease the cognitive load on users, and would enable easier experimentation.
After testing an early Framer prototype in India and China, we were confident in the direction and decided to move forward.
We went on to create a comprehensive onboarding platform that featured visually consistent layouts, buttery animations, and would intelligently route riders to signup or login based on their phone number.
There’s been a sustained double-digit increase in funnel conversion since the new experience launched. It was a great success.
Multiple teams at Uber have used the platform to create localized onboarding experiences, systems for fighting fraud, and new payment experiences.
Sketch, Framer, After Effects