Brian Fall | Go Get product event

Developing an approach

Armed with an initial product release list and a theme of “better together” we started gathering campaign inspiration into concept mood boards. Looking for ideas on how we could creatively convey the idea of connection and coming together. Two strong concepts came out of this exercise. The idea of blending brand colors together really resonated with the team. I began exploring ways we could extend this approach to the digital surfaces.

Challenges

Tight Timeline

We faced an aggressive deadline, requiring all assets to be designed, built, and handed off to the localization team with enough lead time for global translations.

Technology Constraints

I had to master the internal web platform's limitations, ensuring that all creative assets were compatible and could be executed flawlessly within the system’s constraints.

Evolving Product UI

The project was complicated by last-minute changes and missing product screens, requiring adaptability and rapid iteration to ensure the final assets were accurate and up-to-date.

Initial UX

Developing content stacks, wireframes, and storyboards for each deliverable was essential in clearly conveying hierarchy, layout structure, and narrative flow. These tools not only facilitated stakeholder approvals but also provided the team with a visual framework to accurately scope and plan their efforts, ensuring alignment and efficiency throughout this fast-moving project.

Designed with global reach in mind

Simplified UI

I looked through hundreds of UI screens and narrowed in on a handful of selected views that communicated the new app features. I took specific sections and simplifying them down to key elements, which communicated the new product features and set myself up for successful language translations.

Localized assets

Initially, all the assets where created in English. As this was a global campaign, I was mindful of line lengths and character counts because they were being translated into seven additional key languages. Working closely with Uber’s translation team, I managed over 200 additional assets for the website plus translated assets for email and social media.

Getting the word out

Event emails

I created a series of emails for all phases of the campaign. Including event invites to journalists and tech influencers. For the general public, event teasers urged people to tune into the live stream. Afterwards, a post-show recap email of the products and features released pulled everything together.

Social posts

Utilizing the visual identity of trailing and blending colors, I created detailed storyboards for social media posts. Our animator brought these designs to life connecting them to the other assets in the campaign.

The outcome

2x the views

Over the 2023 event digital content.

5M impressions

An increase of 102% year over year.

200 journalists

Attended the live event in New York.

Uber Go Get product event

The US Surgeon General has warned that loneliness is the next major epidemic facing society. While many tech companies prioritize screen time and isolation, Uber is taking a different approach by creating products that foster real-life connections.

At Uber's Go-Get 2024 event, the company introduced six new products, features, and partnerships centered around the theme "Life is better together.”

Responsibilities

Client