Go/Get

The proposal for structuring Uber's brand and product architecture emerged as a significant breakthrough during my tenure at Uber. Recognizing Uber's ownership of both forms of movement—going and getting, we identified the opportunity to create a super app to embody this brand promise.

Uber's super app Go/Get was conceived to realize its goal of establishing a global mobility platform. Its primary goal was to synthesize Uber's platform into a unified, user-centric experience seamlessly integrating transportation and delivery modalities. By consolidating these offerings under a singular interface, the app aims to streamline user experience, increase operational efficiency, and reinforce Uber's position as the mobility solution provider.

Product Strategy

The brand and product architecture sought to simplify Uber’s diverse set of services into two easy verticals—Go/Get:

Leadership asked, “what if the entire platform was available within one unified experience?” This led to the most exciting product innovation work I led while at Uber. Essentially the task was to create Uber’s super app, and ensure the following features:

  • Seamless Integration: Go/Get will harmonize Uber's ride-hailing and delivery services, enabling users to effortlessly access and switch between transportation and courier options within a single application.

  • Enhanced User Experience: The app will prioritize user convenience and accessibility through intuitive design and streamlined navigation, ensuring a smooth and efficient experience for both riders and recipients.

  • Global Mobility Platform: By leveraging Uber's extensive network and service offerings, Go/Get will cater to users' diverse mobility needs across various regions, establishing a truly comprehensive global mobility platform.

While I can’t share a full brief, I can share the following high-level prototype.