As a response to the global COVID-19 pandemic, Uber designed a new trip experience with PPE supplies for drivers, Mask Detection selfie technology, one touch safety feedback and more. This new Door-to-Door Safety Standard launched in their 70+ rideshare countries.
In order to drive awareness of this new safety experience, increase sentiment, brand favorability and top of funnel consideration, I led the development of a flexible, scalable creative framework, with campaign assets that could be easily localized and adjusted, market by market. The ‘mason tile’ design:
- mirrors how users consume the internet now – in bite-size content across social platforms
- tested strongest in comprehension & engagement
- allows for efficiency, with easy content swaps