Brand distinction is very important in the context of ride sharing as some drivers drive for multiple carriers, but what’s even more important is making sure that the sound experience is expressive and communicative to the end user.
Uber is seen as a premium, sleek brand so we wanted to reinforce this with our sound design. The tonal palette we shaped has a very clean, minimal feel that differentiates it from others in the competitive space. We also used some delay and flutter in design which reinforces the concept of motion and speed which is at the heart of the Uber drivers mission. After agreeing on the core communication points and brand aesthetic, we optimized and tested the tones in some of the loudest areas in San Francisco to ensure that they were clear and communicative to their customers.
“Image, sound, and vibration were paired with alerts so that no matter how the phone is used—on a phone mount in a car, attached to the handles of a bicycle, or in a courier’s pocket while walking to deliver a meal—on-trip alerts are always easily accessible and understood.”
- Evelyn Kim, Senior Design Manager