Ubeeqo Carsharing, designing the transformation of urban mobility.
Ubeeqo has been one of the fastest growing carsharing operators in Europe; operating in 10 major european cities and providing rental vehicles for both B2C and B2B clients.
At first, there were 2 independent mobility startups operating in different European cities (Bluemove in Spain, Ubeeqo in France, Germany, etc.) and they were both acquired by Europcar with the goal of merging them into one single carsharing operator: Ubeeqo.
My role
I first joined the marketing team where I collaborated creating the new brand, then joined the product design team and worked in the B2C app as a UX/UI designer.
New Branding
Brand director: Raul SuAldea
Head of design: Beatriz Alberti
My role: Trace and brand applications
Problem
Europcar acquired two different European mobility startups but they both operated separately, having different brands and platforms.
Need
The company needed to unify the brand under Ubeeqo and use a single platform. The new brand needed to connect with an international and diverse audience.
Solution
Our visual team in Barcelona created a unique brand that communicated the values of: mobility and diversity. Our goal was to create an atemporal and easily recognisable brand that worked globally and connected to a diverse audience.
The Trace
The trace, hand-drawn, represents the experience and singularity of each trip and Ubeeqo’s business model of closed trip.
It explains a unique movement, reflecting the driver’s itinerary.
The diversity of the traces represents the diversity of users and their experiences.
Each trace starts and ends on the same spot, supporting the business model where you take the vehicle and return it on the same parking.
Brand applications
Main European cities embraced the new brand successfully.
UX/UI designer for Ubeeqo
After working on the marketing team I joined the in-house product design team at Ubeeqo. I worked on the Bookings squad delivering UX/UI in an agile framework and developing a multi-platform Design System.
Challenges: Two businesses become one
Bluemove and Ubeeqo had two products. A whole in-house team was built around the objective of developing a single platform for both business to migrate to.
Ubeeqo app in 2016
Bluemove app in 2016
Collaboration strategies
Finding a way to bring two separate teams and cultures to collaborate and agree was fundamental for the success of the project. Google Venture’s Design Sprints proved the right choice to do so.
Design Sprints
Bringing in experts from different areas of both companies and make them collaborate on priorities and feature ideation; brought alignment, created momentum and set a solid foundation to solve any problem we faced.
Delivering product design in an Agile framework
Following an Agile development framework, allowed us to deliver tangible value and improvements through each product iteration.
When I joined Ubeeqo we were 3 designers including myself so we build the team and design culture from scratch.
Growing to a team of 12 designers we helped instil a human-centered design ethos across the company.
Design consistency
Creating a consistent interface throughout an Android app, iOS app and Webapp, conditioned the way we had to approach the product design.
Collaborating with frontend designers we created our own design system. We learned design systems need to be treated as a project in itself, developing and iterating continuously to adapt to the needs.
