Identifying Scope

How should we approach the task?

Uber CRM module cover

Levels of Intervention

Implementation of a new color palette was relatively high-intervention when it came to designing for a self-serve system. Identifying this led to the project’s roadmap for execution.

Color user flow across CRM touchpoints
Project roadmap for CRM color rollout

The Brand Refresh: Color

Out with the old, in with the new.

Uber CRM and email palette overview

Diverging Channels

The new palette accounted for Uber’s new business model that shifted from a taxi service to a transportation ecosystem. With new lines of businesses, applications of the palette had to be differentiated in order to fulfill multiple use cases and contexts. We specifically focused on Uber Eats (delivery) and Uber Rides (mobility).

Old Palette

Screens from the prior CRM color system.

New Palette

Updated swatches aligned with the 2022 brand refresh.

The Email System

Modules, and more modules.

A modular framework

Uber’s email system uses a series of modules that can be pieced together like legos in a self-service CMS, similar to web building products such as Squarespace.

Application of Color

Applying the palette to the framework.

Email modules showing applied color framework

Accessibility

Before diving into the actual application of the palette, I conducted an analysis of all colors and created a sub-palette that was AAA compliant for emails. I collaborated with product and brand to find overlap between their ecosystems and ensure that the new selections would be consistent with Uber’s voice.

Mobility

Mobility utilizes a black background with white elements on top. Any form of color application is used within the headline of hero modules. By default, modules will have white elements against a black background.

Mobility email module color variance

Delivery

Delivery utilizes black elements on top of a color background. Compared to Mobility modules, all delivery modules (not just hero modules) have this same color treatment. A black background is not available as it is mobility-specific. By default, modules will have black elements against the Uber Green background.

Delivery email module color variance

Systemizing the Process

This color logic was then applied to all existing modules through a top-bottom process. I worked with the dev team to implement everything into the CMS system; an in-depth guideline of how to properly build out these new emails was also created as an internal webpage.