UberLEND
Branding and visual design.
Role
UI designer
Deliverables
Mobile app and marketing site
Background
UberLEND was an exploratory project designed by DESIGNATION following a structure set up by a team of UX designers. UberLEND offers users an easy and simple way to find cars that are close by, available when they need them, and at a price they can afford. The projected encompassed developing the brand, app interface, and responsive marketing website. My team comprised of a creative director, designer in residence, and three other junior designers.
The challenge
Create a design for UberLEND that is both adventurous and trustworthy in order to appeal to a wide range of users with different needs.
Research
My team and I examined the visual elements of popular car sharing apps to see what they were doing well and identify areas that we could improve upon. Ultimately, we wanted to know how to differentiate UberLEND in a rapidly saturating field. Among all the competitors we saw a spectrum on which all the app fell. On one side, there were apps that felt more business focused and were business-to-customer. On the other side, there were apps that felt more focused on pleasure and were peer-to-peer. Based on the user interviews my team decided that UberLEND should land in the middle between business and pleasure. UberLEND needed to feel exciting and dependable. Another factor to consider while developing UberLEND was the current Uber brand. Uber recently underwent a rebrand to represent “technology moving the physical world”. The bit (technology) and the atom (humanity) existing in harmony.
The design process
I began the design process with trying to understand why someone would borrow a car instead of using resources currently out there to travel or run errands. I came to the conclusion that their main motivation was freedom. reading through the interviews, it was clear that users wanted to be in the driver’s seat because it gave them control of when and how they could achieve their goals.
Inspiration
Logo design
Style direction
I created this style direction based on the design principles and personas. I also wanted to balance business with pleasure by pairing two bright, bold colors with two tones of gray. I also paired Uber’s current font, Clan Pro with a more decorative font, Raleway.
Wireframes
The original wireframes had a search screen as the landing page that required you to specify a location and timeframe for your trip. However, a major issue with this screen was that it wasn’t obvious whether you were supposed to enter your current location or your final destination. Once you clicked search, you were taken to a list of cars generated by the specifications you entered along with a filter to narrow your search results. This page also contained a map view option that was also in the tab bar. I thought that because affordability was a major concern for users, including the option to select your price range should be displayed in that initial search of available cars. To make the process of finding the perfect car more efficient and eliminate the redundancy of viewing the map, I combined the search and map screens with the most important features of the filter.
Mock ups
After you’ve selected a car, there was the issue of booking the car, which proved to be confusing for users. I built in a progress bar to clarify each step in the process. The progress bar combined the reservation, confirmation of details, and payment into one sequence.
Responsive marketing website
Takeaway
There were still areas of UberLEND that could have benefited from more testing and iteration. I liked to have built out the the current trip flow. The direct communication between lender and renter is one of UberLEND’s most important features because it makes the renting process more friendly and personal.

This project taught me about the power of guiding a user through visual hierarchy, layout, and language. For the search flow and the checkout flow I chose to use bright colors for the call to action in contrast with minimalist design. The result was that it decreased the chance of error and helps the user focus on the immediate task. I learned how important it is to make mistakes and letting those mistakes make me a better designer. See how I made more mistakes in the next case study.