This is the guiding principle of Uber.


We think of our design skills in five dimensions.

Our designers are psychologists; we develop deep empathy for our users, and try to see the world through their eyes.

We are ethnographers, researching cultures across the world.

We are scientists, working with data sets to derive insights that help inform our user experience.

We are entrepreneurs, utilizing our understanding of people and markets to set strategy.

And we are craftspeople, guided by aesthetics to build beautiful and usable experiences