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UBER
CONTEXT
In its early days, Uber felt like a luxury life hack — private drivers at your fingertips. But as the brand expanded to serve everyday riders, its original premium product lost focus. With the mass market secured, Uber set out to reclaim its place in the lucrative high-end car service category.
WORK
I led international qualitative research with both drivers and riders to uncover how people think about luxury and spending in different markets around the world. These insights shaped a new value proposition and innovation concepts that redefined Uber Black and positioned it as a true competitor in premium car service.
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