Uber’s Mai Le on Designing Personalization for Global Scale

Uber's Platform Engineering Director shares her top design principles for localized customer experiences at global scale, powered by Twilio APIs.

Learn More

Uber’s Mai Le on Designing Personalization for Global Scale

Twilo held the first Digital Executive Forum at SIGNAL San Francisco in 2017. More than 50 digital innovators and technologists gathered to discuss the future of communications and personalization in a rapidly changing digital environment. In this video, Uber's Director of Platform Engineering Mai Le shares how the global transportation provider is building customized digital customer experiences.

Uber has expanded beyond ridesharing to UberEATS, providing online meal ordering and delivery, UberRUSH, an on-demand delivery network, Uber Freight for shipping and trucking, as well as new expansions in air transport and more. They’re operating in 73 countries, 450 cities, with more than 12,000 employees. The business is growing rapidly and to maintain this growth on a global scale, the company depends on technology that can scale as fast they do.

To support their rapid growth, Uber relies on APIs to support multiple channels of communication with their customers and partners, including SMS, email, voice, in-app messaging, and push notifications. To learn more about how Uber is creating personalized digital experiences, watch the video.

Short on time? Here are Mai’s top design principles for personalized experiences at a global scale.

Key Takeaways:

  • Create an experience that is the same everywhere in the world, but personalize it for each culture. Customers expect design and style to fit their culture. Uber customizes their experience for every region; this includes meeting local laws and regulations.
  • Make the customer experience easy. Communicate with customers in the way they expect to communicate. Get feedback from your users, measure your results, and consistently refine and improve.
  • Navigation and design has to be easy for both customers and agents. Use templates for a consistent experience.
  • Automate as much as possible—including dashboards, agent solutions, and customer communications. Use efficient routing to keep your flow fast and the customer experience easy.
  • Use machine learning and natural language processing to provide intelligent recommendations and automated communications. Constantly analyze, learn, and improve your communications.
  • Understand more about your customers than just their customer experience—understand where they live and as much as you can about their lifestyle so you can personalize your offering.