CASE STUDY
Uber Drive
Uber Eats’ app icon and overall color was originally black, which limited visibility and brand distinctiveness within the crowded food delivery category. The brand needed a differentiator to improve recognition and click-through.
Approach:
- Ran competitor icon benchmarking and color psychology analysis.
- Identified green as the optimal color to signal freshness, food, and accessibility.
- Executed A/B testing across multiple regions to validate impact.
“Did I mention you are awesome? YOU ARE AWESOME and a ROCKSTAR! When I first started at Uber, I was amazed by the amount of work you had done within such a short amount of time. It’s amazing to work with professionals like you who speak the same ASO language and I love all of our brainstorming and discussion sessions where we just sat down and fought fires to solve problems.“
Tina Chang, Senior App Store Optimization Manager
Uber
“Did I mention you are awesome? YOU ARE AWESOME and a ROCKSTAR! When I first started at Uber, I was amazed by the amount of work you had done within such a short amount of time. It’s amazing to work with professionals like you who speak the same ASO language and I love all of our brainstorming and discussion sessions where we just sat down and fought fires to solve problems.“
Tina Chang, Senior App Store Optimization Manager
Uber
Results:
- The switch from black to green iconography significantly improved recognition and CR.
- A/B testing revealed a huge performance uplift across installs and CR.
- Uber Eats adopted green as the brand-defining color globally, a shift we directly influenced.