CASE STUDY
Uber
Uber wanted to improve its conversion rates (CR) across the App Store and Google Play. Despite strong brand recognition, performance across all markets but giving priority to high revenue impact markets due to visuals that were not optimized for user psychology and market preferences nor for the app stores demanding real estate prioritization and CR platform specific behaviour.
Approach:
- Conducted full visual analysis across iOS and Android on all available markets.
- Studied user behavior patterns, competitor visuals, and cultural differences and A/B tested different hypotheses for screenshots including: design copy and social proof.
- Iterated on screenshot designs, layouts, and messaging with A/B testing.
“Thank you SO much for all of your hard work over the past 8/9 months. I knew how much I’d learn from you and how your expertise was going to be exactly what we needed. And it was! From being just you and I working on all of this, to now a fully-staffed team, you’ve helped us build the ASO foundations for all of Uber’s apps. You’ve helped set us up in a great place. Thank you again. And I mean when I say it; I genuinely hope we get to work together again one day.“
Rachael Minster, Head of Grow Marketing
Uber
“Thank you SO much for all of your hard work over the past 8/9 months. I knew how much I’d learn from you and how your expertise was going to be exactly what we needed. And it was! From being just you and I working on all of this, to now a fully-staffed team, you’ve helped us build the ASO foundations for all of Uber’s apps. You’ve helped set us up in a great place. Thank you again. And I mean when I say it; I genuinely hope we get to work together again one day.“
Rachael Minster, Head of Grow Marketing
Uber
Results:
- CR increased by +50% in Japan and the US among other regions.
- Visual changes created better resonance with users, driving both installs and brand affinity.
- Delivered a framework Uber could replicate globally for continued testing.
