Ubeeqo
Designing the transformation of mobility
Europcar Mobility Group, 2016-2019
Ubeeqo is one of the fastest growing car sharing operators in Europe. Operating in 10 major European cities, providing vehicles rental for both B2C and B2B clients.
I worked at Ubeeqo from fall 2016 to spring 2019, helping grow the design team from 3 to 12 designers.
I worked at Ubeeqo from fall 2016 to spring 2019, helping grow the design team from 3 to 12 designers.
Project Highlights
In-house product development team
Two independent companies become one
Driving decisions through Design Sprints
Role Highlights
UX/UI Design process in Agile framework
Developing a multi-platform Design System
Leading the Product Design Team
Project Context
Two business and two products become one
I joined the Ubeeqo team right after Europcar Mobility Group had acquired Bluemove, and merged it with Ubeeqo. Both leading companies in the Spanish and French carsharing market, respectively.
A whole in-house team was built around the objective of developing a single platform for both business to migrate to.
As part of this team I was responsible of the product design. First delivering UX and UI design assets; planning and executing User Research; and my last year building and leading the product design team.
A whole in-house team was built around the objective of developing a single platform for both business to migrate to.
As part of this team I was responsible of the product design. First delivering UX and UI design assets; planning and executing User Research; and my last year building and leading the product design team.
Ubeeqo's App in July 2016
Bluemove's App in July 2016
New product conceptualization
Collaboration Strategies
Consensus and collaboration with GV Google Design Sprints
Finding a way to bring two separate teams and cultures to collaborate and agree was fundamental for the success of the project. Google Venture’s Design Sprints proved the right choice to do so.
Bringing in experts from different areas of both companies and make them collaborate on priorities and feature ideation; brought alignment, created momentum and set a solid foundation to solve any problem we faced.
Bringing in experts from different areas of both companies and make them collaborate on priorities and feature ideation; brought alignment, created momentum and set a solid foundation to solve any problem we faced.
Design sprint structure
Some features worked on in design sprints
"Damage Reporting" prototype screens
UX & UI Design
Delivering product design in an Agile framework
Tasks where generally set following one of these two logics, via product objectives (Migration oriented) or via user research (Feature improvement oriented).
Our general process aimed to analyse the different steps and complexities of the service, while keeping a user centric mentality. Following an Agile development framework, allowed us to deliver tangible value and improvements through each product iteration.
Having our users experiences (B2C and B2B) experiences clearly mapped (User Journey Mapping), breaking them down into clear, concise and manageable objectives or user goals (User Stories), not only was a great way to deliver design deliverables but also helped the whole team, designers, developers and product owners; stay aligned and true to the purpose of what we were working on.
Our general process aimed to analyse the different steps and complexities of the service, while keeping a user centric mentality. Following an Agile development framework, allowed us to deliver tangible value and improvements through each product iteration.
Having our users experiences (B2C and B2B) experiences clearly mapped (User Journey Mapping), breaking them down into clear, concise and manageable objectives or user goals (User Stories), not only was a great way to deliver design deliverables but also helped the whole team, designers, developers and product owners; stay aligned and true to the purpose of what we were working on.
Maps of the overall B2C and B2B user journeys
Screen Flow of the "Find a vehicle" User Story
Final screens for the "Find a vehicle" user story
Validating design through qualitative research
Data collection was hard to implement at early stages of the product development, we had access to previous and on going data and quantitative surveys, but inclined to relay on qualitative research.
Whether through Design Sprints prototypes or planified production feature tests, User Interviews where our go to practice to validate the design and get user feedback.
Whether through Design Sprints prototypes or planified production feature tests, User Interviews where our go to practice to validate the design and get user feedback.
Design System
Design consistency across three different platforms
Creating a consistent interface throughout an Android app, iOS app and Webapp, conditioned the way we had to approach the product design. Collaborating with frontend designers we created our own design system.
We learned design systems need to be treated as a project in itself, developing and iterating continuously to adapt to the needs. Although often being seen as a tedious project, a design system proves useful right off the bat, no matter how small it might seem.
In spring 2019 Ubeeqo's design system had +75 components adapted to the three platforms, +200 components in total.
We learned design systems need to be treated as a project in itself, developing and iterating continuously to adapt to the needs. Although often being seen as a tedious project, a design system proves useful right off the bat, no matter how small it might seem.
In spring 2019 Ubeeqo's design system had +75 components adapted to the three platforms, +200 components in total.
Design System Primitives (Tokens)
Design System Components
Components adapted to three platforms
Overall Design Objective
Making Carsharing appealing and easy to use
Above all the main objective of the product design team was to make sure the service and product was intuitive and easy to use. Digitalisation of the car rental process was complex, surrounded by many habits built around traditional car rental, but society was keen to adapt, and Ubeeqo's user base keeps steadily growing, validating not only the business itself, but everyone's share in the project.
Change in urban mobility is inevitable, it was extremely rewarding doing my part on shaping, advocating and facilitating that change. I often recall how clear and motivating Ubeeqo's general motto is: "Disrupt private car ownership".
I sincerely hope it keeps thriving.
Change in urban mobility is inevitable, it was extremely rewarding doing my part on shaping, advocating and facilitating that change. I often recall how clear and motivating Ubeeqo's general motto is: "Disrupt private car ownership".
I sincerely hope it keeps thriving.
Design Team
Attracting, building and keeping design talent
During 2018 Ubeeqo’s team grew greatly and so it did the product design team, growing up to 7 product designers by the end of the year. I was appointed as the Product Design Lead and had the opportunity to develop my management skills.
While hiring, leading and supporting our team of product designers I was able to learn that beyond, assuring tasks delivery and design value, a design leader's role is to create an open minded, respectful and engaging environment for individuals to grow, feel valued, and part of the whole.
All the work shown above was possible thanks to the teamwork of the amazing group of people and the rest of the Ubeeqo team.
While hiring, leading and supporting our team of product designers I was able to learn that beyond, assuring tasks delivery and design value, a design leader's role is to create an open minded, respectful and engaging environment for individuals to grow, feel valued, and part of the whole.
All the work shown above was possible thanks to the teamwork of the amazing group of people and the rest of the Ubeeqo team.
Ubeeqo Design Team, Spring 2019
Design Lead: Beatriz Alberti
Product Design Lead: Myself
Product Designers: Laia Bardon, Iñaki Serna, Luís Brenes, Ivan Perinaj, Silvia Guinó, Julio Servan, Stavan Pandya, Eli González & Pablo Goris
Brand Designers: Raúl Sualdea, Raya Boteva, Carmen Rosario & Seb Howell
Product Design Lead: Myself
Product Designers: Laia Bardon, Iñaki Serna, Luís Brenes, Ivan Perinaj, Silvia Guinó, Julio Servan, Stavan Pandya, Eli González & Pablo Goris
Brand Designers: Raúl Sualdea, Raya Boteva, Carmen Rosario & Seb Howell
Europcar Mobility Group, 2016-2019