Designing for Business Impact: A Transformation Journey at Uber

In this talk, Joann Wu, VP Global Head of Product Design, will share insights from her transformative journey at Uber, where design plays a critical role in driving business impact. She will discuss how her team shifted from a siloed design function to one deeply integrated with business goals, emphasizing the importance of aligning design with strategy to create user-centered products that drive business results. This session will dive into the three levels of transformation—designing for business, elevating product quality, and fostering a customer-centric culture.
Key learnings:

• Empowering the design function to truly understand designing for business
• Shifting the company’s focus from metrics to a more user experience-focused approach
• Real-world applications of a customer-obsessed culture at Uber