Case Study: Uber – Animated Social Campaign & Tutorial Videos for Host Application

 

Role: Lead Designer

Project Type: Animated social content, Product tutorials

Client: Uber

Overview

During the pandemic, Uber developed the Host Application—a tool designed to help employees reserve spaces, plan their return to the office safely, and navigate new hybrid workplace protocols. To support adoption and awareness, I created a series of animated social posts and step-by-step tutorial videos that clearly explained how the application worked and why employees should use it.

These animations became key internal communication assets, helping Uber onboard teams efficiently during a time when clarity, safety, and engagement were essential.

Project Goals

• Drive awareness and adoption of the new Host Application.
• Explain new workplace procedures in a visually clear, approachable way.
• Use animation to simplify complex information and keep viewer attention.
• Maintain alignment with Uber’s global brand and motion guidelines.
• Produce assets that could be shared across internal channels (Workplace, email, microsites).

 

Approach

1. Understanding the Product & Key Messaging

I partnered with the internal communications team and product managers to understand:

  • How the Host App functioned

  • What behaviors Uber needed employees to adopt

  • Pain points employees might face returning to the office

  • Core information that needed to be communicated visually

From this, I developed a storyboard strategy focusing on clarity, simplicity, and reassurance.

2. Motion Concept & Visual Direction

Following Uber’s design system, I built a motion style that was:

  • Clean and minimal

  • Friendly yet professional

  • Fast-paced but easy to follow

  • Consistent with Uber’s recognizable brand language

Elements included:

  • Uber’s iconography and color palette

  • Smooth transitions and micro-interactions

  • Device mockups to show the application in context

  • Clear instructional steps (1-2-3 format)

3. Animated Social Posts

I produced a series of short animated videos (5–15 seconds) for internal social channels.
These animations highlighted:

  • The value of the Host Application

  • How to reserve a workspace

  • Safety protocols

  • “Back to the office” reminders

Each video was built to be loopable, captivating, and instantly understandable.

Deliverables included:

  • MP4 + GIF versions

  • Story-sized animations

  • Square-format versions for cross-platform use

4. Tutorial Videos (“How To Use Host App”)

To support deeper product adoption, I created step-by-step animated tutorials that walked users through:

  • How to download and sign in

  • How to reserve a desk or meeting room

  • How to check office capacity

  • How to update schedules and check-ins

These longer-format videos combined:

  • Screen recordings

  • Custom animated callouts

  • Highlighted UI interactions

  • Friendly instructional voiceovers or captions

The result was a clean, instructional experience perfect for internal training and onboarding.

5. Collaboration & Iteration

I worked closely with:

  • Internal communications

  • Product design

  • HR and Workplace Experience teams

to ensure that all animations were accurate, compliant, and aligned with changing pandemic protocols.

 

Impact

Clear, Effective Communication During a Critical Time

The animations helped Uber employees quickly understand new workplace processes at a time when clarity was essential.

Increased Host App Adoption

The animated posts boosted visibility and awareness, leading to more engagement with the app.

Reduced Support Load

Tutorials decreased the number of “how do I…?” questions to Workplace Experience teams by providing employees with accessible, easy-to-follow guides.

Consistent Brand Experience

The animations upheld Uber’s premium brand and motion system while delivering practical, high-utility messages.

 

My Contributions

  1. Led the animation and motion design for the campaign

  2. Created storyboards, scripts, and visual sequences

  3. Produced animated social posts and multi-step tutorials

  4. Ensured full compliance with Uber brand and motion guidelines

  5. Delivered files ready for internal distribution across channels

  6. Partnered with multiple teams for accuracy and evolving pandemic policies

 

Tools Used

After Effects
Illustrator
Photoshop
Premiere Pro
Uber Brand & Motion Design System