Uber

If you start with where you want to be, you're already on your way.

Uber's original premise was simple, "push a button, get a ride." You didn't need to set your destination, you didn't need to select a product, you just hit a button, or two, and you were off. As we added more features and our products became more complex, we continued to strive to keep the original simplicity and speed of a single button. But we realized that speed was much more than minimizing taps and streamlining a flow. People were selecting the wrong product when they had to catch a movie on time. Opportunities to save time by crossing the street to get picked up were completely missed. So we decided to design the new Uber experience with a simple twist and started at the end.

Solid objects on a two-dimensional surface so as to give the right impression of their height, width, depth, and position in relation to each other when viewed from a particular point

When a rider wants more information, we give them a fresh perspective, a different view of the world.

We use depth to drive focus, we elevate objects so you have an understanding of how they’re built and where they belong.