Redesign the mobile experience of Ads for families at global scale

Problem Statement Description

Product context: Uber is a mobility and delivery platform; its products include rides, Uber Eats, grocery and retail delivery, freight, driver and courier tools, and marketplace pricing.

Uber is exploring how its mobile Ads experience should work for families across a global mobility, delivery, and logistics marketplace. Families may use Uber in different contexts: commuting with children, airport trips, grocery and meal delivery, errands, caregiver coordination, teen or elder transportation, and travel in unfamiliar cities. Ads in this environment must be useful, relevant, and commercially valuable without undermining trust, safety, reliability, or the core trip and delivery experience.

Redesign the mobile experience of Uber Ads for family-oriented users at global scale. Focus on the end-to-end user workflow: when a family member opens the app, searches or books a ride or delivery, coordinates with others, tracks an order or trip, and completes the experience. Consider how ads might appear, what jobs they should help families accomplish, and where advertising could create friction, distraction, privacy concerns, or safety risks.

This is a product design problem, not a monetization-only exercise. Your response should clarify the target family users, their needs across markets, the key pain points in today’s mobile journey, and the experience principles that should guide an ads redesign in a high-frequency, high-trust marketplace like Uber.

The experience should consider:

- Distinct family personas, such as parents, caregivers, teens, multi-generational households, and traveling families

- Mobile journey moments where ads may be helpful versus disruptive, including ride booking, delivery ordering, tracking, waiting, and post-trip flows

- Trust, safety, and privacy expectations when ads relate to children, household data, location, routines, or shared accounts

- Global differences in family structures, regulations, payment behavior, language, affordability, and transportation norms

- Marketplace implications for riders, eaters, drivers, couriers, merchants, and advertisers

- Relevance and personalization without making the experience feel invasive or exploitative

- Measurement of user value, advertiser value, and negative impact on conversion, retention, safety perception, or reliability

- Edge cases such as urgent trips, late-night rides, airport travel, accessibility needs, and low-connectivity environments

The goal is to define a thoughtful mobile ads experience for families that can scale across Uber’s global marketplace while preserving user trust and improving the usefulness of the app. Your design should make clear whose problem is being solved, what moments matter most, and how the experience balances family needs, advertiser outcomes, and Uber’s marketplace priorities.