Ubeeqo, a car-sharing journey

In 2016, mobility leader Europcar acquired Ubeeqo and Bluemove, two pioneering car-sharing startups on a mission to challenge urban car ownership.

I was brought in as Head of Design with a mission to lead the design department and define the brand and build the digital experience on the app from the ground up.

As Head of Design, I led a cross-functional teams to define UX/UI systems and brand identity, delivering cohesive, user-centered experiences across all touchpoints. My role was to build a world-class design practice while simultaneously driving product transformation.

The challenges

The key challenges were multifaceted and required strategic leadership:
Building & directing a team: Recruit, manage, and mentor a new design team capable of executing on a broad vision while meeting ambitious business objectives.
Strategic product roadmapping: Collaborate closely with tech leadership to create and align on a feasible product roadmap that balanced innovation with technical constraints.
Product unification & iteration: Merge two separate legacy applications into a single, cohesive product, and establish a process of continuous iteration to optimize the customer experience.
Global brand rebranding: Unify a fragmented brand identity and execute a phased, multi-country rebranding strategy without disrupting existing operations.
Cross-functional alignment: Ensure design consistency and strategic alignment across diverse international marketing teams, adapting to frequent organizational changes.
The approach

To tackle these challenges, I built a collaborative, and user-centered design practice integrated within the organization.
Structured agile collaboration: designers were embedded into cross-functional agile squads, working directly with Product Owners and developers to ensure design was a core part of the product development lifecycle.
Design team rituals & systems: We established regular design rituals, weekly syncs, and planning sessions, to ensure alignment, maintain consistency, and foster a shared vision.
Brand & marketing integration: I built a dedicated branding team that collaborated closely with international marketing teams to provide assets, ensure brand compliance, and support on coordinating the brand launch campaign.
Data-Informed & user-centric optimization: We fostered a close partnership with the Data and Operations teams. By combining quantitative data with user research, we prioritized product iterations that directly addressed user pain points and operational needs.
Executive alignment: I maintained continuous communication with stakeholders and department leaders through regular reviews, ensuring design initiatives were aligned with overarching business goals.

Merge two separate legacy applications into a single, cohesive product, and establish a process of continuous iteration to optimize the customer experience.

Product unification & iteration

Recruit, manage, and mentor a new design team capable of executing on a broad vision while meeting ambitious business objectives.

Building & directing a team

We fostered a close partnership with the Data and Operations teams. By combining quantitative data with user research, we prioritized product iterations that directly addressed user pain points and operational needs.

Data-Informed & user-centric optimization:

Providing Ops teams and agents with an internal tool to streamline fleet management and bookings.

The rebranding strategy unified a previously fragmented identity and rolled out through a phased, multi-country strategy without disrupting operations. It covered all assets, including photography, animation, social media, campaigns, and clear differentiation between B2B and B2C audiences.