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June 22, 2017
Design Didn’t Make Uber Good, But It Made Uber Great
I’ll never forget my first Uber. As cheesy as that sounds, I’m sure the feeling is shared by many of us of a certain age. Finding myself stuck on the sleepy streets of San Francisco’s Nob Hill after midnight, not a cab in sight, I hit a button on my phone, a car drove up a few minutes later, and I realized city life as I knew it would never be the same.

This is the power of design. Uber hid the complicated logistics of connecting cars on the move with customers who might appear anywhere on the map with the simplest of apps. I saw my car. And my car saw me. The mind-numbing calculations behind the scenes were invisible. It all felt, to borrow a word that’s been horribly over-used in the smartphone age, like magic.


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This article was published on Fast Company. A link to the original piece appears after the post. www.fastcompany.com
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