UBER
WELCOME FLOW
The first ride starts long before the wheels hit the road.
For Uber’s global CRM team, I was tasked with crafting the Uber Welcome Flow: a first-touch email journey designed to welcome new users to the app, introduce everything Uber offers, and move them toward their first ride.
This was a project that required sharp, strategic writing; balancing brand tone, product education, and conversion goals—all in the span of a few emails. I wrote every word of this flow, shaping a voice that felt warm, clear, and confidence-building, exactly what a first-time rider needs.
The Welcome Flow needed to do four key things
1️⃣ Make users feel welcome → build trust & ease
2️⃣ Introduce everything Uber offers → rides + app features + experience
3️⃣ Drive first-ride conversion → clear, actionable CTAs
4️⃣ Set a consistent, scalable voice for this high-volume flow
I wrote the flow to flex across these moments, giving new riders a clear path from download → understanding → action — while shaping a tone that was warm, helpful, and on-brand.
This flow gave first-time riders a sense of ease and control as they explored the app, so it was imperative that the voice felt approachable, clear, and trustworthy. This was not just marketing copy, it was brand experience writing at a critical first touchpoint.