How Uber Eats Scaled Its UX to 30+ Regions: Lessons for Founders

When Uber Eats decided to level up its marketing website, the goal wasn’t just to create a sleek design. It was about building something scalable, something that could serve merchants across 30+ regions and languages, and help the platform stand out in the fiercely competitive world of delivery services.

As someone deeply involved in this project, I want to walk you through the process and, more importantly, share some lessons that founders can take away when scaling their own businesses.

The Challenge: Speaking to a Global Audience

Delivery services have exploded over the last few years. The demand for doorstep delivery is no longer just about food; it’s about everything from flowers to groceries. For Uber Eats, this presented an opportunity—but also a challenge. How do you create a platform that speaks to merchants in São Paulo, Seoul, and Sydney all at once?The answer wasn’t just translation. It was about creating a marketing site that felt relevant, helpful, and trustworthy—no matter where you were in the world.

How we made it happen

The Uber Eats project wasn’t about designing one website, it was about creating a framework that could grow and adapt globally. Here’s how we tackled it.

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1. Building a Foundation with the Samba Design System‍

At the core of this project was the Samba Design System, Uber’s toolkit for consistency and scalability. It allowed us to develop modular "content blocks", essentially building blocks for web pages that could snap into place. Using Figma’s Auto Layout, we made these blocks responsive, ensuring they looked great on desktop, tablet, or mobile. For example:

1. Headlines, body text, and CTAs were kept consistent for a clean, professional look.

2. Developers could quickly assemble new landing pages without reinventing the wheel.

This approach saved time and ensured every page, regardless of the region, adhered to Uber’s brand standards. For startups, investing in a design system early on can set you up for fast, efficient growth.


2. Localization: Beyond Translation‍

Here’s where a lot of companies fall short—thinking that localization means slapping a language toggle on a page. But true localization goes deeper.

For Uber Eats, every region had its own nuances. We adapted

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1. Imagery: What resonates in Europe might not click in Asia. We used visuals that felt authentic to each audience.

2.Color schemes: These weren’t just aesthetic decisions—they were cultural ones.

3. Messaging: Copy wasn’t just translated, it was rewritten to match the tone and context of the region.

If you’re a founder looking to expand globally, remember: small cultural shifts in your design and messaging can make a huge difference in how your brand is received.




3. Simplifying Navigation for Complex Needs‍

Think about it: a website with 30+ regional variations has a ton of information to manage. If navigation isn’t intuitive, users will bounce—and fast.
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We created a three-tiered menu system:
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1.  A Primary Menu for universal content..

2. A Secondary Menu tailored to specific merchant tools and resources.

3. A Tertiary Menu for region-specific details.

This structure made the site feel seamless, whether you were exploring it from a smartphone in Berlin or a desktop in Bangkok.

The Results: Measurable Growth

Let’s talk numbers, because at the end of the day, that’s what matters.‍

120% Increase in Merchant Signups Globally - The clearer messaging and tools made it easier for merchants to see the value of joining Uber Eats.

3x Faster Page Deployment - The Samba Design System allowed us to spin up new pages at record speed.
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Reduction in Churn- Merchants stuck around longer because the platform felt easier to navigate and more relevant to their needs.

What Founders Can Learn From This

Whether you’re building a SaaS platform, an e-commerce site, or a community-based app, here are three takeaways you can apply:
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1.Invest in Scalability‍

A solid design system saves you time, money, and headaches down the road. Startups often think they’re too small for one—but it’s never too early to start building reusable components.


2. Localization Matters‍

Understand the cultural and behavioral nuances of your audience. A little extra effort here goes a long way in building trust and engagement.
For Uber Eats, every region had its own nuances. We adapted


3. Keep Navigation Simple‍

Your website should guide users, not overwhelm them. Prioritize clarity over cleverness.

Working on the Uber Eats project taught me that great UX isn’t just about making things look good—it’s about creating systems that can grow with your business. It’s about understanding your audience on a deeper level and building solutions that resonate with them, wherever they are.

If you’re a founder looking to scale your business and you’re not sure where to start, let’s chat. Whether it’s building a design system, optimizing your site for global audiences, or streamlining your navigation, there’s always a way to elevate your UX—and your brand.

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