How Uber is designing an app that works in more than 400 cities

Uber may have been the target of considerable (and deserved) flack for its new logo in February, but the rideshare company has bigger design challenges on its mind than simply rebranding.

Uber wants to make transportation "as reliable as running water," Ethan Eismann, Uber's director of product design, said at the Semi Permanent design event in Sydney Thursday. To do that, they're going to need an app that works in more than 400 cities and counting.

Eismann spoke with Mashable Australia after the event to discuss how the platform is approaching this considerable design task, when everything from traffic conditions to mobile coverage to local customs are enormously different in each city. Read more...