UX design in intercultural context — Uber’s struggle in China as a case

In August 2016, Uber China was merged with Didi Chuxing, the ride-sharing behemoth that now dominates China’s market, ending its 30-month battle in Mainland China.

The merger came as a surprise to many. By June 2016, Uber, with its aggressive capital venturing and innovative marketing, had set up operations in over 60 Chinese cities and was on its way to conquer 100 by the end of that year. In less than two months, the company’s operation came to a full halt.