Uber — Business Conduct Expedition — Alex Riback (Private)

Policy UX. Adaptive learning. Insights.

Business Conduct at Uber needed to anchor guiding behaviors toward doing the right thing according to Uber’s value landscape. I owned the flagship end to end: Code of Conduct as navigable UX, the award-winning Expedition 2024 adaptive course, AI-assisted cinematic production, and E&C Insights / proficiency reporting.

Employer
Uber
Role
Manager, Legal – Compliance
Category
Business Conduct · CoC UX · Expedition · Insights
Scope
CoC UX (intranet + uber.com) · Expedition 2024 + next-gen AI cinematics · Insights (product/UX)
Surfaces
Intranet + public Business Conduct (uber.com) · Legal–Compliance LMS · E&C Insights
Partners
Legal counsel · production vendors · LMS ops · data/eng · compliance leadership

← All cases

Mapping day-to-day issues to clear guidance

Enabling confident decision-making when the right thing to do isn’t clear — with chapter nav, motion, and acknowledgment built into the path.

I designed the Business Conduct guide to stand apart from a standard code dump: readable on desktop, with eye-catching on-brand visuals and five main behaviors that prompt action — so people do more than passively read. Policy comes to life on the intranet with elements that animate in as the learner scrolls, supported by custom JS, and localized across 18 languages.

Living UX motion — Business Conduct Guide chapters Take Care / Win Right Way / Be Trustworthy.

Living UX motion — BCG illustrations (data steward, relationships, social).

One Business Conduct story. Two surfaces.

The same Business Conduct story shipped on the intranet and on uber.com, on different rails: an internal intranet CMS plus the public Business Conduct web surface, with LMS for learning delivery. Motion and content adapted by audience without splitting the narrative.

Connecting learning to SEC compliance directly

Embedding Business Conduct acknowledgment in the course.

Acknowledgment was embedded in the experience and LMS path.

Business Conduct Expedition — knowledge-zone world map — Business Conduct Expedition world map — knowledge zones from the program showreel.

Expedition 2024 — adaptive by design

Award-winning adaptive design: skipping what they already know.

Policy UX alone doesn’t prove proficiency — Business Conduct needed an adaptive engine. Learners who already knew the material could skip ahead. Branching and light gamification kept paths counsel-shaped. Proficiency tracking fed Insights.

Illustrative Scenario 04 — Escalation UI (Uber Move), full scene — Scenario 04 — Escalation (illustrative · Uber Move).

AI-assisted cinematic production

Wrote, directed, and managed a team of three, shaping how modules felt and moved.

Cinematic / adaptive E&C learning still — illustrative — Expedition-style cinematic still — pattern language, not a cleared production frame.

E&C Insights / proficiency reporting

Define the signals. Own the surface with data/eng.

Built E&C Insights / proficiency reporting with data partners for counsel and compliance operators. CoC acknowledgment and Expedition proficiency fed the same loop.

What shipped

Learning-program metrics

~90,000 learners across Uber operating countries
Near-100% completion and acknowledgment rates
Efficiency gains from adaptive paths — figures available in conversation.

What this unlocked

Uber’s initial Ethisphere’s Verified Compliance Leader Certification.
Improved identification of at-risk employee segments and remediation programs.
A more policy-informed workforce with Uber’s landscape of legal guidance.