Careem (Uber) · Super App · OpenAI · 2025
Integrated OpenAI to rebuild Careem's broken global search from the ground up, restoring customer trust, achieving 94% intent classification accuracy across 10+ markets and multiple languages, and driving a 67% improvement in search-to-action conversion.
The Approach
I led the most comprehensive search redesign in Careem's history, from cross-market research through OpenAI integration to a progressive trust model that visibly improved with use.
Cross-market search audit, Directed research with 200+ participants across UAE, Saudi Arabia, Jordan, and Pakistan, documenting every failure mode, frustration point, and workaround customers had developed.
OpenAI integration architecture, Worked with engineering leadership to evaluate, select, and design how OpenAI would interact with Careem's service catalogue, customer context, and transaction history.
Cognitive load reduction, Redesigned the results architecture to prioritise clarity: AI's best interpretation of intent first, confidence-ranked actions (not listings), and transparent fallback paths.
Progressive trust model, Designed a system where search accuracy visibly improved over time per customer. The AI learned from successful completions, with subtle UI signals communicating personalisation without being intrusive.
Multi-language intent classification, Ensured 94% accuracy across Arabic, English, Urdu, and Turkish, with cultural nuance handling for regional service expectations.
"AI in product design isn't a feature, it's infrastructure. Rebuilding search on intelligence didn't just fix a feature; it restored trust in the entire super app."
The Outcomes
The OpenAI-powered search restored customer trust in Careem's primary navigation tool and established a new AI platform capability that every vertical could leverage.
67% improvement in search-to-action conversion, customers found what they needed and acted on it.
54% reduction in time-to-transaction from search initiation across all verticals.
38% increase in repeat search usage, customers trusted search again.
29% increase in cross-service discovery, customers finding services they hadn't previously used.
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