We create products to serve people, instead of targeting them with ads. Products that last over time. We looked at transportation systems that exist to serve people, Hotels and Experiences. How design enabled people to move from point A to point B. People from all origins. People who speak different languages. Even when distracted, we all find our way home. Even without being taught, it’s a self explanatory way of helping everyone find their way home. When you get into a subway station you have never been before, in a country where you have never been to, you realize that good design is universally accessible to everyone, unobtrusive and makes our lives easier. Good design is a guiding principle of Hurb, where products are made for everyone. As long as it solves a real problem, it should be accessible. One way of looking at efficiency is to help one spend the least amount of time, effort, energy, resources, materials to get from point A to point B. As we know, the shortest distance between two points is a straight line. We applied this principle in our vision statement "Optimize Time Through Science". The true magic of optimize time is experienced when you see it happen. Consciously or not, the end user will correlate it with our brand and product. We are a passionate team of +900 people, best in class Software Engineerings, Machine Learning and Data enthusiasts and Problem Solvers. located in our HQs in Rio (Brazil), Porto and Montreal. We are make travel easier for everyone and soon optimize time through science.