Through interviews, surveys and testing, I uncovered the following issues:

• A fragmented user experience across platforms
• Complex booking flows with unclear navigation
• Poor mobile usability (small CTAs, slow GPS loading)
• A lack of visual trust signals (no driver ID, fare uncertainty)
• An outdated and inconsistent brand appearance

I will address these challenges by:

• Designing a unified experience across web and mobile
• Simplifying booking flows with location shortcuts and one-tap rebooking
• Improving mobile usability with large CTAs and sticky bottom navigation
• Building trust through verified driver profiles, live tracking, and fare previews
• Refreshing the brand with a modern, consistent visual identity

• Build trust through design with verified driver details & live tracking
• Create a unified digital experience across platforms
• Make ride booking under 30 seconds
• Ensure mobile-first usability and responsive design
• Provide transparent pricing and quick payment options

Chloe, 29

Occupation: Marketing Executive
Location: Clapham, London
Behaviors: Books 3–5 rides/week, mostly from mobile

Pain Points:

• Long booking processes
• No fare clarity
• Doesn’t trust apps without verified info

Participants: 4 users (mix of frequent and occasional minicab users)
Method: 30-minute Zoom interviews (recorded and transcribed)
Goal: Understand user frustrations and expectations

• I conducted 4 user interviews (frequent and occasional minicab users) to identify core frustrations and needs.

• Analyzed App Store and Play Store reviews, which revealed common complaints about:

  • Poor GPS accuracy

  • Small, hard-to-tap buttons on mobile

  • Confusing and lengthy booking steps

• Insights from all sources pointed to a need for:

  • Faster, simplified booking flows

  • Clear fare estimates and driver information

  • Stronger safety and trust signals integrated into the UI

Goal: Detect key friction points and accessibility failures.
Tools used: Google Lighthouse.

Grouped themes from user interviews, surveys, and testing.

• Trust & Safety
• Flow Complexity
• Mobile UX
• Brand Identity

These insights shaped the design priorities, feature roadmap, and visual refresh.

I focused on:

• One-tap rebooking
• Auto-suggestions for frequent locations
• Fare preview with driver info
• Live ETA + driver identity
• Sticky CTAs and bottom nav for mobile

1. Onboarding – Phone + Apple/Google ID login
2. Home – Book now / Schedule ride with location shortcuts
3. Vehicle Selection – Price + ETA + Driver
4. Payment – Multiple methods + summary
5. Live Ride – Driver tracking + communication
6. End Ride – Feedback, tipping, rebooking

• Mid-Fidelity Wireframe
• High-Fidelity Wireframe

Interested in reading the whole report?
Click Here   (This is a work in progress)