Designing a personal taxi service app for busy professionals
Onward utilises driverless cars to offer a 24/7 personal taxi service, delivering a reliable, efficient and readily available solution for busy professionals in the city.
Client
Onward
Industry
Public Transport
Service
UX/UI Design & Branding
Team
1 Researcher & 1 Designer
Timeline
6 weeks
Goals
Appeal to a young target market of busy professionals.
Convey a fast and reliable service.
Make it clear this is a driverless car service with no human interaction.
Make booking a quick and effective service.
Challenges
Ensure user journeys are easy and quick.
Include exclusive features or a memorable UX to help Onward compete in the market.
Ensure users understand which car to enter.
Outcomes
Before the user confirms the booking, the price is revealed, which is automatically charged to their card once they have confirmed; saving the user the time of inputting their payment details. The whole user journey, from opening the app to confirming the booking, takes less than a minute, depending if the user has saved their locations to their account. Users can add and remove locations in account settings.
Once the user has confirmed their booking, the homepage reveals the location of the car, estimated arrival time and the personalised features.
Competitive Analysis
User Personas
Key Features
View previous journeys
The user can view their previous journey’s, which makes booking quicker if they are repeating a past journey; or their past locations will appear in the location drop down menus when booking.
Safety
For safety, we added the car confirmation feature, which includes the model and reg plate of the car, so the user knows exactly which car to get into.
Comfort
For comfort, we added personalised features; the user can adjust the inside temperature of the car, open and close the windows and play their own music through the car’s speakers all from the app.
