Case Study

Project Overview

The Problem

Many passengers in San Francisco found it difficult to access reliable, inclusive, and user-friendly taxi services. The existing app lacked clarity, accessibility, and modern functionality—leading to frustration and low user satisfaction.

The Goal

Design and develop an intuitive mobile application that simplifies the ride-hailing experience, improves accessibility for all users (including those with disabilities), and supports the local taxi community by making YoTaxi a competitive and easy-to-use alternative.

My Role

User Experience (UX) Designer and Developer.

Responsibilities

• Conduct user research
• Identify pain points
• Ideate solutions
• Create wireframes
• Conduct usability studies
• Develop prototypes

User Research

Summary

User research with over 50 participants revealed that riders wanted more control and personalization in their experience. Key requested features included: the ability to add a stop during a ride, set accessibility and payment preferences, choose music and conversation settings, message the driver, and receive real-time notifications about their ride status.

User Personas

Linda

"I just want to feel safe and know that my ride is reliable. I rely on these services to get around."

Goals

• Get to medical appointments and run errands efficiently.
• Ensure the ride is affordable and safe.

Frustrations

• Inconsistent driver professionalism.
• Difficulty navigating the app to book a ride.

Linda relies on YoTaxi for doctor visits and errands. She appreciates scheduling rides but struggles with the app’s interface and has missed rides due to booking errors. She values kind drivers and would feel safer with an emergency feature.

Information Architecture

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Paper Wireframe

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Low-fidelity Prototype

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High-Fidelity Prototype

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Sticker Sheet

I added a Sticker Sheet to make it easy to develop the app's unique components and styles.

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Accesibility

To prioritize accessibility, YoTaxi includes language toggle options to support users from different regions, as well as light and dark modes for visual comfort. The interface features prominent headers and alt text for images to ensure screen reader compatibility, enhancing usability for visually impaired users. These features make the app more inclusive and user-friendly for a broader audience.

Thank you very much!