YoTaxi of San Francisco was facing challenges with their user experience. I
supported them by redesigning their app using the Design Thinking methodology. We conducted user research and
a foundational usability study, defined key goals, collaborated with stakeholders to ideate solutions, and
prototyped a new design in Figma that better meets user needs.
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.
