After Uber disrupted ride hailing, the ITAXI Workers Association acted quickly to innovate and protect their market share. The ITAXI app is an on-demand taxi booking app that allows people to avail comfortable rides within few simple clicks.

CLIENT
Amymacedo.com

Type of work
App Development, UX UI

01analysis

After Uber disrupted ride hailing, the ITAXI Workers Association acted quickly to innovate and protect their market share. The ITAXI app is an on-demand taxi booking app that allows people to avail comfortable rides within few simple clicks. The main aim of ITAXI is to introduce intercity ride concept where people can travel into different province while enjoying the best transportation in cost-effective amount.

02Wireframe

03Branding

Logo Artwork

Early discussions with the iTAXI team helped to get a sense of what would be their brading preferences. We worked with the product owners to craft a vision, exploring the key journeys and overall structure. Quick-fire sketching allowed for rapid exploration of different routes in order to establish a clear direction.

primary color
R 243 G 19 B 72
secondary Color
R 230 G 255 B 237
secondary Color
R 0 G 0 B 0
secondary Color
R 58 G 58 B 58

04Color palette

The designers at AppStudio made their choice of a color palette with a white background with green accents, that worked well for creating deep contrast with white active icons.

05Typography

06App Design

We iteratively increased the fidelity of the sketches, also giving consideration to Android/iPhone variations. Creating Invision prototypes allowed us to demo the experience and bring it to life, while two focus groups and accompanying interviews allowed us to test and validate assumptions to create this beautiful user interface.