Easy Taxi was one of our clients in the agency. They were an app that could connect you with any taxi from the city in seconds, growing as a competitor of apps like Uber. As part of their creative team, we came up with this idea that could boost recognition from their app and change the negative image taxi drivers have in Bogota.
Users need emergency assistance quickly because, in a traffic-dense city, ambulances take too long to arrive.
Art Direction, UX designer, UX research
To begin, we wanted to understand how this solution could impact users. We collected data and studies that showed that:
After creating a survey of 543 people we got the following results:
10 drivers were interviewed, which helped us gather the following insights:
Of 50 taxi drivers that volunteered for this program, 90% wanted to add more emergency skills to help out.
The launch of the app caused other drivers to join as well, making them feel important to the city they drive in each day. Around 300 drivers assisted after 3 lessons.
Different stakeholders wanted to be in the project; this complicated the release and proposal of the idea, so there were a lot of discussions back and forth.
When we released the update on the app and desktop, we had to go back and redesign the drivers' experience since the user could be driving a customer and getting a help notification.
Creative agencies aren't trusted for UX development; it was a way for me to dive into the entire process to present a viable product that the UX department would love.
The app should send a message or notification to them on the day of the delivery.
As an art director, I had to team up with other stakeholders from the company that manages the UI; everything we proposed had to go through their approval.
This also made me realize how complex UX can be. We redisgned the size of the buttos for the drivers so they could click on them easier while they work.