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This case study highlights how I redesigned the Drife ride-hailing app, balancing innovation with practicality to enhance UX, ride discoverability, and dynamic pricing through a bidding system.
A ride hailing platform where the control is in rider and driver’s hands
The Challenge
Users faced challenges in searching for rides efficiently, applying relevant filters, and managing ride bookings. Additionally, static pricing limited flexibility for both users and drivers, leading to dissatisfaction.
Brand Guideline
Design System
App Redesign
Website Redesign
This is how the old app used to look
In a saturated ride-hailing market, survival is impossible with poor UX.
Research
We analyzed competitors like Rapido and Namma Yatri to refine our user experience, identify market gaps, and enhance our product to stay competitive.
Rapido
Namma Yatri
Competitor
Competitor
Market Leader
Uber
The Challenger
Drife
Branding & Visual Design
For DRIFE, I created a bold, futuristic brand identity reflecting innovation and decentralization. The logo symbolizes mobility and connectivity, while a deep blue palette with vibrant accents conveys trust and modernity. Sleek typography ensures a cutting-edge, minimalistic look.
Colors
Plus Jakarta Sans is a modern, geometric sans-serif font with a clean, friendly feel, ideal for UI and branding. Its rounded letterforms enhance readability, making it perfect for digital experiences.
Typography
Plus Jakarta Sans
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 !@#$%^&*()_+{}|:"<>?-=[];',./`~
Aa
Regular
Font Weight 400
Aa
Medium
Font Weight 500
Aa
Semi-Bold
Font Weight 600
Aa
Bold
Font Weight 700
#03AFF3
#081F4C
#121214
#0979CA
#573E66
#25B384
#FF9900
#F04447
#F6D155
PRIMARY colors
accent colors
Photography
DRIFE photography should feel authentic, with natural, candid shots capturing real interactions between riders and drivers in vibrant urban settings.
These Open Source Icons were used due to their extensive library, seamless integration with Figma, which helped streamline the development process.
Iconography
Open Source Icons
The colors within our primary palette, demonstrated here, should be used for the majority of brand-focused communications.
Always use high contrast text color combinations to ensure sufficient accessibility.
Check Brand Guideline
Objectives
Our UX strategy centres on Jakob's Law, which states: "Users spend most of their time on other websites, so they expect your site to work like all the others they already know."
Re-introduce a Bidding System for Dynamic Pricing
Allow users to bid for rides based on their budget, providing them with flexible pricing options.
Enable drivers to counteroffer, creating a competitive and fair pricing model that benefits both riders and drivers.
Ensure transparency in pricing negotiations by providing real-time fare suggestions based on demand and availability.
Improve Ride Discoverability and Booking Efficiency
Redesign the search flow to make it easier for users to find rides based on location, ride type, and fare preferences.
Optimize the app’s interface to reduce the number of steps required to book a ride, ensuring a faster and more efficient process.
Implement real-time ride availability updates to help users make informed booking decisions quickly.
Redesign the app’s UI for a cleaner, more user-friendly layout that enhances usability.
Improve navigation and accessibility, ensuring that key features like booking, tracking, and ride history are easy to locate.
Implement real-time ride status updates and notifications for better communication between riders and drivers.
Enhance Search, Filtering, and Booking History Visibility
Introduce advanced search filters, allowing users to refine their ride options based on price, vehicle type, and estimated arrival time.
Improve ride history accessibility, enabling users to easily track past trips, rebook preferred routes, and manage receipts.
Provide a seamless experience for users to compare different ride options and make quicker booking decisions.
Provide a Smoother and More Intuitive User Experience
Tiny Details. Big Impact.
I read a book “Refactoring UI” four years ago, and some of its strategies have helped me make faster design decisions. Its practical insights on layout, typography, and visual hierarchy have guided me in creating clean, user-friendly interfaces.
On driver selection page provided a choice of selection of the driver by system if the price matches
Introduced Inbox to get all the updates for transactions to make sure the user doesn't miss anything
Highlighted the locations to make sure that user doesn't miss the activity on the map
Provided a clear choice to the user if they want to choose a driver or system selection is fine for them
Simplified the fare increament step to make sure that user can understand without any help
Simplified the feedback screen to make sure that it is effortless for the users
Drife Ride
Lets Connect
Journey Ends
This experience challenged me to adapt and stay focused, leading to personal growth in ways I never expected. Here are some key highlights.
Solo Success
Delivered all project requirements as the sole designer for a major project.
Design for Scalability
Built a flexible design system to support future feature expansions and platform scalability, ensuring visual and functional consistency across the product.
Optimizing for Conversion
Introduced micro-interactions and visual cues to streamline ride-booking flows, boosting user engagement and increasing conversion .
Fast Decision-Making
Utilized my knowledge and experience to make informed design decisions, maintaining project momentum and meeting tight deadlines.
User-Centric Problem Solving
I gained deep insights into driver and rider behaviors, addressing their unique pain points with seamless booking, real-time tracking, and intuitive onboarding, enhancing the overall experience.
Designing for Efficiency & Scale
I mastered simplifying complex workflows with clear interfaces and built a scalable design system, ensuring visual consistency and future-ready expansion.
Fast, Informed Decision-Making
I honed the skill of making quick, effective design decisions by prioritizing, iterating rapidly, and validating through real-time user feedback, driving project momentum.
Data-Driven Optimization
I embraced data-backed design, using analytics and A/B testing to refine usability, boost conversion rates, and enhance the overall product experience.
Key Highlights
Learning