Nov 2024 - Present
Nov 2024 - Present
Nov 2024 - Present
Fern Taxi
Role: UI/UX & Product Designer
Role: UI/UX & Product Designer
Role: UI/UX & Product Designer
Role: UI/UX & Product Designer
“How might we design a taxi app that offers commission-free rides, efficient carpooling, and seamless urban travel, while encouraging greener commuting choices?”
People looking for eco-friendly, cost-effective urban transportation need a platform that makes commuting simple, sustainable, and stress-free.
“How might we design a taxi app that offers commission-free rides, efficient carpooling, and seamless urban travel, while encouraging greener commuting choices?”
People looking for eco-friendly, cost-effective urban transportation need a platform that makes commuting simple, sustainable, and stress-free.
People looking for eco-friendly, cost-effective urban transportation need a platform that makes commuting simple, sustainable, and stress-free.
“How might we design a taxi app that offers commission-free rides, efficient carpooling, and seamless urban travel, while encouraging greener commuting choices?”
People looking for eco-friendly, cost-effective urban transportation need a platform that makes commuting simple, sustainable, and stress-free.
“How might we design a taxi app that offers commission-free rides, efficient carpooling, and seamless urban travel, while encouraging greener commuting choices?”
Project Background &
Personal Journey
As a designer passionate about sustainability, my journey with Fern Taxi began with a question: How can we make city commuting more eco-friendly and stress-free? And yes.. Economically. This idea grew from conversations with commuters and city dwellers who were eager for greener and smarter travel options. Their feedback shaped the vision of a carpool-focused, commission-free taxi app that simplifies daily commutes while reducing the city’s carbon footprint.
The shift from concept to execution was driven by the desire to create an urban transport solution that benefits both riders and the city. By offering a commission-free model, Fern Taxi supports drivers fairly, while promoting eco-conscious commuting choices for users. Carpooling was designed not just as a cost-saving feature, but as a way to foster community and sustainability in urban travel.
This project reflects my commitment to creating transportation solutions that are socially responsible and environmentally sustainable. With every feature, Fern Taxi embodies my vision of a connected, greener city, turning the daily commute into a more enjoyable, equitable, and mindful experience for all.
As a designer passionate about sustainability, my journey with Fern Taxi began with a question: How can we make city commuting more eco-friendly and stress-free? And yes.. Economically. This idea grew from conversations with commuters and city dwellers who were eager for greener and smarter travel options. Their feedback shaped the vision of a carpool-focused, commission-free taxi app that simplifies daily commutes while reducing the city’s carbon footprint.
The shift from concept to execution was driven by the desire to create an urban transport solution that benefits both riders and the city. By offering a commission-free model, Fern Taxi supports drivers fairly, while promoting eco-conscious commuting choices for users. Carpooling was designed not just as a cost-saving feature, but as a way to foster community and sustainability in urban travel.
This project reflects my commitment to creating transportation solutions that are socially responsible and environmentally sustainable. With every feature, Fern Taxi embodies my vision of a connected, greener city, turning the daily commute into a more enjoyable, equitable, and mindful experience for all.
As a designer passionate about sustainability, my journey with Fern Taxi began with a question: How can we make city commuting more eco-friendly and stress-free? And yes.. Economically. This idea grew from conversations with commuters and city dwellers who were eager for greener and smarter travel options. Their feedback shaped the vision of a carpool-focused, commission-free taxi app that simplifies daily commutes while reducing the city’s carbon footprint.
The shift from concept to execution was driven by the desire to create an urban transport solution that benefits both riders and the city. By offering a commission-free model, Fern Taxi supports drivers fairly, while promoting eco-conscious commuting choices for users. Carpooling was designed not just as a cost-saving feature, but as a way to foster community and sustainability in urban travel.
This project reflects my commitment to creating transportation solutions that are socially responsible and environmentally sustainable. With every feature, Fern Taxi embodies my vision of a connected, greener city, turning the daily commute into a more enjoyable, equitable, and mindful experience for all.
As a designer passionate about sustainability, my journey with Fern Taxi began with a question: How can we make city commuting more eco-friendly and stress-free? And yes.. Economically. This idea grew from conversations with commuters and city dwellers who were eager for greener and smarter travel options. Their feedback shaped the vision of a carpool-focused, commission-free taxi app that simplifies daily commutes while reducing the city’s carbon footprint.
The shift from concept to execution was driven by the desire to create an urban transport solution that benefits both riders and the city. By offering a commission-free model, Fern Taxi supports drivers fairly, while promoting eco-conscious commuting choices for users. Carpooling was designed not just as a cost-saving feature, but as a way to foster community and sustainability in urban travel.
This project reflects my commitment to creating transportation solutions that are socially responsible and environmentally sustainable. With every feature, Fern Taxi embodies my vision of a connected, greener city, turning the daily commute into a more enjoyable, equitable, and mindful experience for all.
Project Background & Personal Journey
Project Background & Personal Journey
Project Background & Personal Journey
RIDE SMART, RIDE FERN!
Fast, simple, and commission-free
Your daily commute just got easier,
cheaper, and greener.
Connect with locals and travelers and
experience a place at its truest.
RIDE SMART, RIDE FERN!
Fast, simple, and commission-free
Your daily commute just got easier,
cheaper, and greener.
Connect with locals and travelers and
experience a place at its truest.
RIDE SMART, RIDE FERN!
Fast, simple, and commission-free
Your daily commute just got easier,
cheaper, and greener.
Connect with locals and travelers and
experience a place at its truest.
RIDE SMART, RIDE FERN!
Fast, simple, and commission-free
Your daily commute just got easier,
cheaper, and greener.
RIDE SMART, RIDE FERN!
Fast, simple, and commission-free
Your daily commute just got easier,
cheaper, and greener.
There is a growing need for an urban mobility app that simplifies daily commutes while promoting
eco-conscious travel through carpooling, helping users reduce their carbon footprint. Urban residents are
increasingly conscious of sustainable travel and want practical solutions to make commuting greener.
There is a growing need for an urban mobility app that simplifies daily commutes
while promoting eco-conscious travel through carpooling, helping users reduce their
carbon footprint. Urban residents are increasingly conscious of sustainable travel and want
practical solutions to make commuting greener.
PROBLEM
There is a growing need for an urban mobility app that simplifies daily
commutes while promoting eco-conscious travel through carpooling, helping
users reduce their carbon footprint. Urban residents are increasingly conscious
of sustainable travel and want practical solutions to make commuting greener.
City residents often face challenges in finding convenient, affordable, and sustainable ways to share rides with fellow commuters. Existing
ride-hailing apps focus on individual rides, which contributes to congestion, higher costs, and increased emissions. Many users feel that
current apps don’t offer real ways to connect with people traveling in the same direction.
Most current platforms lack features that encourage shared travel and environmentally responsible commuting. This gap limits opportunities
for users to save money, meet new people, and reduce their carbon footprint. Commuters are looking for an app that makes carpooling
effortless, safe, and reliable.
Fern Taxi addresses this need by offering a seamless carpooling experience that combines convenience, cost-effectiveness, and
sustainability, making urban travel greener and more enjoyable for all. By integrating these features into one app, Fern Taxi aims to
transform how people think about daily travel.
City residents often face challenges in finding convenient, affordable, and sustainable ways to
share rides with fellow commuters. Existing ride-hailing apps focus on individual rides, which
contributes to congestion, higher costs, and increased emissions. Many users feel that current
apps don’t offer real ways to connect with people traveling in the same direction.
Most current platforms lack features that encourage shared travel and environmentally
responsible commuting. This gap limits opportunities for users to save money, meet new people,
and reduce their carbon footprint. Commuters are looking for an app that makes carpooling
effortless, safe, and reliable.
Fern Taxi addresses this need by offering a seamless carpooling experience that combines
convenience, cost-effectiveness, and sustainability, making urban travel greener and more
enjoyable for all. By integrating these features into one app, Fern Taxi aims to transform how
people think about daily travel.
City residents often face challenges in finding convenient, affordable, and
sustainable ways to share rides with fellow commuters. Existing ride-hailing apps
focus on individual rides, which contributes to congestion, higher costs, and
increased emissions. Many users feel that current apps don’t offer real ways to
connect with people traveling in the same direction.
Most current platforms lack features that encourage shared travel and
environmentally responsible commuting. This gap limits opportunities for users to
save money, meet new people, and reduce their carbon footprint. Commuters are
looking for an app that makes carpooling effortless, safe, and reliable.
Fern Taxi addresses this need by offering a seamless carpooling experience that
combines convenience, cost-effectiveness, and sustainability, making urban travel
greener and more enjoyable for all. By integrating these features into one app,
Fern Taxi aims to transform how people think about daily travel.
There is a growing need for an urban mobility app that simplifies daily commutes while promoting
eco-conscious travel through carpooling, helping users reduce their carbon footprint. Urban residents are
increasingly conscious of sustainable travel and want practical solutions to make commuting greener.
PROBLEM
There is a growing need for an urban mobility app that simplifies daily
commutes while promoting eco-conscious travel through carpooling, helping
users reduce their carbon footprint. Urban residents are increasingly conscious
of sustainable travel and want practical solutions to make commuting greener.
City residents often face challenges in finding convenient, affordable, and sustainable ways to share rides with fellow commuters. Existing
ride-hailing apps focus on individual rides, which contributes to congestion, higher costs, and increased emissions. Many users feel that
current apps don’t offer real ways to connect with people traveling in the same direction.
Most current platforms lack features that encourage shared travel and environmentally responsible commuting. This gap limits opportunities
for users to save money, meet new people, and reduce their carbon footprint. Commuters are looking for an app that makes carpooling
effortless, safe, and reliable.
Fern Taxi addresses this need by offering a seamless carpooling experience that combines convenience, cost-effectiveness, and
sustainability, making urban travel greener and more enjoyable for all. By integrating these features into one app, Fern Taxi aims to
transform how people think about daily travel.
City residents often face challenges in finding convenient, affordable, and sustainable ways to
share rides with fellow commuters. Existing ride-hailing apps focus on individual rides, which
contributes to congestion, higher costs, and increased emissions. Many users feel that current
apps don’t offer real ways to connect with people traveling in the same direction.
Most current platforms lack features that encourage shared travel and environmentally
responsible commuting. This gap limits opportunities for users to save money, meet new people,
and reduce their carbon footprint. Commuters are looking for an app that makes carpooling
effortless, safe, and reliable.
Fern Taxi addresses this need by offering a seamless carpooling experience that combines
convenience, cost-effectiveness, and sustainability, making urban travel greener and more
enjoyable for all. By integrating these features into one app, Fern Taxi aims to transform how
people think about daily travel.
City residents often face challenges in finding convenient, affordable, and
sustainable ways to share rides with fellow commuters. Existing ride-hailing apps
focus on individual rides, which contributes to congestion, higher costs, and
increased emissions. Many users feel that current apps don’t offer real ways to
connect with people traveling in the same direction.
Most current platforms lack features that encourage shared travel and
environmentally responsible commuting. This gap limits opportunities for users to
save money, meet new people, and reduce their carbon footprint. Commuters are
looking for an app that makes carpooling effortless, safe, and reliable.
Fern Taxi addresses this need by offering a seamless carpooling experience that
combines convenience, cost-effectiveness, and sustainability, making urban travel
greener and more enjoyable for all. By integrating these features into one app,
Fern Taxi aims to transform how people think about daily travel.
PROBLEM
There is a growing need for an urban mobility app that
simplifies daily commutes while promoting eco-conscious
travel through carpooling, helping users reduce their
carbon footprint. Urban residents are increasingly
conscious of sustainable travel and want practical
solutions to make commuting greener.
City residents often face challenges in finding convenient,
affordable, and sustainable ways to share rides with fellow
commuters. Existing ride-hailing apps focus on individual
rides, which contributes to congestion, higher costs, and
increased emissions. Many users feel that current apps don’t
offer real ways to connect with people traveling in the same
direction.
Most current platforms lack features that encourage shared
travel and environmentally responsible commuting. This gap
limits opportunities for users to save money, meet new
people, and reduce their carbon footprint. Commuters are
looking for an app that makes carpooling effortless, safe,
and reliable.
Fern Taxi addresses this need by offering a seamless
carpooling experience that combines convenience,
cost-effectiveness, and sustainability, making urban travel
greener and more enjoyable for all. By integrating these
features into one app, Fern Taxi aims to transform how
people think about daily travel.
Research: Competitive & SWOT Analyses
Uber
Ola
Ola has localized ride-hailing in India, offering diverse transport
options like bike-taxis and auto-rickshaws. Its user-friendly app
makes booking simple, but service consistency and driver support
still pose challenges in certain regions. Ola is expanding into
smaller cities and experimenting with partnerships to boost
engagement and address challenges in service quality
and consistency.
Uber set the benchmark for global ride-hailing with a
seamless app experience and intelligent ride-matching. Its clean
interface, real-time tracking, and multiple ride options make
commuting easy, though high fees and driver challenges remain areas
to watch. The platform continues to innovate with eco-friendly rides
and multi-modal transport integration, aiming to enhance efficiency
and sustainability for users worldwide.
Research: Competitive & SWOT Analyses
Uber
Ola
Uber set the benchmark for global ride-hailing with a seamless app experience and intelligent
ride-matching. Its clean interface, real-time tracking, and multiple ride options make commuting easy,
though high fees and driver challenges remain areas to watch. The platform continues to innovate with
eco-friendly rides and multi-modal transport integration, aiming to enhance efficiency and
sustainability for users worldwide.
Ola has localized ride-hailing in India, offering diverse transport options like bike-taxis and
auto-rickshaws. Its user-friendly app makes booking simple, but service consistency and driver
support still pose challenges in certain regions. Ola is expanding into smaller cities and
experimenting with partnerships to boost engagement and address challenges in service
quality and consistency.
Research: Competitive & SWOT Analyses
Uber
Uber set the benchmark for global ride-hailing with a seamless app experience and intelligent
ride-matching. Its clean interface, real-time tracking, and multiple ride options make commuting easy,
though high fees and driver challenges remain areas to watch. The platform continues to innovate with
eco-friendly rides and multi-modal transport integration, aiming to enhance efficiency and
sustainability for users worldwide.
Ola
Ola has localized ride-hailing in India, offering diverse transport options like bike-taxis and auto-rickshaws.
Its user-friendly app makes booking simple, but service consistency and driver support still pose
challenges in certain regions. Ola is expanding into smaller cities and experimenting with partnerships to
boost engagement and address challenges in service quality and consistency.
Uber
Ola
Research: Competitive
& SWOT Analyses
Uber set the benchmark for global ride-hailing with a
seamless app experience and intelligent ride-matching. Its
clean interface, real-time tracking, and multiple ride options
make commuting easy, though high fees and driver challenges
remain areas to watch. The platform continues to innovate with
multi-modal transport integration, aiming to enhance
efficiency and sustainability for users worldwide.
Ola has localized ride-hailing in India, offering diverse
transport options like bike-taxis and auto-rickshaws.
Its user-friendly app makes booking simple, but service
consistency and driver support still pose
challenges in certain regions. Ola is expanding into smaller
cities and experimenting with partnerships to boost
engagement and address challenges in service quality.
User Surveys & Interviews
User Surveys & Interviews
User Survey Takeaways
User Survey Takeaways
To understand urban commuters’ needs, I engaged directly with daily riders at busy transit hubs and
university campuses. Face-to-face conversations helped validate our assumptions about what users
want in a stress-free, eco-friendly ride experience.
Through these interactions, I gathered detailed insights into commuting habits, ride preferences, and
sustainability considerations. This hands-on approach informed the design of Fern Taxi, ensuring the app
caters to real user needs, making shared commuting convenient, affordable, and environmentally conscious.
Before conducting our survey, I carefully crafted questions to explore the
commuting habits, preferences, and pain points of urban travelers. The
survey reached a diverse group of users, aiming to uncover how they
perceived affordability, convenience, and sustainable commuting. From
the user perspective, there was a strong demand for stress-free,
cost-effective rides, while many respondents expressed interest in
eco-friendly options and shared carpooling to reduce their carbon footprint.
The feedback highlighted that commuters are not just looking for
transportation, they want smarter, greener, and more collaborative ways to
navigate the city. Despite the availability of multiple ride-hailing apps, the
need for a sustainability-focused, low-carbon solution was evident,
signaling a gap that Fern Taxi could fill. These insights reinforced the potential
for Fern Taxi to gain traction, driven by users’ desire for efficiency, affordability,
and environmentally conscious commuting.
Before conducting our survey, I carefully crafted questions
to explore the commuting habits, preferences, and pain points
of urban travelers. The survey reached a diverse group of users,
aiming to uncover how they perceived affordability, convenience,
and sustainable commuting. From the user perspective, there was
a strong demand for stress-free, cost-effective rides, while many
respondents expressed interest in eco-friendly options and shared
carpooling to reduce their carbon footprint.
The feedback highlighted that commuters are not just looking for
transportation, they want smarter, greener, and more collaborative
ways to navigate the city. Despite the availability of multiple
ride-hailing apps, the need for a sustainability-focused, low-carbon
solution was evident, signaling a gap that Fern Taxi could fill. These
insights reinforced the potential for Fern Taxi to gain traction, driven
by users’ desire for efficiency, affordability, and environmentally
conscious commuting.
To understand urban commuters’ needs, I engaged directly with daily riders at busy transit hubs and university campuses.
Face-to-face conversations helped validate our assumptions about what users want in a stress-free, eco-friendly ride experience.
Through these interactions, I gathered detailed insights into commuting habits, ride preferences, and sustainability considerations.
This hands-on approach informed the design of Fern Taxi, ensuring the app caters to real user needs, making shared commuting
convenient, affordable, and environmentally conscious.
User Surveys & Interviews
Before conducting our survey, I carefully crafted questions to explore the commuting
habits, preferences, and pain points of urban travelers. The survey reached a diverse
group of users, aiming to uncover how they perceived affordability, convenience,
and sustainable commuting. From the user perspective, there was a strong demand for
stress-free, cost-effective rides, while many respondents expressed interest in
eco-friendly options and shared carpooling to reduce their carbon footprint.
The feedback highlighted that commuters are not just looking for transportation, they
want smarter, greener, and more collaborative ways to navigate the city. Despite the
availability of multiple ride-hailing apps, the need for a sustainability-focused, l
ow-carbon solution was evident, signaling a gap that Fern Taxi could fill. These insights
reinforced the potential for Fern Taxi to gain traction, driven by users’ desire for efficiency,
affordability, and environmentally conscious commuting.
User Survey Takeaways
To understand urban commuters’ needs, I engaged directly with daily riders at busy transit hubs
and university campuses. Face-to-face conversations helped validate our assumptions about
what users want in a stress-free, eco-friendly ride experience.
Through these interactions, I gathered detailed insights into commuting habits, ride preferences,
and sustainability considerations. This hands-on approach informed the design of Fern Taxi,
ensuring the app caters to real user needs, making shared commuting convenient, affordable,
and environmentally conscious.
User Surveys & Interviews
User Survey Takeaways
To understand urban commuters’ needs, I engaged directly
with daily riders at busy transit hubs and university campuses.
Face-to-face conversations helped validate our
assumptions about what users want in a stress-free,
eco-friendly ride experience.
Through these interactions, I gathered detailed insights into
commuting habits, ride preferences, and sustainability
considerations. This hands-on approach informed the
design of Fern Taxi, ensuring the app caters to real user
needs, making shared commuting convenient, affordable,
and environmentally conscious.
Before conducting our survey, I carefully crafted questions
to explore the commuting habits, preferences, and pain
points of urban travelers. The survey reached a diverse group
of users, aiming to uncover how they perceived affordability,
convenience, and sustainable commuting. From the user
perspective, there was a strong demand for stress-free,
cost-effective rides, while many respondents expressed
interest in eco-friendly options and shared carpooling to
reduce their carbon footprint.
The feedback highlighted that commuters are not just looking
for transportation, they want smarter, greener, and more
collaborative ways to navigate the city. Despite the availability
of multiple ride-hailing apps, the need for a
sustainability-focused, low-carbon solution was evident,
signaling a gap that Fern Taxi could fill. These insights
reinforced the potential for Fern Taxi to gain traction, driven
by users’ desire for efficiency, affordability, and
environmentally conscious commuting.
Card Sorts & Affinity Mapping
Card Sorts & Affinity Mapping
Card Sorts & Affinity Mapping
Following the survey's findings, I engaged in immersive exercises of card sorting and affinity mapping. These sessions were
eye-opening, bringing me closer to the everyday commuting habits, preferences, and frustrations of urban travelers. The stories
and insights gathered were invaluable in shaping a design that feels both intuitive and meaningful.
The exercise allowed a structured organization of Fern Taxi’s core features, particularly carpooling and eco-friendly ride options,
while also highlighting the real-world travel patterns and choices users make daily. These insights ensured that the app design
aligns seamlessly with user needs and their desire for efficient, low-carbon urban mobility.
Following the survey's findings, I engaged in immersive exercises of card sorting and affinity mapping.
These sessions were eye-opening, bringing me closer to the everyday commuting habits, preferences,
and frustrations of urban travelers. The stories and insights gathered were invaluable in shaping a design
that feels both intuitive and meaningful.
The exercise allowed a structured organization of Fern Taxi’s core features, particularly carpooling and
eco-friendly ride options, while also highlighting the real-world travel patterns and choices users make
daily. These insights ensured that the app design aligns seamlessly with user needs and their desire for
efficient, low-carbon urban mobility.
Following the survey's findings, I engaged in immersive exercises of card sorting and affinity
mapping. These sessions were eye-opening, bringing me closer to the everyday commuting
habits, preferences, and frustrations of urban travelers. The stories and insights gathered
were invaluable in shaping a design that feels both intuitive and meaningful.
The exercise allowed a structured organization of Fern Taxi’s core features, particularly carpooling
and eco-friendly ride options, while also highlighting the real-world travel patterns and choices
users make daily. These insights ensured that the app design aligns seamlessly with user needs
and their desire for efficient, low-carbon urban mobility.
Card Sorts & Affinity Mapping
Following the survey's findings, I engaged in immersive
exercises of card sorting and affinity mapping. These sessions
were eye-opening, bringing me closer to the everyday
commuting habits, preferences, and frustrations of urban
travelers. The stories and insights gathered were invaluable in
shaping a design that feels both intuitive and meaningful.
The exercise allowed a structured organization of Fern Taxi’s
core features, particularly carpooling and eco-friendly ride
options, while also highlighting the real-world travel patterns
and choices users make daily. These insights ensured that the
app design aligns seamlessly with user needs and their desire
for efficient, low-carbon urban mobility.
Meet the Users:
Personas, Task Flows, Journeys
Meet the Users:
Personas, Task Flows, Journeys
Meet the Users:
Personas, Task Flows, Journeys
In preparing for wireframing, I immersed myself in the environments
of Fern Taxi’s users, frequenting bustling city centers, popular
ride-sharing spots, and university campuses.
By engaging with commuters and everyday travelers, I fostered
meaningful conversations that revealed their routines, frustrations,
and priorities when navigating city transport. This hands-on
engagement provided a vivid understanding of their needs, which I
translated into authentic user personas for Fern Taxi. These personas
informed the creation of task flows and user journeys that reflect
real-life commuting scenarios, ensuring the app design was rooted
in genuine user behavior.
Through this process, I identified recurring patterns and expectations
that shaped the core experience of Fern Taxi, from seamless
ride-booking to eco-friendly and carpooling options that resonate
with modern urban travelers.
In preparing for wireframing, I immersed myself in the environments of Fern Taxi’s
users, frequenting bustling city centers, popular ride-sharing spots, and
university campuses.
By engaging with commuters and everyday travelers, I fostered meaningful
conversations that revealed their routines, frustrations, and priorities when
navigating city transport. This hands-on engagement provided a vivid
understanding of their needs, which I translated into authentic user personas for
Fern Taxi. These personas informed the creation of task flows and user journeys
that reflect real-life commuting scenarios, ensuring the app design was rooted
in genuine user behavior.
Through this process, I identified recurring patterns and expectations that
shaped the core experience of Fern Taxi, from seamless ride-booking to
eco-friendly and carpooling options that resonate with modern urban travelers.
In preparing for wireframing, I immersed myself in the environments
of Fern Taxi’s users, frequenting bustling city centers, popular
ride-sharing spots, and university campuses.
By engaging with commuters and everyday travelers, I fostered
meaningful conversations that revealed their routines, frustrations,
and priorities when navigating city transport. This hands-on
engagement provided a vivid understanding of their needs, which I
translated into authentic user personas for Fern Taxi. These personas
informed the creation of task flows and user journeys that reflect
real-life commuting scenarios, ensuring the app design was rooted
in genuine user behavior.
Through this process, I identified recurring patterns and expectations
that shaped the core experience of Fern Taxi, from seamless
ride-booking to eco-friendly and carpooling options that resonate
with modern urban travelers.
Meet the Users:
Personas, Task Flows, Journeys
In preparing for wireframing, I immersed myself in the
environments of Fern Taxi’s users, frequenting bustling city
centers, popular ride-sharing spots, and university campuses.
By engaging with commuters and everyday travelers, I
fostered meaningful conversations that revealed their
routines, frustrations, and priorities when navigating city
transport. This hands-on engagement provided a vivid
understanding of their needs, which I translated into authentic
user personas for Fern Taxi. These personas informed the
creation of task flows and user journeys that reflect real-life
commuting scenarios, ensuring the app design was rooted in
genuine user behavior.
Through this process, I identified recurring patterns and
expectations that shaped the core experience of Fern Taxi,
from seamless ride-booking to eco-friendly and carpooling
options that resonate with modern urban travelers.
Exploration, Ideation:
1A & Wireframes
Exploration, Ideation:
1A & Wireframes
In the exploration and ideation phase for Fern Taxi, my focus was on
the core functions that would address our user personas’ needs —
simplified ride booking, highlighting carpooling, stress-free
driver-rider communication, and transparent fare estimation.
Recognizing the importance of a seamless and intuitive experience,
I mapped the journey of Aman planning a carpool to college, Raj
finding an affordable ride across the city, and Nishitha navigating her
daily commute with family considerations. Key features envisioned
included a carpool matching system, eco-friendly route
suggestions, and in-app notifications for ride updates.
Guided by these insights, preliminary sketches were created, which
then evolved into the initial wireframes for Fern Taxi, laying the
foundation for a user-centered, eco-conscious commuting
experience.
In the exploration and ideation phase for Fern Taxi, my focus was on the core
functions that would address our user personas’ needs — simplified ride booking,
highlighting carpooling, stress-free driver-rider communication, and transparent fare estimation.
Recognizing the importance of a seamless and intuitive experience, I mapped the journey of Aman
planning a carpool to college, Raj finding an affordable ride across the city, and Nishitha navigating
her daily commute with family considerations. Key features envisioned included a carpool matching
system, eco-friendly route suggestions, and in-app notifications for ride updates.
Guided by these insights, preliminary sketches were created, which then evolved into the initial
wireframes for Fern Taxi, laying the foundation for a user-centered, eco-conscious commuting
experience.
In the ideation phase for Fern Taxi, I focused on the key features our personas identified as essential, hassle-free ride booking,
intuitive fare calculation, and meaningful eco-conscious insights.
I mapped the user journey for riders booking solo trips or coordinating carpool rides with friends and colleagues. Central to the app’s
design was a dashboard providing real-time ride status updates, a comprehensive fare calculator for clear pricing, and a communication
hub to facilitate seamless interactions during the trip. Unique to Fern Taxi, users could also track the carbon footprint saved for each ride
and monitor their cumulative environmental impact in their profile, reinforcing sustainable commuting habits.
From these insights, I progressed to wireframing, taking special care to streamline the navigation and ride management process. Our
wireframes evolved into mid-fidelity prototypes, integrating user feedback to refine a system that felt personalized and straightforward,
facilitating a stress-free commute experience. These prototypes served as a blueprint, illustrating the app's workflow with clear
interaction points.
In the ideation phase for Fern Taxi, I focused on the key features our personas identified as
essential, hassle-free ride booking, intuitive fare calculation, and meaningful eco-conscious insights.
I mapped the user journey for riders booking solo trips or coordinating carpool rides with friends and
colleagues. Central to the app’s design was a dashboard providing real-time ride status updates, a
comprehensive fare calculator for clear pricing, and a communication hub to facilitate seamless
interactions during the trip. Unique to Fern Taxi, users could also track the carbon footprint saved for
each ride and monitor their cumulative environmental impact in their profile, reinforcing sustainable
commuting habits.
From these insights, I progressed to wireframing, taking special care to streamline the navigation and
ride management process. Our wireframes evolved into mid-fidelity prototypes, integrating user
feedback to refine a system that felt personalized and straightforward, facilitating a stress-free
commute experience. These prototypes served as a blueprint, illustrating the app's workflow with
clear interaction points.
Exploration, Ideation:
1A & Wireframes
In the exploration and ideation phase for Fern Taxi, my focus was on
the core functions that would address our user personas’ needs —
simplified ride booking, highlighting carpooling, stress-free
driver-rider communication, and transparent fare estimation.
Recognizing the importance of a seamless and intuitive experience,
I mapped the journey of Aman planning a carpool to college, Raj
finding an affordable ride across the city, and Nishitha navigating her
daily commute with family considerations. Key features envisioned
included a carpool matching system, eco-friendly route
suggestions, and in-app notifications for ride updates.
Guided by these insights, preliminary sketches were created, which
then evolved into the initial wireframes for Fern Taxi, laying the
foundation for a user-centered, eco-conscious commuting
experience.
In the ideation phase for Fern Taxi, I focused on the key features our personas identified as essential, hassle-free
ride booking, intuitive fare calculation, and meaningful eco-conscious insights.
I mapped the user journey for riders booking solo trips or coordinating carpool rides with friends and colleagues.
Central to the app’s design was a dashboard providing real-time ride status updates, a comprehensive fare
calculator for clear pricing, and a communication hub to facilitate seamless interactions during the trip. Unique to
Fern Taxi, users could also track the carbon footprint saved for each ride and monitor their cumulative environmental
impact in their profile, reinforcing sustainable commuting habits.
From these insights, I progressed to wireframing, taking special care to streamline the navigation and ride
management process. Our wireframes evolved into mid-fidelity prototypes, integrating user feedback to refine a
system that felt personalized and straightforward, facilitating a stress-free commute experience. These prototypes
served as a blueprint, illustrating the app's workflow with clear interaction points.
Exploration, Ideation:
1A & Wireframes
In the ideation phase for Fern Taxi, I focused on the key features our
personas identified as essential, hassle-free ride booking, intuitive fare
calculation, and meaningful eco-conscious insights.
I mapped the user journey for riders booking solo trips or coordinating
carpool rides with friends and colleagues. Central to the app’s design
was a dashboard providing real-time ride status updates, a
comprehensive fare calculator for clear pricing, and a communication
hub to facilitate seamless interactions during the trip. Unique to Fern
Taxi, users could also track the carbon footprint saved for each ride
and monitor their cumulative environmental impact in their profile,
reinforcing sustainable commuting habits.
From these insights, I progressed to wireframing, taking special care to
streamline the navigation and ride management process. Our
wireframes evolved into mid-fidelity prototypes, integrating user
feedback to refine a system that felt personalized and straightforward,
facilitating a stress-free commute experience. These prototypes served
as a blueprint, illustrating the app's workflow with clear interaction points.
In the exploration and ideation phase for Fern Taxi, my focus was
on the core functions that would address our user personas’
needs, simplified ride booking, highlighting carpooling,
stress-free driver-rider communication, and transparent fare
estimation.
Recognizing the importance of a seamless and intuitive
experience, I mapped the journey of Aman planning a carpool to
college, Raj finding an affordable ride across the city, and Nishitha
navigating her daily commute with family considerations. Key
features envisioned included a carpool matching system,
eco-friendly route suggestions, and in-app notifications for ride
updates.
Guided by these insights, preliminary sketches were created,
which then evolved into the initial wireframes for Fern Taxi, laying
the foundation for a user-centered, eco-conscious commuting
experience.
Usability Testing
Usability Testing
Usability Testing & Affinity Mapping
I created an interactive prototype and conducted an initial test with a
small group of potential users. The test was structured to provide insights
into the user experience and the app’s intuitiveness.
Scenario: A user wants to book a ride for an emergency and
communicate directly with the driver.
Task 1: Navigate through the app to book a ride and assess the clarity of
the booking process, including options for solo or carpool rides.
Task 2: Once a ride is booked, directly contact the driver to communicate
the urgency of the situation.
Task 3: Leave feedback once the ride is completed.
Engaging users in these practical tasks provided firsthand feedback on
the app's usability, guiding further refinements to ensure Fern Taxi offers a
stress-free commuting experience.
I created an interactive prototype and conducted an initial test with a small group of
potential users. The test was structured to provide insights into the user experience
and the app’s intuitiveness.
Scenario: A user wants to book a ride for an emergency and communicate directly with
the driver.
Task 1: Navigate through the app to book a ride and assess the clarity of the booking
process, including options for solo or carpool rides.
Task 2: Once a ride is booked, directly contact the driver to communicate the urgency of
the situation.
Task 3: Leave feedback once the ride is completed.
Engaging users in these practical tasks provided firsthand feedback on the app's usability,
guiding further refinements to ensure Fern Taxi offers a stress-free commuting experience.
Usability Testing Results & Affinity Mapping
Following the usability testing phase for Fern Taxi, I employed
affinity mapping to systematically organize and interpret user
feedback. Using Nielsen’s Severity Rating Scale, I identified
and prioritized the most critical usability issues that needed
attention during the design iteration process.
To hone in on the visual appeal of the app, I conducted a
preference test that surveyed users’ responses to various UI
components, with a special focus on the layout and color schemes.
These insights were crucial in evolving the app’s interface,
confirming that the chosen design elements aligned well with our
users' preferences, thereby enhancing the overall user experience.
Following the usability testing phase for Fern Taxi,
I employed affinity mapping to systematically
organize and interpret user feedback. Using
Nielsen’s Severity Rating Scale, I identified and
prioritized the most critical usability issues that
needed attention during the design iteration
process.
To hone in on the visual appeal of the app, I
conducted a preference test that surveyed users’
responses to various UI components, with a special
focus on the layout and color schemes. These
insights were crucial in evolving the app’s interface,
confirming that the chosen design elements
aligned well with our users' preferences,
thereby enhancing the overall user experience.
Usability Testing Results & Affinity Mapping
I created an interactive prototype and conducted
an initial test with a small group of potential users.
The test was structured to provide insights into the
user experience and the app’s intuitiveness.
Scenario: A user wants to book a ride for an
emergency and communicate directly with the driver.
Task 1: Navigate through the app to book a ride and
assess the clarity of the booking process, including
options for solo or carpool rides.
Task 2: Once a ride is booked, directly contact the
driver to communicate the urgency of the situation.
Task 3: Leave feedback once the ride is completed.
Engaging users in these practical tasks provided firsthand feedback on the app's usability, guiding
further refinements to ensure Fern Taxi offers a stress-free commuting experience.
Usability Testing
Following the usability testing phase for Fern Taxi, I
employed affinity mapping to systematically organize and
interpret user feedback. Using Nielsen’s Severity Rating
Scale, I identified and prioritized the most critical usability
issues that needed attention during the design iteration
process.
To hone in on the visual appeal of the app, I conducted a
preference test that surveyed users’ responses to various UI
components, with a special focus on the layout and color
schemes. These insights were crucial in evolving the app’s
interface, confirming that the chosen design elements aligned
well with our users' preferences, thereby enhancing the overall
user experience.
Usability Testing
Usability Testing
& Affinity Mapping
Following the usability testing phase for Fern Taxi, I employed
affinity mapping to systematically organize and interpret user
feedback. Using Nielsen’s Severity Rating Scale, I identified
and prioritized the most critical usability issues that needed
attention during the design iteration process.
To hone in on the visual appeal of the app, I conducted a
preference test that surveyed users’ responses to various
UI components, with a special focus on the layout and color
schemes. These insights were crucial in evolving the app’s
interface, confirming that the chosen design elements aligned
well with our users' preferences, thereby enhancing the overall
user experience.
I created an interactive prototype and conducted an initial
test with a small group of potential users. The test was
structured to provide insights into the user experience and
the app’s intuitiveness.
Scenario: A user wants to book a ride for an emergency and
communicate directly with the driver.
Task 1: Navigate through the app to book a ride and assess
the clarity of the booking process, including options for
solo or carpool rides.
Task 2: Once a ride is booked, directly contact the driver to
communicate the urgency of the situation.
Task 3: Leave feedback once the ride is completed.
Engaging users in these practical tasks provided firsthand
feedback on the app's usability, guiding further refinements
to ensure Fern Taxi offers a stress-free commuting
experience.
Fern Taxi’s Design Refinement: Streamlining for Efficiency and Engagement
Transitioning Fern Taxi from functional to user-centric, we refined the interface to enhance clarity,
simplify ride booking and highlight carpooling, and make urban commuting effortless, connected, and eco-conscious…
Fern Taxi’s Design Refinement: Streamlining for Efficiency and Engagement
Transitioning Fern Taxi from functional to user-centric, we refined the interface to enhance clarity, simplify
ride booking and highlight carpooling, and make urban commuting effortless, connected, and eco-conscious…
Fern Taxi’s Design Refinement: Streamlining for Efficiency
and Engagement
Transitioning Fern Taxi from functional to user-centric, we refined
the interface to enhance clarity, simplify ride booking and highlight carpooling,
and make urban commuting effortless, connected, and eco-conscious…
Fern Taxi’s Design Refinement: Streamlining for
Efficiency and Engagement
Transitioning Fern Taxi from functional to user-centric, we
refined the interface to enhance clarity, simplify ride booking
and highlight carpooling, and make urban commuting
effortless, connected, and eco-conscious…
User Interface Design
User Interface Design
User Interface Design
Fern Taxi’s app name emerged from a vision of eco-conscious and connected urban mobility, encapsulating the essence of smart,
shared, and sustainable commuting.
In the early UI design phase, the focus was on reflecting Fern Taxi’s commitment to stress-free, commission-free rides and sustainable
transportation. Insights from user feedback guided a shift toward a cleaner, more intuitive design, ensuring that riders could
navigate the app with minimal friction.
The interface was refined to be not only functional but visually engaging, aligning eco-friendly cues and real-time ride updates with a
contemporary, appealing aesthetic.
Fern Taxi’s design evolution was shaped through a careful blend of planning and responsive iteration. One mission stood out in this
process:
Fern Taxi needed to provide unmatched simplicity and clarity, seamlessly serving urban commuters looking for reliable, shared, and
environmentally conscious rides.
In its final form, the app’s design transcended mere ride-booking functionality. It became a dynamic platform where commuters
could effortlessly ride solo or carpool, track their carbon footprint, and enjoy a more connected, sustainable, and thoughtful
commuting experience.
Fern Taxi’s app name emerged from a vision of eco-conscious and connected urban mobility, encapsulating the
essence of smart, shared, and sustainable commuting.
In the early UI design phase, the focus was on reflecting Fern Taxi’s commitment to stress-free, commission-free
rides and sustainable transportation. Insights from user feedback guided a shift toward a cleaner, more
intuitive design, ensuring that riders could navigate the app with minimal friction.
The interface was refined to be not only functional but visually engaging, aligning eco-friendly cues and real-time
ride updates with a contemporary, appealing aesthetic.
Fern Taxi’s design evolution was shaped through a careful blend of planning and responsive iteration. One mission
stood out in this process:
Fern Taxi needed to provide unmatched simplicity and clarity, seamlessly serving urban commuters looking for
reliable, shared, and environmentally conscious rides.
In its final form, the app’s design transcended mere ride-booking functionality. It became a dynamic platform
where commuters could effortlessly ride solo or carpool, track their carbon footprint, and enjoy a more
connected, sustainable, and thoughtful commuting experience.
Fern Taxi’s app name emerged from a vision of eco-conscious and connected urban mobility,
encapsulating the essence of smart, shared, and sustainable commuting.
In the early UI design phase, the focus was on reflecting Fern Taxi’s commitment to stress-free,
commission-free rides and sustainable transportation. Insights from user feedback guided
a shift toward a cleaner, more intuitive design, ensuring that riders could navigate the app with
minimal friction.
The interface was refined to be not only functional but visually engaging, aligning eco-friendly cues
and real-time ride updates with a contemporary, appealing aesthetic.
Fern Taxi’s design evolution was shaped through a careful blend of planning and responsive iteration.
One mission stood out in this process:
Fern Taxi needed to provide unmatched simplicity and clarity, seamlessly serving urban commuters
looking for reliable, shared, and environmentally conscious rides.
In its final form, the app’s design transcended mere ride-booking functionality. It became a dynamic
platform where commuters could effortlessly ride solo or carpool, track their carbon footprint, and
enjoy a more connected, sustainable, and thoughtful commuting experience.
User Interface Design
Fern Taxi’s app name emerged from a vision of
eco-conscious and connected urban mobility, encapsulating
the essence of smart, shared, and sustainable commuting.
In the early UI design phase, the focus was on reflecting Fern
Taxi’s commitment to stress-free, commission-free rides
and sustainable transportation. Insights from user feedback
guided a shift toward a cleaner, more intuitive design,
ensuring that riders could navigate the app with minimal
friction.The interface was refined to be not only functional
but visually engaging, aligning eco-friendly cues and
real-time ride updates with a contemporary, appealing
aesthetic.
Fern Taxi’s design evolution was shaped through a careful
blend of planning and responsive iteration. One mission
stood out in this process:
Fern Taxi needed to provide unmatched simplicity and clarity,
seamlessly serving urban commuters looking for reliable,
shared, and environmentally conscious rides.
In its final form, the app’s design transcended mere
ride-booking functionality. It became a dynamic platform
where commuters could effortlessly ride solo or carpool,
track their carbon footprint, and enjoy a more connected,
sustainable, and thoughtful commuting experience.
Fern Taxi taught me
Fern Taxi taught me
Fern Taxi has been a journey of exploration and refinement, evolving from simply offering rides to fostering a more sustainable
and connected urban commute. The app’s development has been deeply rooted in understanding our users, commuters
seeking stress-free, commission-free rides and environmentally conscious options. Their feedback has been the guiding
compass, shaping Fern Taxi into a platform that makes shared, eco-friendly travel effortless and intuitive.
Our design philosophy has always been user-first. We immersed ourselves in the daily routines, preferences, and pain points of
our audience. This commitment not only sharpened our design decisions but also made the creative process genuinely
rewarding. The satisfaction of crafting an app that aligns with real commuter needs and promotes sustainable travel reaffirms
the power of a user-centered design approach.
Fern Taxi has been a journey of exploration and refinement, evolving from simply
offering rides to fostering a more sustainable and connected urban commute.
The app’s development has been deeply rooted in understanding our users,
commuters seeking stress-free, commission-free rides and environmentally
conscious options. Their feedback has been the guiding compass, shaping
Fern Taxi into a platform that makes shared, eco-friendly travel effortless
and intuitive.
Our design philosophy has always been user-first. We immersed ourselves in the
daily routines, preferences, and pain points of our audience. This commitment
not only sharpened our design decisions but also made the creative process
genuinely rewarding. The satisfaction of crafting an app that aligns with real
commuter needs and promotes sustainable travel reaffirms the power of a
user-centered design approach.
Fern Taxi taught me
Fern Taxi has been a journey of exploration and refinement,
evolving from simply offering rides to fostering a more
sustainable and connected urban commute. The app’s
development has been deeply rooted in understanding our
users, commuters seeking stress-free, commission-free
rides and environmentally conscious options. Their
feedback has been the guiding compass, shaping Fern Taxi
into a platform that makes shared, eco-friendly travel
effortless and intuitive.
Our design philosophy has always been user-first. We
immersed ourselves in the daily routines, preferences, and
pain points of our audience. This commitment not only
sharpened our design decisions but also made the creative
process genuinely rewarding. The satisfaction of crafting
an app that aligns with real commuter needs and promotes
sustainable travel reaffirms the power of a user-centered
design approach.
Fern Taxi taught me
Fern Taxi has been a journey of exploration and refinement, evolving from simply offering rides to
fostering a more sustainable and connected urban commute. The app’s development has been
deeply rooted in understanding our users, commuters seeking stress-free, commission-free rides
and environmentally conscious options. Their feedback has been the guiding compass, shaping
Fern Taxi into a platform that makes shared, eco-friendly travel effortless and intuitive.
Our design philosophy has always been user-first. We immersed ourselves in the daily routines,
preferences, and pain points of our audience. This commitment not only sharpened our design
decisions but also made the creative process genuinely rewarding. The satisfaction of crafting an
app that aligns with real commuter needs and promotes sustainable travel reaffirms the power of
a user-centered design approach.