TaxiPlus is a complete rebranding and digital redesign created to modernize a local taxi company and make it more competitive.
The new platform introduced multi-stop bookings, a fresh UI, and a compact design system aligned with its bold new branding.
The company struggled with an outdated image and a limited booking system that only supported single routes.
The redesign aimed to deliver a modern, accessible, and engaging experience, guided by research showing yellow and black as the most recognizable taxi colors.
Company data showed a growing demand for multi-stop and shared rides. I focused on understanding how to make these features intuitive and engaging through competitor analysis, usability tests, and color studies. The insights guided a modern, flexible design aligned with user expectations.
I created wireframes and interactive prototypes focused on speed, simplicity, and energy.
Key features included multi-stop booking, the Co-Traveler Network, Agent Plus (AI assistant), and the EcoPlus loyalty program.
Next steps include expanding Agent Plus with smarter AI optimization and evolving the EcoPlus rewards with gamification.
TaxiPlus will continue growing as a modern, people-centered mobility brand that blends innovation, usability, and purpose.
TaxiPlus is a rebranding and digital redesign project for a taxi company aiming to modernize its image and strengthen its competitive position in the mobility market. I was asked to refresh the brand identity,redesign the user interface, and introduce new, user-driven features that reflected evolving customer needs.
The most significant update was the introduction of multi-stop bookings, allowing users to add multiple pick-up and drop-off points — a highly requested feature that made TaxiPlus more flexible and convenient for group travel. Alongside this, I developed a compact UI library and a fresh, dynamic visual language consistent with the new branding.
TaxiPlus faced two main challenges:
The goal was to redesign the product into a modern, accessible, and engaging platform that would attract new users and retain existing ones. The experience needed to be bold, user-friendly, and aligned with 2025’s mobility and accessibility trends.
Through market research and quick usability tests on colors and logos, I discovered that yellow and black were the most recognizable combination for users — instantly associated with taxis and movement. This insight guided the entire brand direction and formed the basis for the UI identity.
No system to store or recall user preferences, frequent routes, or co-travelers, limiting personalization.
Research revealed growing demand for shared, multi-stop rides that the existing platform couldn’t support.
Users needed stronger incentives to stay loyal — discounts, rewards, or eco-driven benefits to re-engage.
The old interface and branding lacked emotional connection and visual hierarchy, making navigation unclear.
Through user research and persona development, I identified four main pain points that shaped the redesign strategy.
The old branding lacked emotional impact and failed to stand out, while the platform’s limited functionality prevented users from planning shared or multi-stop rides. Returning customers couldn’t save data or frequent travel companions, resulting in a lack of personalization.
Finally, without a loyalty system or engaging features, there was little incentive for users to return. These insights became the foundation for a more modern, connected, and interactive TaxiPlus experience.
I began by sketching early concepts to explore structure, hierarchy, and usability. Once validated, I translated these ideas into digital wireframes and an interactive Figma prototype, focusing on speed, simplicity, and a feeling of energy.
The new branding used yellow and black for instant recognition, paired with bold typography and dynamic lines. A cohesive UI library and subtle micro-interactions made the experience intuitive, accessible, and engaging.
The new features designed were:
TaxiPlus successfully evolved from a simple taxi service into a modern mobility brand. The next phase will focus on:
This project was a perfect blend of branding, product design, and UX strategy — a reminder that even traditional services can feel new, meaningful, and engaging when designed around people.
