InstaRyde

InstaRyde approached my team (Hak Studio) to develop a ride-share application, eventually leading to us being absorbed into the InstaRyde team as founders. I was the UI/UX Design Lead working under the creative director to ensure brand cohesion.

The Problem

Toronto didn't have a ride-share solution at the time, and our team aimed to become that solution.

My Role

UI/UX Design Lead, Asset Creation, Design System Owner, Wireframing and Prototyping, Branding Design, Testing Against Design Systems, Customer Experience Design

InstaRyde Canada, Toronto, ON

2014 - 2016

Benchmark Research

When we began this project we (my team at Hak Studio) were hired as branding specialists, our client wanted a friendlier brand message than the leading ride-share companies at the time.

Looking at the existing marketplace, and brands which matched our client goals, we established brand and market guidelines with colours and images which matched the target consumers. We built each system from the ground up, keeping customer experience at the core of our efforts.

Our product had two user groups, Drivers and Ryders (passengers), which meant we built two apps and had two distinct user-journeys to start using InstaRyde.

"Driving in Toronto can be frustrating."

"There are no locally made ride-share companies in Canada."

"Ride-share drivers want a bigger cut of the profit."

"Ride-share drivers need to be able to use multiple platforms at once."

"There are no reward systems in place for ride-shares."

These points informed the company values and app functionality.

Simplified interface

Designed to put Rydes at the users' fingertips as soon as they log in.

Easy to Use

Our driver-side app was built to work without distracting the drivers, and functioned alongside other ride-share apps.


Screens

Customer-end screens, simple flow.


A straightforward login process

Clear call to action on first login

Fare estimation for clear pricing

A rating and tip system.

Other Work

Tutorials, social media, and email design were part of the day to day. I designed, and built, the support site with embedded tutorials for common issues.






Summary

InstaRyde continues to grow as Toronto's local ride-share solution and have recently expanded to be a PaaS for fleet management solutions. I stay in touch with the team and provide advisement as-needed.

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