Case Study
Case Study
Taxi Booking Process: Enhancing Family Travel Experience
Taxi Booking Process: Enhancing Family Travel Experience
UX/UI Design
UX/UI Design
A Challenge in the World of Travel
A Challenge in the World of Travel
In the competitive world of online travel, even small inefficiencies can have significant repercussions. While our platform excelled in many areas, it fell short in catering to families—a crucial demographic. The inability to quickly request child seats during taxi bookings was not only causing frustration among users but also leading to substantial financial strain due to manual interventions. As the only UX designer, I was tasked with transforming this problematic process. Balancing the demands of this complex project with my ongoing coursework and professional responsibilities was a steep learning curve. Still, it also deepened my commitment to creating user-centered, impactful solutions.
In the competitive world of online travel, even small inefficiencies can have significant repercussions. While our platform excelled in many areas, it fell short in catering to families—a crucial demographic. The inability to quickly request child seats during taxi bookings was not only causing frustration among users but also leading to substantial financial strain due to manual interventions. As the only UX designer, I was tasked with transforming this problematic process. Balancing the demands of this complex project with my ongoing coursework and professional responsibilities was a steep learning curve. Still, it also deepened my commitment to creating user-centered, impactful solutions.
Meeting the Needs of Families
Meeting the Needs of Families
Despite being a leader in online travel, our platform made it difficult for families to book taxis tailored to their needs. The lack of a simple, intuitive way to request child seats resulted in numerous customer complaints and significant operational inefficiencies. My challenge was to design a solution to streamline this process, reduce costs, and enhance the overall user experience, particularly for families travelling with young children.
Despite being a leader in online travel, our platform made it difficult for families to book taxis tailored to their needs. The lack of a simple, intuitive way to request child seats resulted in numerous customer complaints and significant operational inefficiencies. My challenge was to design a solution to streamline this process, reduce costs, and enhance the overall user experience, particularly for families travelling with young children.
Confronting the Reality
Confronting the Reality
The project began with an in-depth research phase. Leveraging Agile methodologies, I conducted customer interviews, surveys, and extensive data analysis to understand the scope of the problem. My background in analysing data from CRM and customer contacts proved invaluable, as I analysed data from over 70,000 support tickets and nearly 14,000 complaints related to child seats. The financial analysis revealed that the company spent over 80,000 GBP only in 7 months on these requests. This data underscored the urgent need for a more efficient system and guided the project's direction.
The project began with an in-depth research phase. Leveraging Agile methodologies, I conducted customer interviews, surveys, and extensive data analysis to understand the scope of the problem. My background in analysing data from CRM and customer contacts proved invaluable, as I analysed data from over 70,000 support tickets and nearly 14,000 complaints related to child seats. The financial analysis revealed that the company spent over 80,000 GBP only in 7 months on these requests. This data underscored the urgent need for a more efficient system and guided the project's direction.
Crafting a User-Centric Solution
Crafting a User-Centric Solution
I clearly understood the problem and moved into the design phase. Each sprint focused on developing and refining new features for the booking system, emphasising usability and inclusivity. The iterative nature of Agile allowed me to test and refine the prototypes, ensuring that the final design addressed the pain points identified during the research phase.
A significant challenge was creating a process that was both simple and comprehensive. The initial feedback from stakeholders and users highlighted the need for a more intuitive interface, particularly for requesting child seats. I developed dedicated options within the booking flow, making it easier for families to specify their needs without the cumbersome back-and-forth communication that had previously been required.
Aligning with Organisational Goals
Aligning with Organisational Goals
Continuous communication with stakeholders was vital throughout the project. Regular presentations and updates ensured the project aligned with the company's goals. This feedback loop was crucial in refining the solution, allowing for adjustments that improved the user experience and operational efficiency.
Continuous communication with stakeholders was vital throughout the project. Regular presentations and updates ensured the project aligned with the company's goals. This feedback loop was crucial in refining the solution, allowing for adjustments that improved the user experience and operational efficiency.
The Outcome: A Seamless
and Inclusive Booking Process
The Outcome: A Seamless
and Inclusive Booking Process
The final solution introduced dedicated options for adding child seats during the taxi booking process, eliminating the need for manual requests. This reduced the operational burden on customer service and significantly improved the user experience for families. Early testing indicated a sharp decline in customer complaints about child seats and a notable increase in positive family feedback. The financial impact was equally significant, with projected savings of over 40,000 GBP annually due to reduced manual interventions and improved scalability.
This project also highlighted the importance of inclusivity in UX design. By focusing on families' specific needs, we not only enhanced user satisfaction but also tapped into a new market segment, aligning with the company's broader strategic goals.
The final solution introduced dedicated options for adding child seats during the taxi booking process, eliminating the need for manual requests. This reduced the operational burden on customer service and significantly improved the user experience for families. Early testing indicated a sharp decline in customer complaints about child seats and a notable increase in positive family feedback. The financial impact was equally significant, with projected savings of over 40,000 GBP annually due to reduced manual interventions and improved scalability.
This project also highlighted the importance of inclusivity in UX design. By focusing on families' specific needs, we not only enhanced user satisfaction but also tapped into a new market segment, aligning with the company's broader strategic goals.
Reflection: Growing Through Challenges
Reflection: Growing Through Challenges
This project was a defining moment in my UX career. The complexities of balancing user needs with operational efficiency and the challenges of working on a high-impact project while managing other responsibilities tested my resilience and adaptability. However, these challenges also solidified my passion for UX design and belief in the power of user-centred solutions. The success of this project, both in terms of user satisfaction and financial impact, is a testament to the value of iterative design and stakeholder collaboration.
The experience gained from this project has equipped me with the skills and confidence to tackle even more complex challenges in the future, always focusing on delivering meaningful, impactful user experiences.
This project was a defining moment in my UX career. The complexities of balancing user needs with operational efficiency and the challenges of working on a high-impact project while managing other responsibilities tested my resilience and adaptability. However, these challenges also solidified my passion for UX design and belief in the power of user-centred solutions. The success of this project, both in terms of user satisfaction and financial impact, is a testament to the value of iterative design and stakeholder collaboration.
The experience gained from this project has equipped me with the skills and confidence to tackle even more complex challenges in the future, always focusing on delivering meaningful, impactful user experiences.
Want to work together?
Want to work together?
Feel free to reach out at
Feel free to reach out at