dmitriy slinkov
Taxi App Product Design project
I've described here all the results of my work as Product Designer. Taxi app: onboarding, design, UI, UX, lead generation, user journeys, pricing model, copywriting, AppStore, Google Play, video instruction.

Project task

Important: this project is under NDA. Thus, no real identities. Sorry!
Who was this mobile app for? Taxi drivers, and taxi companies of any size.

I've been involved when the design has been almost finished. A customer asked me to conduct the rest of the design and get the app ready for market!

Project pitfalls:
  • Incomplete UX
  • Incomplete design
  • Ongoing changes in marketing strategy
Me: "Welcome to my work as a product designer on a mobile app project. In this project, my team and I were responsible for designing and preparing the app for the market launch. Throughout the project, we encountered several changes in pricing, strategy, and scope.
Our initial goal was to design a mobile app that would provide a seamless user experience for customer's customers. To achieve this, we conducted thorough research on our target audience and their needs. We also analyzed the features and functionalities of similar apps in the market. This helped us identify the gaps and opportunities for customer's app."

Project deliverables: app marketing

Major part of these tasks are done by my hands and my head. No delegation.
  1. Coordination of designers and developers
  2. Email and SMS templates: trigger and warm-up
  3. Website design, including the design of all necessary partnership landings (with a need to merge the visual identities of two companies into one landing)
  4. Partnership banners (including one fuckup with too simple banner)
  5. Visual identity creation for marketplaces: Google Play, AppGallery (Huawei)
  6. Content marketing preparation and launch
  7. Cold leads worm up mechanisms setup
  8. Video presentation: explainer video instructions (including elements of the screenlife genre)
  9. creation of user video instruction. Part of it for advertisement.
  10. 3d pack. For website, banners, etc
    "After defining our target audience and the key features of the app, we began working on the design. We created wireframes and prototypes to test the user interface and user experience. Based on the feedback from our testing, we made several iterations to improve the design.
    At this point, we had a clear idea of the pricing model and the marketing strategy. We decided to offer a freemium model where users could download the app for free, but some premium features would be available for purchase. We also planned to launch the app on both the Apple App Store and Google Play Store simultaneously."

    Project deliverables: Business modeling

    A lot of Google Sheets and brain work
    1. Competitive analysis
    2. Joining selling (CRM) and customer support processes
    3. Pricing model. I've lead a transformation from pre-paid to subscription model.
    4. User journeys development
      "However, as we progressed with the development of the app, our scope changed. We decided to add more features to the app to provide more value to our users. This, in turn, affected the pricing model and the marketing strategy. We had to re-evaluate our pricing model to ensure that we were still providing value to our users while generating revenue for the company. We also had to adjust our marketing strategy to accommodate the changes in the app's features.
      Throughout the project, communication and collaboration were critical. We had to ensure that all stakeholders were aware of the changes and the impact they would have on the project. We also had to work closely with the development team to ensure that the design and functionality of the app were aligned."

      Project deliverables: Product Design management

      The combo of product design and product management challenges
      1. Application onboarding
      2. Managing designers
      3. Changing journeys and interfaces regarding the new "Taxi ERP" system
      4. Customer journeys in partnership programs
      5. Management of developers
      6. Copywriting of user instructions and guides analysis
        And yes, we ought to meet a new strategy! Our product has been expanded from just an app to a more complex system – ERP for Taxi companies.

        As the project neared completion, we conducted extensive testing to ensure that the app was user-friendly and bug-free. We also worked closely with the marketing team to prepare for the launch.
        In conclusion, designing and preparing a mobile app for the market launch is a complex process that requires thorough research, collaboration, and adaptability. Our team had to navigate through several changes in pricing, strategy, and scope. However, by working together and communicating effectively, we were able to design an app that provides value to our users and generates revenue for the company.

        Product Designer skills required

        Just a summary for other Product Designers
        As a product designer, there are several competencies that you should have to be effitient. Here are some of the major competencies:

        1. Design Thinking: The ability to empathize with the users and to understand their needs and pain points is crucial for product designers. Design thinking involves a user-centered approach to problem-solving and requires designers to think creatively and outside the box.

        2. Customer Experience Research: Conducting user research to understand the customer experience is a critical competency for product designers. This includes methods such as user interviews, surveys, and usability testing.

        3. User Interface Modeling: The ability to create user interfaces that are intuitive, user-friendly, and visually appealing is essential. Competencies in wireframing, prototyping, and visual design are required to create effective user interfaces.

        4. General Management: Product designers often work with cross-functional teams, including developers and quality assurance (QA) professionals. As a result, competencies in project management, leadership, and effective communication are necessary to ensure that everyone is working towards the same goal.

        5. Agile Methodologies: Many organizations use agile methodologies to manage software development projects. Understanding and being able to work within these methodologies is essential for product designers, as it ensures that the design process is integrated with the development process.

        6. Creative Problem-Solving: Being able to identify and solve problems creatively is an important competency for product designers. This involves being able to think critically and analytically, as well as being able to come up with innovative solutions.

        7. Collaboration: Product designers often work in teams, and as such, the ability to collaborate effectively with others is critical. This involves being able to communicate effectively, listen actively, and work towards a shared vision.

        These skills are essential for creating products that are intuitive, user-friendly, and visually appealing while ensuring that everyone is working towards the same goal.
        Photos are courtesy of Rustam Ahmetsafin (Рустам Ахметсафин). "Recycling Art Sculptures Made from Auto Parts and Scrap Metal"