RideXpress: When Good Service Meets Bad Design

A rapid four-week redesign that tackles confusing flows, outdated visuals, and broken trust. Transforming a local cab aggregator's broken website into a mobile-responsive booking experience.

Role: Product Designer Timeline: 4 weeks Tools: Figma, Miro, Notion

The redesigned RideXpress mobile booking experience

Context

I needed to book an airport cab for my dad. The big aggregators like Uber and Ola came with surge pricing, last-minute cancellations, and cramped cars. My mum suggested finding a local operator.

The local service was great. The website was not. Fifteen minutes later I was still lost, pop-ups frozen, icons dead, and the designer in me crying.

What Was Broken

Frozen popups and hidden pricing killed trust

The login popup would hang and refuse to close. Dead icons that did nothing. A booking flow that buried pricing until the very end.

Travellers with only inflight Wi-Fi had no way to book quickly. They were forced back to expensive aggregators or risk booking too early.

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Why This Mattered

This was not just a visual problem. Every broken interaction was a lost customer.

7 min

average booking time before redesign

42%

drop-off rate after login screen

15+

critical UX issues identified in audit

The old interface had mismatched icons (dog paw for tracking?), missing car imagery, and no clear path to confirm a booking.

Interactive Comparison

From broken interactions to seamless flow

Pain Points

Dead icons that did nothing
Pricing hidden until the end
Outdated template design

Improvements

Clear calls to action
Transparent pricing upfront
Modern, trustworthy UI

The Reframe

Mobile-first. Fast. Transparent.

No native app. The website itself became the product — every screen redrawn for a phone before it was drawn for a desktop.

The full wireframe sheet, drawn at phone width first. Every screen in the booking path is here before any visual design was applied.

What We Fixed

Transparent pricing and zero friction

A streamlined six-step booking flow with live pricing visible at every stage. Clear vehicle options with real car photos. Complete booking directly on the mobile website. No app download required.

Simple, fast, and works on any device. Zero friction.

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Complete Experience

Beyond the booking flow, every page was redesigned for clarity and trust.

About Us

From cluttered text blocks to clean, scannable sections

Profile

New user dashboard with booking history and quick actions

Packages

Find affordable packages for top destinations with search and filters

User Flow

Two paths through the site, and where they meet

Booking path

Onboarding First visit
Home page
Enter pick & drop Location
Select car Live pricing shown
Confirm travel details Login or signup happens here
Confirm reservation
Booking confirmed

Browse path

Navbar Available from every page
Services
- Outstation taxiPackages page
- Airport taxiBook taxi
- Local taxiBook taxi
About us
Contact us

Booking from any ride type rejoins the booking path at pick & drop.

Color

Text

Copy Headings #000000
Copy Body copy #202B36
Copy Accent text #DB9710

Surface

Copy Primary action #FFD700
Copy Page ground #FAEADD(100%)
Copy Cards & fields #FFFFFF

Projected Impact

Based on heuristic evaluation and simulated user testing, the redesigned flow shows significant improvements across all key metrics.

2.5 min

new average booking time

projected drop-off rate

90/100

mobile usability score

*Metrics based on AI-assisted heuristic evaluation. Production validation pending.

Reflections

Sometimes the best solution is fixing what's broken.

Instead of building a costly native app, a mobile-responsive redesign addressed all the core issues. Users got a fast, transparent booking flow that works on any device.

The lesson: solve the real problem first. Good service deserves good design, even on the web.