The problem
I studied the ride-tech market: I analyzed the revenue, audience, geographical presence, and scooter fleet of players such as Yandex Go, Whoosh, and Urent. I identified the main pain points for users, such as the complexity of route planning, lack of transparency in pricing, and inconvenient subscription management. I also analyzed the visual and UX patterns of the VK ecosystem to integrate them into the design.
The goal was to develop a competitive ride-sharing service for people who cannot solve their mobility problems using traditional methods or want to try a different solution. The project was implemented within a month, without any restrictions on guidelines or technical frameworks, which allowed us to focus on UX and visual components.
We are working
I began by analyzing competitors to identify their strengths and weaknesses. Then I formulated the project objectives, focusing on the needs of the target audience. I developed more than 50 screens, including the home page, subscription screen, trips, and subscription management. I paid particular attention to visual design and intuitive user experience.
Key decisions
The main screen allows users to quickly build a route to their intended destination and also provides the option to manually enter a route via the search bar.
The subscription screen highlights all the benefits, with an emphasis on visual design, which is important because subscriptions generate a significant portion of revenue.
On the trip start screen, users immediately see the cost of the selected route and a notification about the deposit being debited, to avoid unnecessary questions.
When a subscription is active, users are shown the benefits of it, especially when they are considering canceling their subscription.
When attempting to cancel a subscription, a dark pattern similar to that used in Yandex Plus is used: before cancellation, the benefits that the user will lose are shown, and an alternative is offered — a temporary freeze of the subscription.
Results
As part of the project, I designed over 50 screens, focusing on creating a convenient and intuitive user experience that sets this service apart from its competitors.
THANKS FOR WATCHING
pavel@dovnar.ru