Smart Limo was a San Francisco based limo company who wants to stand out from the crowd. In 2012 they decided to invest and improve the way they do business. Their goal was to provide a better, more convenient and affordable luxury transportation experience to the user.
The project had three stages: Logo & brand Identity, website and app (IOS and Android).
The biggest challenge was to create an app (IOS and Android) to provide a unique, easy to use and enjoyable experience for the user.
The initial phase began with a discussion of our assumptions and challenging what we believed we knew about limo service and its users. Each of us then set about learning all we could on different urban transportation needs, gathering information on San Francisco neighborhoods and identifying types of people we could learn from, which we then used to craft an interview guide.
I scheduled a few days in San Francisco, where I met and spoke with local residents, couples, business people, senior citizens, soccer moms and regular people.
I created personas to produce scenarios before continuing with the app design. These deliverables help to keep the focus on the user during the design process.
My proposed solution was an elegant and efficient mobile limo experience, offering lower cost fares compared to regular limo services and total user control.
I created low-fidelity wireframes. This was a quick and effective way of mapping out the app navigation and the new website's structure.
The final stage of our design challenge was to produce a functional prototype which would allow us both to demonstrate the service, and get some user feedback. Together we conceptualized a mobile app that would make the service accessible to residents, considered what content would be relevant and useful, and worked on the information architecture.