Fly Taxi
Hong Kong's largest taxi-hailing app serving 80,000+ drivers
Branding, Marketing, Mobile, Website
My Role
- UX/UI design and layout for both User and Driver mobile apps
- Designed app store submission materials (screenshots, icons, descriptions)
- Created marketing assets including promo videos, taxi wrap advertisements, booth displays, and various offline materials
- Challenge
We needed to balance the needs of a two-sided marketplace: frictionless booking for passengers and low-effort workflows for drivers, all while handling real-time state changes (searching, matching, en-route, pickup, drop-off) and minimizing cancellations. Consistency across iOS/Android, compliance with store guidelines, and aligning product UX with aggressive go-to-market timelines added complexity.
- Solution
I established a shared design system and end-to-end task flows that mirrored real-world taxi operations, reducing taps and decision points for both sides. Driver UI emphasized glanceability and single-hand use in motion; the passenger app clarified ETA, driver identity, pickup instructions, and fare transparency to build trust. Interactive prototypes, store-ready screenshots/icons/descriptions, and a QA checklist bridged product, engineering, and marketing to ensure smooth releases and campaign readiness.
- Impact & Results
The unified experience accelerated driver activation and first-trip completion, increased booking conversion through clearer pre-trip states and instructions, and reduced operational friction during peak hours. App store assets improved listing clarity and supported acquisition campaigns, while consistent branding across digital and offline touchpoints strengthened recognition and word-of-mouth.
