I worked as UX / UI Designer at 99taxis in 2017/18. 99taxis was the first Brazilian unicorn and we are also the main competitor of UBER in Brazil. 99 was bought recently by Didi (a Chinese car-hailing company).
The new version of the website aimed to make the site an attractive and informative channel, putting in all the information necessary for drivers, passengers, and companies.
I conducted several interviews with stakeholders from different areas to hear needs, views and strategies for the site. This stage was important to understand the current situation of the site, to understand flows and access to information so that later the qualitative and quantitative data could be crossed with the ones in GA.
The new website was a great opportunity for us to start developing our Design System proposals. We can structure the family of icons, typography and cores. With this we expanded the new standards to other products as well.
There was an alignment with the Brand Experience team mainly in the tone of voice and brand identity, once a new brand guide had been developed. Throughout the creation process we always started with the mobile-first concept, mainly because it was the main part of our access.
Another interesting solution was to create different content depending on its location since the company is present in almost the entire Brazilian territory.
In addition to increasing page navigation time, we also increased the conversion of new drivers by 2%.
This project also showed how important alignment and communication between the areas involved in the project is, from PR, technology, marketing and service.
