Kabbee is minicab price comparison and booking app developed to make life easier for Londoners. Kabbee offers a range of options for cab transport in an industry that had previously been limited on choice and competition.
Focused on improving and simplifying the booking journey, I went about redesigning their entire product suite, including their iPhone, Android and Windows Mobile apps. This redesign resulted in Kabbee being declared Best App at the UK Mobile & App Design Awards and led to a large increase in bookings and registrations.
The Kabbee app had been through various incarnations in a short space of time that were all visually very different. None of these versions had addressed the fundamental user experience problems that persisted in each. Going into this project I knew I wanted to tackle the key issue identified from customer feedback and not just simply give it a fresh coat of paint.
The core issues identified were not surprising. Users felt there too much going on and it confused them through the booking process. Kabbee prides itself on cab choice, this means users were presented with a wide range of options from the onset, including cab type, size, rating, passengers and baggage space required. The challenge for this project was to thoroughly understand the average user journey and ensure they had access to the options only when they need and in an non-distracting manner. Improving these points would allow users to get home quickly, cheapily and stress free.
Kabbee is a young startup so lean research methods were used to understand the user journey and pain points. I was involved in the creation and sending of a survey to understand behaviours, these results were paired with additional feedback from interviews and social commentary to develop a full picture and scope for the redesign, including wireframes, journey map and card sorting.
Once comfortable that I understood the user and their individual stories, I worked to design and develop working prototypes, tested them with users and paired with the development team to produce a live style guide and roll out the updates across the app suite in an agile environment.
Once I had established a solid look and feel for the app (and the brand more broadly), I worked on variations of the cab options and fare displays. The final result was a simple slider for cab size and hiding the non-essential options in a sub level button. This left room for live quotes to display above the map upon entering a destination address and added a required degree of interactiveness and motion to the app.
Research also showed that the majority of Kabbee users used the app to get home from a night out, meaning users weren’t as interested in sorting through options as initially thought. I developed a feature called ‘Take Me Home’ which was integrated into all Kabbee apps. The ‘Take Me Home’ button is a simple tap that ordered a cab to take them to the pre-set home address, this was a success and resulted in increased evening bookings.
Kabbee has since been downloaded 600,000 times and transported over 250,000 passengers on 1.75 million journeys.