iWay is an innovative concept in transportation apps - a new generation communitive taxi service. The service enables the passenger to book a seat in a luxurious 5 seats taxi and travel around the city in predefined routes that change over time according to demand.
It’s all about timing, right?
This project definitely was. Most of the user experience in this app was getting from point A to point B on time: calculating the correct route, getting on at the right place at the right time, while including delays and cancellations. The driver needed to pick up several passengers, get them to their location and pick up more along the way. The passenger needed to know when and where they were going and how they were getting there, along a complex taxi route.
Splitting the journey into a sequence was a great way to simplify the route for the passenger and give better orientation.
At every step of the way, the passenger needed to know where they were and how to get to where they needed to be. Splitting the way into a sequence of walk>taxi>walk units made it easier for them.
The brand was fresh and new, and we got to create it in it’s entirety, including the logotype. The letters needed to be simple and easily read from across a distance - as it was meant to be located on the side of the taxi as well as in the app.
We created unique illustrations and icons to go with branding. Strong colors and clean vector shapes to give it a unique approach.