RIDESHARE
MOBILE APP
ROXI
Roxi is a transportation concept for an autonomous ride-sharing service, featuring a mobile app and a vehicle. The system synchronizes hardware and software product design to provide a user experience with personalization, information transparent, security, and usability.
I collaborated on user research, UX, and UI design for the app, and independently designed the automobile.
TIMELINE
2 Months
Fall 2021
TEAM
Product Designers
UX Researchers
Industrial Designer
MY ROLE
Product Designers
UX Researchers
Industrial Designer
TOOLS
Figma
FigJam
PROBLEM STATEMENT
With self-driving ride-share vehicles on the horizon, how can user interaction evolve beyond current ride-share apps to deliver a more seamless and optimized user experience?
BACKGROUND
The global ride-sharing market has experienced an increase from $85.8 billion in 2021 to $185.1 billion by 2026, at a CAGR of 16.6%.​
The global EV market is expanding rapidly. In 2024, global electric vehicle sales surged by 25%, reaching 17.1 million units.
The autonomous vehicle market is projected to grow from $1,921.1 billion in 2023 to $13,632.4 billion by 2030, exhibiting a CAGR of 32.3%.​
DESIGN OPPORTUNITY
How can we enhance the user experience of autonomous ride-sharing services by seamlessly integrating hardware and software?
FINAL SOLUTION
DESIGN FEATURES
FUNDAMENTAL FEATURES
​The main page features a simple user interface, ensuring ease of use and high usability. Three primary functions—music playback, settings, and an AI-driven Q&A—ensure a safe and enjoyable ride.​
LIGHT INDICATOR
Upon arrival, the led light around the car will display a color that matches the indicator on the mobile app. ​
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EMERGENCY
Before or during the trip, there is an emergency button on the screen, and you can always call about unexpected incidents.
PERSONALIZATION
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Whether you are waiting for the car or already aboard, you can choose the music, control the temperature, or adjust the seat. You can stay in your comfort zone the whole time, just like owning your own vehicle.
AI Q&A
The AI Q&A feature addresses user concerns by providing clear explanations of autonomous vehicle behaviors, thereby building trust in the technology.​
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FEEDBACK
After each trip, our customers are welcomed to fill out a feedback survey. We are always glad to hear the responses. Customers can also let us know if anything in the car needs to be noticed, such as a dirty floor or a malfunctioning AC.
RESEARCH
USER RESEARCH
8 Interviews were conducted to learn insights of users' experience and opinions about autonomous vehicles and ride-sharing services.
27 surveys were completed to gain a general perspective of how users foresee self-driving cars and ride-sharing services in the future.
2 On-site visits at dealers were conducted to have an understanding of possibilities and limitations of autonomous vehicles.
PERSONAS
After interviewing potential customers, we summarized the findings into three personas with different demographic and cultural backgrounds. They show a variety of interests in this new market, and we need to further analyze their opinions to find our design opportunities.
EMPATHY MAP & MARKET ANALYSIS
From the empathy map, it is learned that many users are not trusting the self-driving technology yet, but will rely on government regulations when it comes to safety issues.
Learning from our competitors in the self-driving industry, we analyzed their business model based on the ten types of innovations. After observing what they are doing, we are more comfortable being innovative with our own services.
AS-IS JOURNEY MAP
This is a journey map of the current mobile taxi services with our personas, and we discovered multiple pain points. By making our taxi service a self-driving experience, we inherently have advantages over current services in privacy and safety aspects.
TO-BE JOURNEY MAP
The core of this journey map is making the trip user-centered. We are using key touch points of online help to ensure the ongoing process while eliminating unwanted social interactions with drivers. The design of the vehicle coresponds to the user experience.
BUSINESS MODEL
Shift from high to low touch:
Less awkwardness from interaction, but offers key touchpoints
Shift from low to high tech:
Less labor-intensive leads to a boost in revenue
DESIGN GOAL
PERSONALIZATION
Tailoring the vehicle's environment to individual preferences for a customized experience.​
TRUST & SATISFACTION
Enhancing transparency by providing real-time updates on vehicle status to boost user confidence.​
SECURITY
Implementing features like matching car light and phone display colors to ensure passenger safety.​
USABILITY
Ensuring a seamless and intuitive process from booking the ride to exiting the vehicle.​
TRANSPORTATION DESIGN
IDEATIONS
DYNAMIC INTERIOR SPACE
DINING SPACE
When the vehicle is in motion or parked, the interior can transform into a private dining space. Activating "dining mode" enables the car to operate with enhanced smoothness, minimizing movement and creating a calm, stable environment for an enjoyable dining experience.
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WORKING STUDIO
The environment can also be used to hold professional work, meeting, or conversations, allowing time on the road to be better utilized.​ The tinted window provides privacy to the passengers.
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EMERGENCY DRIVING
Whether occupants prefer to drive themselves for greater confidence or to reduce motion sickness, they have the option to take control of the steering wheel. In this mode, both seats face forward, just like in a traditional car.
3D Design
This electric, autonomous ride-sharing vehicle is designed with a compact exterior to enhance agility and maneuverability in urban environments, while maximizing interior space for passenger comfort.
Its clean, minimal form features smooth surfaces, a panoramic glass roof, and large windows that create an open, airy cabin experience. A continuous front light strip signals its modern, driverless identity, and the overall aesthetic emphasizes functionality and approachability.
MOBILE APP DESIGN
WIREFRAME & USER TESTING
“Make sure to have license plate of the car, so you can double confirm it’s the right car.”
“Keep car locked until you get close. Add button to unlock it from the app.”
“Button to flash the light on the car to make sure that’s the exact car.”
“add 911/emergency button.”
“have a way of explaining/knowing what the call button is for and how to use it.”
“like that it’s sequential and straightforward. Streamlined.”
