Kummute App – Seamless Cross Border Taxi Booking

Designing a mobile booking experience that makes licensed cross-border travel between Singapore and West Malaysia safe, transparent, and effortless, ensuring reliable drivers and smooth, worry free journeys for every passenger

Role

Senior UX/UI Designer

Role

Senior UX/UI Designer

Role

Senior UX/UI Designer

Industry

Transportation

Industry

Transportation

Industry

Transportation

Duration

4 months

Duration

4 months

Duration

4 months

Stage 1 – Market Research & Analysis

Goal:
Understand the needs of travelers moving between Singapore and West Malaysia and pinpoint gaps in existing ride-hailing and taxi services.
Activities:
- Competitor benchmarking of regional ride-hailing platforms and government-licensed taxi services.
- Surveys and interviews with daily commuters, weekend travelers, and tourists to uncover pain points such as unclear pricing, lack of safety assurance, and confusing booking steps.
Insights:
- Safety and legality were top concerns—users wanted licensed, insured drivers.
- Many travelers found it difficult to compare pick-up/drop-off options or track their ride across the border.
- Pricing transparency and 24/7 availability were key factors influencing trust and adoption.

Stage 2 – Concept Development & User Flow Design

Vision: Provide a trust-first, friction-free booking experience for licensed cross-border taxis.
Personas: Created three core personas—daily commuters, occasional family travelers, and tourists—to guide priorities.
User Flows:
- Pick-up & Drop-off selection (Singapore ↔ West Malaysia).
- Quick verification & booking confirmation.
- Real-time tracking from start to destination.
Designed a three-step flow—Select → Verify & Confirm → Track & Travel—keeping interactions minimal and intuitive.

Stage 3 – UI Design & Prototyping

Wireframing: Sketched and tested low-fidelity layouts emphasizing hierarchy of actions: location selection, service highlights, and “Book” CTA.
High-Fidelity Prototypes: Built in Figma using a fresh teal primary palette to distinguish this service from other transport apps and convey reliability.
Key Visual Decisions:
- Card-based sections for “Pick-up & Drop-off Locations” clearly separating Singapore and West Malaysia routes.
- Prominent trust markers—Safe & Secure and 24/7 Service—with concise icons.
- A bold bottom-anchored Book a CB Taxi button for clear call-to-action.
Created an interactive prototype to demonstrate real-time transitions, micro-animations, and error states.

Stage 1 – Market Research & Analysis

Goal:
Understand the needs of travelers moving between Singapore and West Malaysia and pinpoint gaps in existing ride-hailing and taxi services.
Activities:
- Competitor benchmarking of regional ride-hailing platforms and government-licensed taxi services.
- Surveys and interviews with daily commuters, weekend travelers, and tourists to uncover pain points such as unclear pricing, lack of safety assurance, and confusing booking steps.
Insights:
- Safety and legality were top concerns—users wanted licensed, insured drivers.
- Many travelers found it difficult to compare pick-up/drop-off options or track their ride across the border.
- Pricing transparency and 24/7 availability were key factors influencing trust and adoption.

Stage 2 – Concept Development & User Flow Design

Vision: Provide a trust-first, friction-free booking experience for licensed cross-border taxis.
Personas: Created three core personas—daily commuters, occasional family travelers, and tourists—to guide priorities.
User Flows:
- Pick-up & Drop-off selection (Singapore ↔ West Malaysia).
- Quick verification & booking confirmation.
- Real-time tracking from start to destination.
Designed a three-step flow—Select → Verify & Confirm → Track & Travel—keeping interactions minimal and intuitive.

Stage 3 – UI Design & Prototyping

Wireframing: Sketched and tested low-fidelity layouts emphasizing hierarchy of actions: location selection, service highlights, and “Book” CTA.
High-Fidelity Prototypes: Built in Figma using a fresh teal primary palette to distinguish this service from other transport apps and convey reliability.
Key Visual Decisions:
- Card-based sections for “Pick-up & Drop-off Locations” clearly separating Singapore and West Malaysia routes.
- Prominent trust markers—Safe & Secure and 24/7 Service—with concise icons.
- A bold bottom-anchored Book a CB Taxi button for clear call-to-action.
Created an interactive prototype to demonstrate real-time transitions, micro-animations, and error states.

Stage 4 – User Testing & Iteration

Conducted five remote usability sessions and three in-person tests with commuters and tourists.
Findings:
- Users appreciated the simplicity but wanted more clarity on peak-period pricing and travel times.
- Some participants suggested stronger emphasis on licensing and insurance details for reassurance.
Iterations Implemented:
- Enlarged and repositioned safety icons and copy for better visibility.
- Added a subtle note beneath the CTA—“Do cater for extra travelling time during peak period.”
- Refined typography and spacing for better readability on small screens.

Stage 5 – Final Presentation & Handoff

Compiled a comprehensive design report detailing research insights, persona development, user flows, wireframes, and final UI.
Delivered a component-based design system and redlines in Figma for developer handoff.
Partnered with engineering during QA to maintain pixel-perfect fidelity and optimal performance across Android and iOS.

a pair of cell phones on a concrete block

a cell phone with a yellow rectangular screen

Outcomes

Increased User Confidence: Post-launch analytics and pilot feedback showed a measurable rise in bookings attributed to improved trust indicators (licensed & insured drivers, safety messaging).
Streamlined Booking Flow: Average booking completion time decreased significantly compared to early prototypes.
Positive Reception: Test users praised the clean layout and clarity of pick-up/drop-off information.

Reflections

This project underscored the power of user-centered design in regulated transportation. By grounding every decision in research and iterative testing, we created a booking experience that feels safe, transparent, and effortless.
I strengthened my skills in market analysis, multi-stakeholder collaboration, and building a trust-first design system—key competencies for high-stakes mobility products.

Outcomes

Increased User Confidence: Post-launch analytics and pilot feedback showed a measurable rise in bookings attributed to improved trust indicators (licensed & insured drivers, safety messaging).
Streamlined Booking Flow: Average booking completion time decreased significantly compared to early prototypes.
Positive Reception: Test users praised the clean layout and clarity of pick-up/drop-off information.

Reflections

Other projects

Strategic Corporate Brand Identity

Flash Accountant is a financial consulting firm that provides comprehensive accounting, audit, and corporate services. The client sought a refined brand identity system that communicated trust, clarity, and innovation

Homeowner Listing Management – Pinhome App

Mobile feature that lets Indonesian homeowners quickly list and verify properties, with smart pricing tips and real-time buyer chat for a fast, trusted selling experience.

Lugo Channels, Groups & Bots Redesign

A streamlined, intuitive messaging hub that makes discovering channels, joining groups, and engaging with bots simple, seamless, trustworthy, and enjoyable every day