View trip page


The problem.

  • The original feature was designed and developed three years ago

  • It had yet to be updated in any way

  • It was developed by one of our cofounders, who had no formal background in front-end development and learned on the fly

  • It was the final step before a user would book a seat, but had only a 2% conversion rate which we believe could be drastically improved


The Goal.

To clearly communicate the details of our trips to our users



  • 6-week cycle for design

  • 6-week cycle for development

  • Only 1 junior developer


UX Prototype.


User testing results.

Results from user testing were really fantastic. I was nervous about the usability of the icons and hiding important information under a click, but users really liked having it handy and not having to go to different places on the site to locate it.

But it also unearthed some very glaring issues that I just hadn't seen coming. The biggest one being that people had no idea we worked with buses. A lot of guesses for ride sharing or even limo's, but only one even guessed buses. It was something I hadn't even thought about, which just goes to show how important user testing is.

Next step was starting to put together the desktop wireframes. Our users are >65% mobile, so we wanted to utilize mobile first design on our web projects.


desktop translation.


mobile UI.

iPhone 7 04 Angle 33.jpg

I had established a web design pattern when I had redone the informational web pages several months before this, so this was just the process of merging that design with the approved wireframes. I needed to design the new elements, while making sure the layout still flowed well. Utilizing a lot of white space with pops of our brand colors, and other brand shades, was my plan to keep everything easy to understand.


Desktop UI.

MacBook Pro 01.jpg


  • Our entire focus had been on making the process as easy as possible

  • Conversion went up over 50% from 2% to 3.25%

  • Customer service tickets including chat, email & phone went down from 65% to 25%

  • We have have a company wide OKR of 20,000 seats filled by end of year, and this is just the first step towards that end of year goal