SheTaxis is a New York-based, female exclusive, iOS app that allows female passengers to request a taxi service from female drivers belonging to affiliated bases. The drivers will be recognized by wearing pink pashminas. Together with a developer and another designer, we were tasked with designing a website with a dedicated landing page for users to sign up and/or become a driver for SheTaxis.

Design Brief

Design a responsive website to legitimize the SheTaxis brand. The website should provide users with a way to sign up and/or become a driver for SheTaxis as well as provide information and answer questions.

Goal and Expected Outcomes

I took the design brief and translated it into workable design goals and outcomes for the website.

1. Build user confidence by clearly articulating key benefits, backed by easy-to-digest proof points. (in this instance, press coverage)

2. Streamline the content and design to focus on a clear call-to-action (in this instance, to sign up and/or become a driver for SheTaxis, as well as download the app).

3. Remove friction at every step. Ask for the minimum amount of information, and reduce the number of fields, extra clicks and page-loading time.

4. Create an enticing hook, an itch that can only be scratched by completing the registration step.

Target Audience

Drivers– Women of legal driving age, living in New York City, Long Island and New York’s Westchester County can become drivers for SheTaxis. High School education, Some college.

Riders Exclusively female, between the ages of 12-70. Varying in education levels.

30 in-context interviews were conducted with a wide
demographic of the targeted audience(s).
This gave insight into each target audiences’ behaviors, motivations, and attitudes. Similar respondents were then grouped together to define each user type. From there, another round of research was launched that was done according to the behavior and motivation criteria that represented each user type, rather than by the
demographic criteria used in the first round. This round recruited only 5 respondents from each target audience of driver and rider. This second round was important
because it validated the target audience personas
regardless of initial demographic information.

Site Map
Home and Navigation
A/B Testing

Using Optimizely, I set up an A/B test pitting each of the proposed button designs against each other.  A click goal on both buttons was to measure the number of sign-ups that each button design yielded.

After exposing the test to just over 100 visitors, a statistically significant winner emerged, and the uncertainty was resolved with data.

Complete Site