DATE:
October, 2022
ABOUT THE PROJECT
This project was developed in the context of a User-Centered Design training program, with the main challenge of redesigning an existing application. Over the course of several months, the project went through a research and analysis process that included various methodological tools. The data and decisions presented below are the result of that journey.
Journeys is a design system created for digital products in the tourism industry. The main goal of this project was to design and develop a visual foundation that ensured consistency and scalability across different digital products. The system was conceived to support two different brands, each with its own visual identity, while maintaining coherence without sacrificing flexibility.
DATE:
March, 2025
ROL:
Design System Specialist
ABOUT SHE TAXI
ABOUT SHE TAXI
She Taxi is a transportation app that connects female passengers with female drivers, created with the aim of offering a safer and more reliable taxi service. The app operates in the city of Rosario and emerged as an alternative designed especially for women, prioritizing peace of mind, trust, and the overall travel experience.
She Taxi is a transportation app that connects female passengers with female drivers, created with the aim of offering a safer and more reliable taxi service. The app operates in the city of Rosario and emerged as an alternative designed especially for women, prioritizing peace of mind, trust, and the overall travel experience.
GOALS
GOALS
Although She Taxi is a relatively recent project, the application presents navigation and usability issues that hinder the user experience. The objective of this work is to understand the needs and motivations that lead users to use the app, as well as the difficulties they encounter while using it. The goal is to achieve a redesign aligned with users’ objectives in order to provide a more intuitive and satisfying experience.
Although She Taxi is a relatively recent project, the application presents navigation and usability issues that hinder the user experience. The objective of this work is to understand the needs and motivations that lead users to use the app, as well as the difficulties they encounter while using it. The goal is to achieve a redesign aligned with users’ objectives in order to provide a more intuitive and satisfying experience.
User research
User research
User research
INTERVIEWS
INTERVIEWS
For this stage, in-depth semi-structured interviews were conducted with various users. The goal was to understand the contexts and situations in which the app is used, identify users’ experiences and difficulties, and uncover unmet needs.
Interviewee profile:
Men and women between 17 and 50 years old who live in the city of Rosario and are active users of the application.
Para esta etapa se llevaron a cabo entrevistas en profundidad semiestructuradas a diferentes usuarios. El objetivo fue conocer los contextos y situaciones donde se utiliza la app, identificar las experiencias y dificultades de los usuarios, además de identificar necesidades que no son cubiertas.
Perfil entrevistados: Hombres o mujeres de entre 17 y 50 años que viven en la ciudad de Rosario, y son usuarios activos de la aplicación.
JOURNEY MAP
JOURNEY MAP
Based on the information gathered from the interviews, a Journey Map was created to identify pain points in the user experience.
This tool made it possible to systematically visualize users’ interactions with the application, highlighting moments of friction and opportunities for improvement.
From this analysis, the main pain points in the user experience were identified, along with potential areas for enhancement. These insights help to better understand the obstacles users face when interacting with the app and serve as a foundation for proposing design solutions.
A partir de la información recolectada en las entrevistas, se planteó un Journey Map con el objetivo de identificar los puntos de dolor en la experiencia del usuario.
Esta herramienta permitió visualizar de manera estructurada las interacciones de las usuarias con la aplicación, detectando momentos de fricción y oportunidades de mejora.
A partir de este análisis, se identificaron los principales puntos de dolor en la experiencia de las usuarias, así como oportunidades de mejora. Estos hallazgos permiten comprender mejor los obstáculos que enfrentan las usuarias al interactuar con la aplicación y sirven como base para proponer soluciones de diseño.
Information Architecture
Information Architecture
Information Architecture
ORGANIZE THE CONTENT
ORGANIZE THE CONTENT
Once the information was gathered and analyzed, the next step was to organize and structure the application’s content. To do this, an information architecture was developed to arrange elements in a coherent way and aligned with users’ needs.
As part of this process, card sorting and tree testing activities were conducted—tools that helped validate the proposed organization and identify improvements in navigation and overall understanding of the app.
Una vez recopilada y analizada la información, se avanzó a la etapa de ordenar y estructurar los contenidos de la aplicación. Para esto, se planteó una arquitectura de la información que permitiera organizar los elementos de manera coherente y alineada con las necesidades de las usuarias.
Como parte de este proceso, se llevaron a cabo actividades de card sorting y tree testing, herramientas que ayudaron a validar la organización propuesta y a identificar mejoras en la navegación y la comprensión de la app.
Navegation
Navegation
Navegation
DEFINE THE FLOWS
DEFINE THE FLOWS
During the stage of defining navigation and task flows, the focus was on understanding and designing the paths users need to take to achieve their goals within the application.
To do this, task flows and wireflows were developed—tools that allowed for a step-by-step visualization of the actions required for each task, helped identify potential points of friction, and ensured a smoother, clearer, and more intuitive user experience within the app.
En la etapa de definición de la navegación y los flujos de tareas, se trabajó en comprender y diseñar los recorridos que las usuarias deben realizar para cumplir sus objetivos dentro de la aplicación.
Para ello, se desarrollaron task flows y wireflows, herramientas que permitieron visualizar paso a paso las acciones necesarias en cada tarea, identificar posibles fricciones y asegurar una experiencia más fluida, clara e intuitiva durante el uso de la app.
Interface design
RE-DESIGN
RE-DESIGN
Once the research was completed, the information architecture defined, and the task flows established, work began on the wireframes. Initially, low-fidelity wireframes were created to explore and validate the structure and layout of the content.
Through successive iterations, the process progressed to higher-fidelity prototypes, which allowed for refining the experience and moving closer to the final solution for the redesign.
Una vez finalizada la investigación, definida la arquitectura de la información y establecidos los flujos de las diferentes tareas, se comenzó a trabajar en los wireframes. En una primera instancia, se desarrollaron wireframes de baja fidelidad con el objetivo de explorar y validar la estructura y disposición de los contenidos.
A partir de sucesivas iteraciones, se avanzó hacia prototipos de mayor fidelidad, que permitieron refinar la experiencia y acercarse a la solución final del rediseño.
Get in touch
mail: ruizrocio.e@gmail.com
Get in touch
mail: ruizrocio.e@gmail.com