Startup to Corporate Leader
Designing for low literacy, high stress, and 20-second decision windows — A comprehensive redesign of the driver trip acceptance experience.
The Driver's Dilemma
For a cab driver, every second counts. The legacy driver app was cluttered, hard to read in sunlight, and prone to accidental rejections. We needed to redesign the core acceptance flow to be accessible, intuitive, and error-proof.
28 Months
2015 - 2018
Lead UX Designer
UX Research, UI Design
Driver Efficiency
Reduce Missed Trips
-35% Rejections
Due to UI Errors
The Challenge
Drivers operate in high-stress environments: noisy traffic, bright sunlight, and constant movement. The legacy app failed to account for these conditions, resulting in a high rate of accidental rejections and missed opportunities due to poor legibility and small touch targets.
My Contribution
I conducted "ride-along" research with cab drivers to understand their physical and cognitive load. I led the redesign of the driver app, focusing on accessibility, information architecture, and haptic feedback to create a safer, more efficient experience.
The Problem
The legacy driver app was built for ideal conditions, not the chaotic reality of the road. Small buttons and poor contrast led to a high rate of accidental rejections.
"Fat Finger" Errors
Buttons were too close, causing accidental rejections.
15% accidental rejection ratePoor Legibility
Low contrast text was unreadable in direct sunlight.
High eye strainInformation Overload
Too much data obscured the critical pickup location.
Delayed decisionsTrust Issues
Unclear earnings info made drivers hesitant to accept.
Low trustTask
The Strategic Mission. Drivers have only 20 seconds to accept a trip. Our goal was market dominance through superior driver retention. We needed to make the acceptance decision effortless and error-free, even in direct sunlight and heavy traffic.
Leadership & Mentorship. I mentored 2 junior designers through this project, teaching them field research techniques. I also collaborated directly with the VP of Operations to align our UX strategy with the company's aggressive growth targets.
Research & Discovery
Strategic Research. We needed to understand why drivers were churning. The answer wasn't in the analytics dashboard; it was in the cab. We conducted "ride-along" research to observe drivers in their natural environment, uncovering issues that were invisible in the office.
Field Observations
20 Ride-alongs
Observing drivers in real-world conditions (traffic, rain, night).
Key Insights:
- Sunlight glare makes grey text invisible
- Bumpy roads cause "fat finger" errors
- Audio alerts missed in noisy traffic
Legibility Testing
Sunlight Tests
Testing UI elements in direct sunlight and low-light conditions.
Key Insights:
- Font sizes < 14px are unreadable
- Red/Green buttons problematic for color blind
- High contrast mode is essential
Driver Interviews
50 Drivers
One-on-one sessions to understand cognitive load and priorities.
Key Insights:
- "I just want to see the money first"
- "The map is too small to see pickup"
- Fear of penalties for accidental rejects
Usability Testing
30 Sessions
Moderated and unmoderated testing of existing and prototype flows
Key Insights:
- 5-tap average to complete ride
- Poor affordance on key CTAs
- Language switching issues
Competitive Analysis
12 Platforms
Studied regional and global super apps to identify best practices
Key Insights:
- Grab & Gojek patterns familiar
- Need local customization
- Service bundling matters
Heuristic Evaluation
10 Principles
Expert review against established usability heuristics
Key Insights:
- Violated consistency standards
- Poor error prevention
- Weak visual hierarchy
User Personas Developed
The Veteran
Age 52 • Full-time
Low tech literacy, eyesight issues. Needs big buttons, clear voice prompts, and simple flows.
The Hustler
Age 28 • Full-time
Maximizes earnings, fast decision maker. Needs quick info scanning (Price, Distance) to accept profitable trips.
The Part-Timer
Age 24 • Student
Drives on weekends. Needs guidance, safety features, and reassurance on earnings.
Testing & Validation
Usability Metrics
Iteration Progress
Testing Phases & Findings
Paper Prototypes
15 drivers (in-car)
Alpha Testing
50 drivers (simulated)
Beta Launch
100 drivers (live)
Validation Outcome
Through systematic testing and iteration, we achieved a 52% improvement in overall usability scores and reduced task completion time by 45%.
Task Success Rate
User Satisfaction
Error Reduction
Design Iteration Process
Each iteration was driven by user feedback and testing results, demonstrating a commitment to user-centered design.
Initial Design
The beginning
Key Issues
- Hard to read (Uppercase text)
- Color blindness issues (Red/Green)
- Unreadable in direct sun exposure
- Shivering fingers (smoking) caused errors
"I keep hitting reject by mistake because the buttons are too close."
Color Intro
Accessibility
Key Changes
- Touch targets 48px+
- High contrast (Sun friendly)
- Color blind safe palette
"Much better. I can see the price even without my glasses."
Tappable Area
Usability
Key Changes
- "Swipe to Accept" gesture
- Fixes shivering finger errors
"It takes longer, but at least I don't lose money on accidental rejects."
Smart Hierarchy
Architecture
Key Changes
- Prioritized Earnings/Distance
- Simplified view (Safe for driving)
"I can decide in 2 seconds now. The important stuff is big."
Iteration Principles
Driver Empathy
Designed for their reality
Field Tested
Validated in sunlight/traffic
Safety First
Minimized cognitive load
Rapid Iteration
Weekly release cycles
Final Solution
A comprehensive design transformation that modernized the platform while maintaining accessibility and performance for all user segments.
Design System Pillars
High Contrast UI
Optimized for outdoor visibility and low-end screens.
Touch-First Layout
Minimum 48px touch targets to prevent errors.
Performance First
Optimized for low-end devices and slow networks.
Trust & Clarity
Transparent earnings and penalty warnings.
Localization
Full support for Sinhala, Tamil, and English.
Haptic Feedback
Vibrations for critical alerts and success states.
Key Features
Smart Acceptance Card
Critical info (Earnings, Distance, Payment Type) highlighted for 2-second scanning.
Earnings Dashboard
Real-time earnings tracker to build trust and motivation.
Multi-Service Switching
Seamlessly switch between Rides and Food Delivery during peak hours.
Optimized for the Road
The final design prioritizes readability, one-tap actions, and clear status indicators. It's built to be used safely while driving, with high-contrast elements and minimal cognitive load.
- Earnings Goal Tracker for motivation
- One-tap "Go Online" status toggle
- Smart heatmaps for high-demand areas
- Quick-access safety toolkit
Results & Impact
The design transformation delivered measurable business impact and positioned PickMe as Sri Lanka's leading mobility platform, bringing "Joyful Mobility" to millions.
User Growth Trajectory
Redesign launched in phases between 2020-2023
From 15k to 50k+ active drivers
Up from 3.2, with 50K+ reviews
Avg decision time reduced to 8s
Avg daily earnings increased
30-day retention improved
Ride Hailing App in Sri Lanka
Result
Market Dominance. The transformation paid off. We didn't just survive the competition; we crushed it. We achieved 265% user growth, secured the #1 spot in the App Store, and established PickMe as the region's first true Super App—proving that good design is good business.
Fewer Driver Queries
Clearer UX reduced payment related support tickets
Multi-Service Adoption
Drivers doing both Food & Rides vs 1 previously
Faster Onboarding
Simplified registration flow accelerated activation
Driver Trust
Trust score increased due to transparent earnings
Industry Recognition
Best Super App 2022
Sri Lanka Tech Awards
Design Excellence
Featured in UX Design Publications
Editor's Choice
Google Play Store Feature
Key Learnings & Takeaways
This project taught me invaluable lessons about scaling design, working in high-growth environments, and the power of user-centered iteration.
Empathy Over Assumptions
Sitting in a cab for 8 hours taught me more than 100 hours of lab testing. Designing for the real world means experiencing the real world.
Field Testing is King
Sunlight glare, bumpy roads, and noisy traffic can't be simulated. Field testing revealed critical usability issues that were invisible in the studio.
Accessibility is Universal
Big buttons and high contrast didn't just help older drivers; they helped every driver make faster, safer decisions in high-stress environments.
Ops & Tech Alignment
Collaborating with the Driver Operations team ensured that our designs solved real operational bottlenecks, not just UI problems.
Business Impact & ROI
Measuring success in retention and efficiency.
Reduction in accidental trip rejections due to UI improvements.
Increase in driver retention rate after the app redesign.
Reduction in time required for new drivers to learn the app.