Thank You
Transportation
Content Strategy
UX Design
UI Design
Interaction Design
November - January, 2024
2 months
Figma, Lottie
increase from 2.3 → 4.7 / 5
improvement on PageSpeed Insights
after redesign
Kaka Ride needed more than a functional website; they needed one that connected with users. Their old site was usable, but it felt just there. With a tagline like “We bring fun to the ride,” the brand wanted a digital space that was modern, engaging, and as lively as getting into a cab with friends.
The previous experience lacked personality. The visuals were generic, and important calls to action like “Book a Ride” and “Download App” went unnoticed. The challenge was clear but difficult to execute: create a site that was modern, fun, and easy to use while keeping the brand’s playful spirit intact.
I redesigned the website to be clean, modern, and playful, blending simplicity with energy. Subtle motion cues brought the site to life, and the copy used a friendly tone. I restructured the information so users could quickly grasp what Kaka Ride offers and how to take action.
I led the redesign effort. Think of me as the driver, with a great team in the backseat. My approach focused on balancing what users required and the client’s business goals. Here's how i did it:
Before diving into design, I held strategy sessions with stakeholders to understand the brand’s goals, success metrics, preferred look and feel, etc. I also conducted a competitive review and user research to gain a clearer understanding of the ride-hailing space.
I also reviewed the old site, and a few things stood out right away:
These discoveries became the basis of my redesign. They showed me where the gaps were and how to address them.
I established a clear direction: clean, minimalistic, and engaging, with motion and micro-interactions serving as small joys, not distractions. I shared this strategy with stakeholders early on to ensure everyone was on the same page with no surprises later.
I collaborated with the copywriter to develop the site’s information architecture. Rather than designing first and adding content later, we worked together. This allowed us to shape layouts, tone, and headlines in parallel, creating content that flowed naturally with the design, instead of fighting the design.
For users, this meant fewer dead ends and a clearer path. Whether booking a ride or downloading the app, the site gently guides them in the right direction.
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Yet, with each iteration, we dusted ourselves off and learned from our mistakes. It was a process of trial and error, and more coffee than any human should consume in a lifetime. But in the end, the results spoke for themselves.
This was where things came to life:
I began with the homepage and shared it with the client. That’s when we discussed “dark mode.” I wasn’t sure it matched the brand’s tone, but instead of rejecting it outright, I did some user testing.
The result? Light mode prevailed.
The solution? A future light/dark toggle for flexibility.
Once we agreed, I continued designing the inner pages.
-> image of light vs dark mode and user testing
I created micro-interactions in Figma and provided motion specifications to the development team. I worked with them to leverage WordPress' native motion features. This made sure the final build was not just static screenshots but an engaging experience.
The new website feels light, fun, and confident, just like the brand. Clearer flows, stronger CTAs, lively visuals, and motion details make the experience seamless and engaging without becoming chaotic.
It finally delivers on the brand promise: fun in every ride.
User feedback confirmed that the redesign was not only more attractive, but it also performed better. A usability test showed a 100% increase in ease-of-use ratings. On the business side, the client was excited to see how these changes matched their goal of making the brand feel both fun and practical. They even suggested new ideas for future updates. In short, happier users led to a happier client and a stronger brand.
increase from 2.3 → 4.7 / 5
improvement on PageSpeed Insights
after redesign
Ultimately, the Kaka Ride redesign showed how bringing together design, content, and development early creates a smoother process. This leads to a final product that both users and stakeholders appreciate.
