Passion Project
PROJECT OVERVIEW
Onward is a driverless car company which serves as a 24/7 personal taxi service to the public from the click of a button. Customers can book a ride from the app and the car will arrive in minutes, without a driver - making Onward a more reliable, efficient and readily available service. Onward is only based in cities, meaning their target audience is mainly college students and workers living a fast paced life, with limited time for life’s daily pains - such as waiting for a taxi.
MY GOALS FOR THE BRANDING
Appeals to a young target market of busy professionals.
Conveys a fast and reliable service.
MY GOALS FOR THE APP
Make it clear this is a driverless car service with no human interaction.
Express this is more reliable than a general taxi service.
Convey this is a quick and effective service.
The Branding
Competitive Analysis
User Personas
ON|OFF BUTTONS ON BRAND
VIEW PREVIOUS JOURNEYS
The user can view their previous journey’s, which makes booking quicker if they are repeating a past journey, or their past locations will appear in the location drop down menus when booking.
Before the user confirms the booking, the price is revealed, which is automatically charged to their card once they have confirmed; saving the user the time of inputting their payment details. The whole user journey, from opening the app to confirming the booking, takes less than a minute, depending if the user has saved their locations to their account. Users can add and remove locations in account settings.
SAFETY
For safety, I added the car confirmation feature, which includes the model and reg plate of the car, so the user knows exactly which car to get into.
COMFORT
For comfort, I added personalised features; the user can adjust the inside temperature of the car, open and close the windows and play their own music through the car’s speakers all from the app.
Once the user has confirmed their booking, the homepage reveals the location of the car, estimated arrival time and the personalised features.
