Gotcha's ride app store preview image

Gotcha, Ride. All-electric fleet rideshare for small communities and college campuses.

Branding, Marketing, Art Direction, Naming, UX, UI, Prototyping

Gotcha, Ride. All-electric fleet rideshare for small communities and college campuses.

Branding, Marketing, Art Direction, Naming, UX, UI, Prototyping

Gotcha, Ride. All-electric fleet rideshare for small communities and college campuses.

Branding, Marketing, Art Direction, Naming, UX, UI, Prototyping

Gotcha, Ride. All-electric fleet rideshare for small communities and college campuses.

Branding, Marketing, Art Direction, Naming, UX, UI, Prototyping

The Problem

Gotcha had been a white labled service on college campuses and in a few small markets for 8 years. Their ride share was free to riders and generated revenue from selling ad space on vehcles and city grants for environmently friendly public transportaion. They were repositioning the Gotcha brand and were ready to transition their systems into a rideshare similar to Uber or Lyft but with a few big differentiators. The biggest issue is that nobody knew who Gotcha was, and people weren't used to paying for the current rides.

The Solution

Our market research informed our team that our key auidence was young. 18-25, likely a college student without a car. The repositioned brand and identity system helped us craft a user story to align our internal teams and paint a clear picture of our mission. Mobility is freedom, is the idea that our product could give people the freedom to get to work, class, concerts, dates, or grociery stores easily and dependably. In tandem with marketing our user story was captured with a series of lifestyle photography featureing our users throughout a typical day in an urban center. 

The product needed to feel familure, riders were already used to the UX, and design patterns from more well known rideshare apps like Uber and lyft. We referenced current trends and evolved them to fit our unique product.

UX Objective

• Utilize familiar design patterns to aid users in entering a destination and ordering a ride.

• Users need to quickly see active rides near them.

• Make it easy to add other riders and split the cost of the ride.

• Get progress updates as the ride approaches.

• Have the abilty to leave feedback for our rider experience team in the app.

• Ability to tip and rate drivers.

UX Objective

• Utilize familiar design patterns to aid users in locating a dog park quickly

• Users must be able to see key park information, like fencing, swimming, drinking water, and schedule at a glance.

• Data should be presented in a way that demonstrates compelling personality points for each dog. 

• Get users to create a profile for each of their dogs and contribute to the schedule.

design sketches of the Gotcha Ride app

Ideation

I was the only designer working on the product in the beginning and needed to bounce ideas off of my coworkers. Thankfully our office of 60+ people had no shortage of opinions and great ideas. We were able to host a few design thinking workshops and gather insights, feature ideas, and possible pain points from fellow co-workers.

I needed to generate a high volume of concepts for different features and layouts in a relatively short amount of time.  There are a ton of ways to approach this, I really enjoy methods like "crazy 8s" and "bad ideas only". 

Sketching also helps communicate new ideas to developers early on because they won't feel like you've made all of the key decisions without them. Plus if you can I often try to include other people and stakeholders who aren't designers in this process. You never know where a great idea can come from!

Ideation

I needed to generate a high volume of concepts for different features and layouts in a relatively short amount of time.  There are a ton of ways to approach this, I really enjoy methods like "crazy 8s" and "bad ideas only". 

Sketching also helps communicate new ideas to developers early on because they won't feel like you've made all of the key decisions without them. Plus if you can I often try to include other people and stakeholders who aren't designers in this process. You never know where a great idea can come from!

Ideation

I needed to generate a high volume of concepts for different features and layouts in a relatively short amount of time.  There are a ton of ways to approach this, I really enjoy methods like "crazy 8s" and "bad ideas only". 

Sketching also helps communicate new ideas to developers early on because they won't feel like you've made all of the key decisions without them. Plus if you can I often try to include other people and stakeholders who aren't designers in this process. You never know where a great idea can come from!

Ideation

I was the only designer working on the product in the beginning and needed to bounce ideas off of my coworkers. Thankfully our office of 60+ people had no shortage of opinions and great ideas. We were able to host a few design thinking workshops and gather insights, feature ideas, and possible pain points from fellow co-workers.

I needed to generate a high volume of concepts for different features and layouts in a relatively short amount of time.  There are a ton of ways to approach this, I really enjoy methods like "crazy 8s" and "bad ideas only". 

Sketching also helps communicate new ideas to developers early on because they won't feel like you've made all of the key decisions without them. Plus if you can I often try to include other people and stakeholders who aren't designers in this process. You never know where a great idea can come from!

Design Sprints

We had a very short timeline to get this app launched in ios and an even smaller budget. Our sole full-stack dev, Reece Long (guy is a legend), and I were able to plan MVP relatively quickly. Our biggest issue was the Business Development team making promises to future markets that we weren't aware of. Since our timeline and budget were very small our product manager, Leah helped setup 5-day sprints. We were able to jump into wireframes and low fidelity prototypes to make, test iterate repeat quickly. Thanks to being a startup, our office was small and we were able to get in front of stakeholders to share progress and gather feedback regularly. Our product was live in the apple stores and in 4 markets in less than 6 months. 

Design Sprints

We had a very short timeline to get this app launched in ios and an even smaller budget. Our sole full-stack dev, Reece Long (guy is a legend), and I were able to plan MVP relatively quickly. Our biggest issue was the Business Development team making promises to future markets that we weren't aware of. Since our timeline and budget were very small our product manager, Leah helped setup 5-day sprints. We were able to jump into wireframes and low fidelity prototypes to make, test iterate repeat quickly. Thanks to being a startup, our office was small and we were able to get in front of stakeholders to share progress and gather feedback regularly. Our product was live in the apple stores and in 4 markets in less than 6 months. 

Design Sprints

We had a very short timeline to get this app launched in ios and an even smaller budget. Our sole full-stack dev, Reece Long (guy is a legend), and I were able to plan MVP relatively quickly. Our biggest issue was the Business Development team making promises to future markets that we weren't aware of. Since our timeline and budget were very small our product manager, Leah helped setup 5-day sprints. We were able to jump into wireframes and low fidelity prototypes to make, test iterate repeat quickly. Thanks to being a startup, our office was small and we were able to get in front of stakeholders to share progress and gather feedback regularly. Our product was live in the apple stores and in 4 markets in less than 6 months. 

Wireframe for Gotcha Ride App
ride app detail view

High Fidelity Prototypes

We had already developed a style guide for the marketing site and wanted to keep some of those elements for brand consistency's sake.  Using our simple three color pallet as our foundation we tried to keep things simple but with just enough personality to help differentiate Gotcha from other products. 

I used Sketch, Illustrator, Photoshop, Invision and Zeplin. 

High Fidelity Prototypes

We had already developed a style guide for the marketing site and wanted to keep some of those elements for brand consistency's sake.  Using our simple three color pallet as our foundation we tried to keep things simple but with just enough personality to help differentiate Gotcha from other products. 

I used Sketch, Illustrator, Photoshop, Invision and Zeplin. 

High Fidelity Work flow
Ride App High Fidelity Screens
Ride App High Fidelity Screens

Checkout some press below and the Ride page on Gotcha's site for more details on.

Checkout some press below and the Ride page on Gotcha's site for more details on.

Checkout some press below and the Ride page on Gotcha's site for more details on.

Checkout some press below and the Ride page on Gotcha's site for more details on.

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