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Background
Taiwan Taxi is the largest Taxi brand in the country. Transforming from a phone-call-dependent service to App-based cooporation in 2011, they are stepping into the digital market facing fierce competition from foreign rivals, such as Uber, Line Taxi, and emerging new domestic brands.
Research
Taiwan Taxi needs to provide more enjoyable UX by refreshing brand image for new customers.
Taiwan Taxi currently has the largest market share, but digital-based competitors are growing at high speed with appealing brand image.
Qualitative data - Interview
We use interview to understand the user experience and brand perception among groups of different age and loyalty level. Interview also help us investigate users' experience with Taiwan Taxi's ride and app service.
Quantitative data - Surveys
We collected 369 survey replies about
1. Brand perception among different generations
2. User experience and service pain points, and
3. Reasons that drove users to other competing brands.
Key Insights/Findings.
Customers think Taiwan Taxi has outstanding and unique service, but very outdated brand image. The perception between Taiwan Taxi's service and Taiwan Taxi as a brand has a great difference.
Younger generation (20 - 30 year old) are less likely to consider Taiwan Taxi as an innovative brand (lower than average), despite Taiwan Taxi's advertisement.
App users cannot associate UI's color and design with Taiwan Taxi's logo and branding guideline. In fact, no users that we interviewed can identify Taiwan Taxi's brand color and logo.
From Challenges to Strategy
Challenges 1
Customers think Taiwan Taxi has outstanding and unique service, but very outdated brand image. The perception between Taiwan Taxi's service and Taiwan Taxi as a brand has a great difference.
Challenges 2
Younger generation (20 - 30 year old) are less likely to consider Taiwan Taxi as an innovative brand (lower than average), despite Taiwan Taxi's advertisement.
Challenges 3
App users cannot associate UI's color and design with Taiwan Taxi's logo and branding guideline. In fact, no users that we interviewed can identify Taiwan Taxi's brand color and logo.
Proposition 1. Redefining Brand Value
The refined keywords defining the brand value to align with business and company goal, and give directions to the brand visual's overall look and feel.
Proposition 2. Designing the new look
The new brand Identity will convey the image of Taiwan Taxi's top-tier service as a leading professional ride company.
Proposition 3. Establishing UI design system
The App design system will not only enhance the uniformity of Taiwan Taxi's service on and offline, but also improve the App's aesthetics and enjoyability.
Brand Identity
Without stripping away the original logo, we gave it a modern look. Resembling a person on the go, this logo feels lively yet stable.
Before
After
Logotype
Logomark
Colors
Original logo has low flexibility for digital and physical use, while the brand message is unclear from the logomark’s presentation.
Different fonts and colors appear in the multiple products without a guideline, making the logo hard to leave an impression.
Primary, secondary, and other color use are not defined. Each color is used randomly and disconnected from the brand’s core value.
Color Scheme
Prioritize yellow and blue as logo color, we also enhance the luminance for assistive colors to instill an energetic feel. These colors are optimized for digital and physical use by testing contrast accessibility.
UI Redesign Goals
The app interface goal is to extend the redesigned brand identity and establish a digital use system for the first time. With a cleaner and more organized visual hierarchy, current information can be displayed better, thereby enhance usability and enjoyability.
Reflection
This brand redesign is my first attempt to build iconography and digital design system. The less focus on the UX and information architecture is deliberate, but the constraint poses a challenge when reorganizing the layout of the current interface without proper usability study.
