What changed — and what I learned.
Outcome
The numbers.
The redesigned home screen is currently in review with the OLA product team. Metrics are projected against interaction data from the live app.
0%
Projected increase in user engagement
~0%
Fewer competing elements above the fold
1–3
Taps to complete booking vs 4–6 before
Learnings
What surprised me.
The 'Worst UX' activity was our most valuable research tool
Deliberately designing the worst possible screen forced us to name every implicit assumption — several were wrong. I now run this in every project kickoff.
Removing the map felt like progress — users strongly disagreed
"Without map" wireframes tested poorly across all 3 personas. A confident design principle was overruled by one usability session. Research beats assumptions, always.
Time pressure is the real design brief for ride-hailing apps
Every decision should pass one test: "can someone running late complete this in under 5 seconds?" If not, redesign it.
Working with an ADD changed how I think about design at scale
Pairing with an Associate Design Director sharpened every decision — fewer pixels per call, more why per pixel.
Want to work together?
I'm always up for a chat about product, design systems, or rethinking interfaces that quietly stopped working.