This project is a self initiated, observational study focusing on improving the user experience and brand consistency of the Free Now app. At the same time, how might we better include cultural contexts?


Product Design (UX/UI)

Client: Free Now (Self Initiated)

Date: 02.20


This was a self initiated case study after my first initial experience with the mobile app. I noticed several, crucial inconsistencies that either made simple actions a lot more difficult, or prolonged my time on the app because information was unclear.

No cultural context is taken into account with different fare types in different cities. Users want full transparency with their fares before booking a ride.


The entire UX flow for organising a trip is simplified and broken down into two different actions – scheduling a ride or booking an instant ride. The different types of rides available are integrated into the flow as part of a progressive disclosure method.


Visual consistency and strong brand elements were introduced for a more cohesive, delightful experience. The redesign allows for a clear overview and breakdown of all the fares, including any promo vouchers. Every action is clear and there are obvious differentiation between each type of information such as payment methods. Additional visual information such as the car type and colour is added for users.

With the profile, chunking is used to have clear groups of different information to prevent any confusion. There is no need for both FAQ and Help/Support – instead, they were combined together for an easier classification of support questions. Information have been simplified so that users can get the answers they need quickly without feeling lost.

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