Revamping
city-to-city rides
Revamping
city-to-city rides
Revamping
city-to-city rides
Role Led booking flow redesign—rethought search and aligned design team.
Role Led booking flow redesign—rethought search and aligned design team.
Role Led booking flow redesign—rethought search and aligned design team.
Challenge Exceptional offline service, but online booking caused confusion and drop-offs.
Challenge Exceptional offline service, but online booking caused confusion and drop-offs.
Challenge Exceptional offline service, but online booking caused confusion and drop-offs.
Outcome +20% conversion, reduced drop-offs, faster delivery, clearer product value
Outcome +20% conversion, reduced drop-offs, faster delivery, clearer product value
Outcome +20% conversion, reduced drop-offs, faster delivery, clearer product value
My role
My role
As Head of Design at Daytrip, I led the redesign of the core booking flow — mapping it holistically and rethinking its most crucial touchpoint: the trip search and results. I also worked closely with other designers to align decisions and maintain consistency across the product.
As Head of Design at Daytrip, I led the redesign of the core booking flow — mapping it holistically and rethinking its most crucial touchpoint: the trip search and results. I also worked closely with other designers to align decisions and maintain consistency across the product.
Challenge
Challenge
Daytrip was already delivering exceptional city-to-city rides to over a million travelers, with plans to expand into new services.
Daytrip was already delivering exceptional city-to-city rides to over a million travelers, with plans to expand into new services.
But the real blockers weren’t in the service — they were in the booking experience. Users were confused, and development was slowed by legacy design and accumulated UX debt.
But the real blockers weren’t in the service — they were in the booking experience. Users were confused, and development was slowed by legacy design and accumulated UX debt.
We were doing the right things, but the design wasn’t telling the story.
We were doing the right things, but the design wasn’t telling the story.
Research & Insights
Research & Insights
To truly understand what wasn’t working, I started with booking multiple rides across different regions. The on-the-ground experience was exceptional — but online, the disconnect was obvious.
To truly understand what wasn’t working, I started with booking multiple rides across different regions. The on-the-ground experience was exceptional — but online, the disconnect was obvious.
To get a complete picture, I mapped the full experience using a combination of methods:
To get a complete picture, I mapped the full experience using a combination of methods:
User interviews to understand challenges and expectations
User interviews to understand challenges and expectations
Usability testing to observe hesitation and confusion
Usability testing to observe hesitation and confusion
Behaviour analytics to identify drop-offs across funnels
Behaviour analytics to identify drop-offs across funnels
In-product surveys to gather exit intent feedback
In-product surveys to gather exit intent feedback
The research confirmed that the problem went beyond clunky UX — many users didn’t understand what we offered or trust us enough to proceed.
The research confirmed that the problem went beyond clunky UX — many users didn’t understand what we offered or trust us enough to proceed.
3/5
3/5
3/5
users mistook us for a car rental or travel agency
users mistook us for a car rental or travel agency
62%
62%
62%
abandoned the flow because critical details weren’t clear
abandoned the flow because critical details weren’t clear
4/5
4/5
4/5
users questioned why we asked for sensitive info
users questioned why we asked for sensitive info
Design Approach
Design Approach
The challenges ahead were clear. We didn’t just need to fix the flow to make it clearer and easier to complete — we also had to tackle deeper issues of perception and trust. At the same time, we were designing for the future: reducing design debt and streamlining delivery of upcoming features.
The challenges ahead were clear. We didn’t just need to fix the flow to make it clearer and easier to complete — we also had to tackle deeper issues of perception and trust. At the same time, we were designing for the future: reducing design debt and streamlining delivery of upcoming features.
To kick things off, I introduced Daytrip’s first design system — a shared library of components that eliminated inconsistencies and minimized developer overhead.
To kick things off, I introduced Daytrip’s first design system — a shared library of components that eliminated inconsistencies and minimized developer overhead.
Together with my team, we then applied four core practices:
Together with my team, we then applied four core practices:
Use familiar components
Use familiar components
Leverage industry-standard elements so users know exactly how to interact.
Leverage industry-standard elements so users know exactly how to interact.
Eliminate the unnecessary
Eliminate the unnecessary
Remove any element that doesn’t directly help users complete a booking.
Remove any element that doesn’t directly help users complete a booking.
Build in trust signals
Build in trust signals
Surface cancellation options, real user stories, and clear expectations at every step.
Surface cancellation options, real user stories, and clear expectations at every step.
Speak users’ language
Speak users’ language
Partner with our UX writer to test and refine microcopy until Daytrip’s value was immediately clear—and unambiguous.
Partner with our UX writer to test and refine microcopy until Daytrip’s value was immediately clear—and unambiguous.
Outcome
To validate impact, we launched the redesign incrementally — testing each change through A/B experiments.
To validate impact, we launched the redesign incrementally — testing each change through A/B experiments.
With each release, we saw measurable improvements in how users engaged with the product and how quickly they converted.
With each release, we saw measurable improvements in how users engaged with the product and how quickly they converted.
+20% conversion uplift after rolling out the redesigned booking flow
+20% conversion uplift after rolling out the redesigned booking flow
Significant drop-off reduction in early steps due to simplified UX and clearer messaging
Significant drop-off reduction in early steps due to simplified UX and clearer messaging
Faster delivery enabled by a shared design system and smarter scope decisions
Faster delivery enabled by a shared design system and smarter scope decisions
Improved product understanding, confirmed through surveys and usability testing
Improved product understanding, confirmed through surveys and usability testing
We clarified what Daytrip is, reduced friction where it hurt most, and made it easier to keep building.
We clarified what Daytrip is, reduced friction where it hurt most, and made it easier to keep building.
Reflection
Reflection
What moved the project forward wasn’t polishing interfaces, it was recognizing that users didn’t understand what we offered. Framing the problem around clarity and trust gave the team a shared direction.
What moved the project forward wasn’t polishing interfaces, it was recognizing that users didn’t understand what we offered. Framing the problem around clarity and trust gave the team a shared direction.
As Head of Design, I pushed for decisions that balanced immediate user needs with long-term scalability.
As Head of Design, I pushed for decisions that balanced immediate user needs with long-term scalability.
This included preserving the existing information architecture to avoid roadmap delays and introducing a design system to enable faster, more consistent delivery across teams.
This included preserving the existing information architecture to avoid roadmap delays and introducing a design system to enable faster, more consistent delivery across teams.
Let’s work together.
On something that matters.
hey@martinmraz.me
Let’s work together.
On something that matters.
hey@martinmraz.me
Let’s work together.
On something that matters.
hey@martinmraz.me
Let’s work together.
On something that matters.
hey@martinmraz.me