LILIAN LEE
LILIAN LEE / DESIGN LEAD + UX
CAB BUDDY HAND.png

Cab Buddy

CAB BUDDY

CAB BUDDY. A MOBILE APP FOR SHARE A CAB. SPLIT THE FARE.

Problem

Getting a cab in Singapore is painful, especially during peak hour or when it rains. As taxi fares keep increasing, we need to find an avenue where people can get cabs easily and do so without a bleeding wallet.

Process

We sought out areas in Singapore where there are frequent cab users. And we targeted the CBD to interview passengers. After one intensive week of interviewing and 2 weeks of research, getting our core target audiences, personas, identifying their pain points, we came up with a solution to help passengers.

Solution

Cab Buddy mobile app – share a cab, half the fare. This app enables passengers to book a cab and share it with another individual who is nearby and are going towards the same direction. It is not only eco friendlier, but also eliminates the frustration of not getting a cab (imagine one passenger per cab in the city!) The best part, not having to spend too much on cab fares especially during peak hours and all the extra surcharges. Borrowing Airbnb’s social module, we encourage cab buddies to rate other cab buddy sharers, so that others can choose to share the cab with this individual or not.

Journey

Download the Cab Buddy app. Easy step-by-step on boarding. Start selecting your current location. Locate others around you who want to share a cab going towards your location. Agree with the person on a meeting point and proceed to book a cab. App automatically lets you know the fare and calculation of split fare. Socialize, take the cab, drop off at destination, and rate the other cab buddy sharer. 

App Test

We tested this on passengers and received positive feedback. There were also suggestions for improvement, like incorporating book-a-cab function into this app so drivers from any taxi company may respond and pick up the passengers. One of the suggestions was to find a way to flag bad cab driver via the app. We are still working on that.

This project was conceived in 2011