Lippincott’s client was underperforming in the UAE market of street hailing companies. The mobility market was evolving faster than ever before and competition was incredibly strong.

We dove into completely transforming the customer and driver experience, creating a new disruptive ride hailing app to become the preferred mobility provider in Dubai and in the UAE.

Our challenge was to innovate for the future of mobility without just fulfilling the basics of going from and to. My role on this project was strategic, including customer and driver experience design, value proposition, and naming.