INDUSTRY:
TRANSPORTATION & TOURISM
CLIENT:
CHECKER TAXI
YEAR:
2024
EXPERIENCE:
BRANDING, UX, UI
about.
Blending nostalgia with innovation, this project reimagines the iconic Checker Taxi as a premium, story-driven travel experience for modern tourists in Chicago. We introduced a redesigned vehicle with luxe interiors, dual in-car screens, and a companion app that makes planning and riding effortless. Drivers act as local guides, turning each trip into an immersive, culture-rich journey.
Our team brought the brand back to life with a tech-forward, user-centered approach—delivering a prototype that combines smooth scheduling, personalized exploration, in-cab entertainment, and a fresh, sustainable design built for today’s travelers.
My role in this project was project manager and design lead. I guided the team through every stage of the project, ensuring milestones were met for both digital and physical components. I took the lead on reimagining the brand identity, from logo design to visual language and personality, and worked closely with teammates to shape the digital product, contributing hands-on through all aspects of development.
challenge.
Reviving Checker Taxi wasn’t just about bringing back a classic—it was about rethinking what urban travel could feel like. We set out to reimagine an experience that had faded from view, in a world now dominated by rideshare apps that often leave users frustrated and uninspired.
To get a clear picture of what wasn’t working, we surveyed 84 people about their experiences with both taxis and rideshare services. The results were telling: while only a handful had no complaints, the majority had issues with either—or both. Common frustrations included poor professionalism, unclear pricing, hard-to-find cabs, and outdated vehicles that didn’t feel safe or welcoming.
From all this, we identified three core challenges we needed to solve:
Improve the customer experience – Make every ride feel comfortable, thoughtful, and personal.
Address taxi availability and quality – Ensure people can actually find a cab they feel good about getting into.
Simplify pricing and payment – Take the guesswork and friction out of the end of the ride.
We knew we had an opportunity to design something better—something that felt elevated, nostalgic, and modern all at once. With Millennials in mind, we focused on creating a seamless, story-driven travel experience that people would want to choose, not just settle for.
result.
In the end, we didn’t just bring Checker Taxi back: we completely reimagined it for a new generation of travelers.
To solve the pain points we uncovered, we prioritized a user-first approach across the board. The redesigned Checker Taxi experience tackles every challenge we identified:
To improve customer experience, we introduced personalized ride planning, real-time itinerary updates, and in-car entertainment that passengers can control from their own screen.
To fix availability and quality, we envisioned a fleet of modern, elevated taxis—featuring sleek interiors, ambient lighting, and trained drivers who act as local cultural ambassadors.
To streamline payment and planning, we built a companion app that lets users book, schedule, and explore effortlessly, with smart prompts, map-based trip planning, and digital payment.
We wanted the experience to feel intentional and engaging, something more than getting from A to B. So we added features that brought more personality to the ride: the ability to explore nearby spots with the in-ride screen, save favorite places both in-app and in-ride, and receive thoughtful suggestions to complete a personally enriching itinerary. We even included a guided city tour to make the journey itself part of the experience. Every step was tested with users, and we refined the flow continuously to make sure it felt smooth, intuitive, and genuinely enjoyable.
The final prototype brought together the classic charm of Checker with the tools and features that modern travelers expect. It was more than a redesign—it was a thoughtful, tech-forward take on what urban tourism should feel like: smooth, meaningful, and a little bit magical.
Try the digital prototype for yourself HERE.
