Move Dispatch System

Move was a SaaS (B2B) dispatch application for taxi and chauffeur companies. An alternative software to Uber that would let drivers and fleets collaborate and compete in a distributed platform. We moved away from existing solutions reliant on manual input and bureaucratic workflows.

My role

  • Led the user experience design of the product together with product managers and critical clients as the single designer in the team.

  • Defined and designed the User Interfaces design for a web application and mobile apps.

  • Led the brand design and visual language from exploration to implementation.

  • Hands-on planned, designed and implemented several websites and landing pages.

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Brand identity

For Move’s identity I focused on creating a professional and forward-thinking voice. It should feel reliable and solid while intuitive and easy to use.

The color palette

When selecting the colors for Move’s brand, we wanted to differentiate ourselves from the yellow, black and white palettes predominant in dispatch software at the time. We chose magenta and dark shades of blue to give a unique and impactful character to the brand.
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Product Website

I created four main pages for Move. The home page was the main focus, we divided the page in sections targeting the main user segments of the software.
  • For fleets we focused on control and the opportunity to connect and be part of an ecosystem.
  • For drivers we offered flexibility and control.
  • For passengers we made emphasis on reliability and booking on demand, similar to Uber or Lyft.
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Dispatch software in the browser

At the time there was no alternative to desktop dispatch software. We explored new patterns that offered greater control and an improved user experience.
Move had three main sections:
  • The map, where the dispatcher or fleet manager could access and live-track important information about bookings, drivers and vehicles.
  • The settings section, for adding drivers, setting up features, and customizing the application in detail.
  • The market, a marketplace for fleets and drivers where they can connect and share reservations in real time. This section was designed similarly to an e-commerce website where fleets and drivers can sign new contracts and share legal documents.
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Application settings view.
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Move market, a centralised market-place for drivers and fleets.

Components and icons

We built Move when JavaScript frameworks like Angular or React were starting to gain traction and a new way of thinking about modularity in software for the web. The UI was designed with reusable components. The application needed to feel responsive and fast so we avoided any superfluous interactions or animations. After all, dispatchers would be using this software up to 8 hours per day.
Because of the complexity of the application and the need for all information to be quickly accessible we relied on a custom set of icons for the main navigation.
Key patterns and layouts are used throughout the system to create a consistent experience.
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Form elements for the application settings.

Driver applications for Android and iOS

The driver apps were the connection with the drivers, they are intended to be a functional and clear tool. They strictly followed Google’s Material Design principles as well as iOS Human Interface Guidelines.
I worked together with the mobile developers to create a reliable and clear experience for the drivers. We intentionally avoided animations or distracting interactions.
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Different views from the main app flow for Android (top row) and iOS (bottom row)
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Early flowcharts for the main application user flows