Case studiesCase study · Mobility

From a ride app to a super app.

RSL bundles luxury rides, car rentals, holidays, visas and activities into one app. But almost nobody went past booking a cab. I redesigned it so people would discover, and use, everything else.

Role: Product Designer
Timeline: Sep 2023 – Jun 2024
Platform: iOS & Android
Methods: Review analysis, interviews, MoSCoW, usability testing

Redesigned RSL home screen with a services grid, promotion banner and booking card

The problem

Ten services, one in use.

80%of all usage was cab rides

32%dropped off on the way to the services section

30.87%of negative sentiment came down to poor UX

Cab80%

Activities8%

Rent a car5%

Staycation3%

Holidays2%

Where users dropped off

Discovery was the leak.

A year of event data showed the funnel thinning at every step. Only a third of users ever engaged with a product beyond rides.

125,560100%App users
84,04066%Reached the services section
62,30050%Opened one or more services
40,85032%Engaged with a product

Voice of the user

What the reviews kept saying.

★☆☆☆☆
“Very hard for booking.”
App store review

★☆☆☆☆
“When you type your location, the search place just disappears.”
App store review

★☆☆☆☆
“The fare says it’s going to be 30, ends up being 50.”
App store review

Store reviews, support escalations and user interviews pointed to four themes to design for:

DiscoverabilityPut every service where users can see it, and cross-sell from rides.

Better UXFewer steps, clearer booking, transparent pricing.

Help & supportSelf-serve help and trackable queries, not email ping-pong.

UniformityEverything on the web dashboard, available in the app.

Prioritisation

Deciding what to build first.

I sorted every idea with MoSCoW, so the release focused on discovery and trust before anything nice-to-have.

Must have

Quick, intuitive navigation
Visible services & cross-selling
Real-time driver tracking
Transparent pricing
Instant help & support

Should have

Digital wallet
Apple Pay / Google Pay
Flexible booking
Personalised picks

Could have

Reviews & ratings
Deals & rewards
Offline pricing & T&Cs

Won’t have

Multi-currency payments
Native sign-up

The solution

Services first, map second.

Old RSL home: a full-screen map with only a ride search box — A full-screen map and a single ride search. Every other service was hidden in a menu.

New RSL home: search anything, a grid of eight services, a promotion and the ride booking card — Search anything, a grid of every service, a timely offer, and rides still one tap away.

One pattern, every service

Rides and holidays, same rhythm.

Every service follows the same browse → choose → schedule → confirm pattern, so learning one booking means knowing them all.

Holiday booking flow: explore, package details, schedule, enquiry and confirmation

Impact

Rolled out to 30%, results in a quarter.

The redesign shipped to 30% of users from October to December 2023, compared against the nine months before.

Jan – Sep 2023 · old app−12%

Product engagement

Monthly active users declining

Oct – Dec 2023 · redesign

+75%

Monthly active users

+55%

Product engagement

Final RSL screens: home with services, splash screen, and home with newly added activities

Take a ride through it.

Explore the redesigned super app yourself, from the home screen to booking your first ride.

More workBack to all case studies

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