Zed
Date
2022
Details
Created with Lippincott, EMEA
Disciplines
Product Design
Design System
Brand Identity
Project Brief
Overview
Zed is a ride-hailing experience based in Dubai with a vision to redefine the way people move, making journeys seamless and turning commute into a moment of comfort and joy.
The Challenge
The mobility market is evolving faster than ever. Competition is saturated; Uber, Bolt, Careem, Cruise — the ride-hailing experience has become the norm for how we commute. By 2021, CarsTaxi, was struggling to keep up with digital challengers and their brand was blending in with regular cabs in Dubai. They came to Lippincott for a rebranded digital proposition from the ground up.
Solution
We knew that launching an app with the same interactions and gestures wasn’t enough. We needed to design a newly innovative venture. By making each journey count, we framed journeys as opportunities for riders to be fully in control of how they want to commute and prepared for where they head next.
Making each journey count
We introduced a new way of riding: meeting where the customers are at, putting them in control of the ride, preparing them for what's next, and enhancing the moments along the journey.
A ride that spotlights you
From color changes and customized modes to ordering a coffee en route and adjusting the environment of your ride, each interaction is personalized to you from start to finish.
Rooted in how riders commute on-the-go
Empathizing with the rider's journey, the Zed experience puts them in the driver's seat. From the start, commutes are personalized around work and relax modes, with flexible subscriptions that let users plan rides to and from their chosen destinations.
Built for how Dubai moves
Zed was designed for Dubai's commuters from the ground up, setting it apart from ride-hailing giants that treat every city the same. Features designed for a range of users from regular customers to the expats: a membership model built around business travel, riders plan recurring trips, personalize their cabin with work and relax modes, and earn 15% cashback on every ride.
