Jeeny (formerly known as Easy Taxi), is a ride-hailing service headquartered in Jordan and operating in the Middle East. The company had a simple yet ambitious goal, to be the leading super-app in the Middle East. In order to achieve this goal, they wanted to completely overhaul their brand and rebuild the app and increase conversion rates.
Expertise: Design and Interaction
Platforms: iOS, Android and Web
Deliverables:UI, UX and Strategy
The new app would introduce a slew of new features, such as ordering food, groceries, and medicine. They needed a team highly skilled in User Experience and Interaction design that understood iterative design and conversion rate optimization.
Research was key. We started by studying all major competitors in the ride-hailing and food delivery space, paying close attention to their UX, and how they differed from each other. We then conducted thorough interviews with stakeholders, drivers, and end-users to identify what they loved and what they desired from the app. Supplementing this withSuperhuman’s Product Market Fit formula allowed us to really hone-in on the key features and requirements that would make this app a winner.
User testing was our way to success.Armed with a competitive landscape and robust user feedback and personas, we built prototypes that ran through several A/B test cycles (75,000 tests per design) until we landed on a hyper-optimized design that worked best for the market. We discovered that the users were highly price sensitive. We were able maximize conversion using various psychological design techniques.
Bold branding was next. We wanted the brand to stand out and recognizable. The competitors in the market were using duller hues like Black, and Green. We wanted to differentiate by having our brand jump out at our customers. We needed to introduce multiple payment options, as not everyone has credit cards in the Middle East.
A new feature rich app, ready to take over the market! The new app isnow the fastest growing Super App in the Middle East. And now, users have somany options just a tap away!
We dramatically increased the conversion rate of the ride-hailing flow,and the numbers tell a great story…the conversion rate went up 3x.
The refreshed brand and app become bolder and very recognizable,offering true differentiation against the competition by having the brand jumpout at customers. This assisted with hitting the mark perfectly in supporting astrategy in a highly price sensitive market.
The app became quick and easy to use. Now, with ride-share at the tap of button, the new interface made itincredibly simple to order a ride. Users can now choose from a variety ofoptions and select the price that suits them best.
Food-to-couch was never this easy. Users can now order food from theirfavourite restaurants. Unlike competitors, Jeeny can even order fromrestaurants not registered with the app!
Payment options were expanded for users without credit cards. Everyonehas telecom service in the region and using the app, so users can now connecttheir telco with the app and use telco credits to pay for in-app services!
For Jeeny, their brand and results have been elevated to new heights!
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