Dutaxi
Connecting riders to smart, autonomous transportation through a seamless digital experience.
Year:
2020
Timeframe:
3 Months
Role:
Product designer
Category:
Mobile
Project overview
As Baidu expanded its autonomous vehicle testing across multiple Chinese cities, it needed a dedicated mobile experience to support the growing fleet. We designed an end-to-end ride-hailing app that simplified robotaxi bookings while delivering an engaging, transparent in-ride experience to build passenger trust in self-driving technology.
Challenge
Nutra faced the challenge of creating an app that effectively connects users with shared interests and opportunities in an intuitive and engaging way. The existing platforms lacked personalization, leaving users overwhelmed by irrelevant content and disconnected from meaningful interactions.
End-to-End Flow Optimization: Streamlining the complete rider journey—from initial booking to in-car experience and final payment—for a frictionless autonomous ride.
Multi-System Interaction Design: Harmonizing real-time communications across three distinct interfaces: the passenger app, the in-vehicle passenger display, and the driver platform.
Engagement & Retention: Redesigning touchpoints to build user trust in autonomous technology and drive repeat rides.
Agile Cross-Functional Delivery: Aligning a newly formed team to architect, iterate, and launch a complex multi-platform product under tight timelines.
Approach
Competitor analysis
To build a strong foundation, we audited the top three ride-hailing apps in China and synthesized key features with our unique autonomous service needs. We then prioritized the critical MVP flows to guarantee a smooth, frictionless journey for first-time riders.
User interview
In-depth interviews with 10 potential riders (both existing users and newcomers) helped us identify key user needs and expectations for the autonomous app experience.
User journey
To match the realities of an autonomous ride, the design extends beyond the phone. By integrating the mobile application with the in-cabin tablet display, I built a holistic, end-to-end service system. Iterating on this flow meant tackling critical complexities: vehicle-system sync, multi-app integration across in-cabin displays, and clear edge-case feedback. I finalized the product documentation and architecture, ensuring optimal usability before handing off to our UI designer for visual execution. Below are key functional optimizations.
Solution: Phase 2
To ensure a seamless service, I designed for real-world complexities: live vehicle interactions, cross-device in-cabin integration, and clear feedback for edge cases. I finalized the functional architecture and design specifications, collaborating with our UI designer to complete the system. Below are the key product optimizations.
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Impact
Following launch, the app achieved rapid adoption, securing nearly 20,000 users in its first month alongside overwhelmingly positive rider feedback. While a subsequent corporate spin-off led to a complete rebrand—now operating live as Apollo Go (Luobo Kuaipao) with updated visual styling—the core UX architecture, product logic, and service design established during this project remain the foundation of the live platform today.
Reflection
Product Strategy (0 to 1): Gained hands-on experience structuring product architecture across multi-touchpoint ecosystems, turning complex logic into seamless operational flows. User-Centered Focus: Deepened my expertise in UX methodologies, leveraging design thinking and research to balance stakeholder goals with authentic rider needs. Cross-Functional Ownership: Facilitated clear communication between UI/UX designers, developers, and executive leadership to align priorities and ship high-quality features on schedule.
