Loyalty program development for a taxi ride service

Facilitation of design thinking workshop for the transportation service
#Case study


Create a loyalty program for a ride-sharing taxi service to compete with Uber and Bolt. Our goal was to help the customer team define the loyalty program’s concept.


We create three independent work teams to get the best result: technical, marketing, product management, UX design, and Customer Success roles members. Before the design thinking workshop, the customer team conducted user research through an in-depth interview to create a shared understanding of customer needs, pain points, and service perception across the groups. After, we conducted a design thinking workshop simultaneously managing three teams in different physical locations with some remote members. As a result, we got six concepts of loyalty programs and chose 3 one the following user tests and development.


A new loyalty program was developed. The team got practical experience applying design thinking methodology, user research, and managing hybrid co-creation sessions for cross-functional teams.