Graduation Project: VYBE, The Autonomous Ride Hailing Service

As part of my university major project, I designed VYBE a tailored and revolutionary ride hailing service for fully autonomous vehicles within London. This project explored common transport and lifestyle issues that Londoners face such as traffic congestion and planning.

What is the Service?

I wanted to design a different approach to ride hailing using autonomous vehicles and different take on a ride hailing app. The service I designed consists of 2 major components, a ride hailing app/platform and a customisable autonomous vehicle. The rider would be able to plan their trips using an AI powered planner and customise an immersive vehicle interior with different themes to experience. Drop off and pick up locations would be calculated, and the rider would simply have to turn up. This would provide a seamless and user experience to ride hailing.

Project Planning

The aim of the project was to design the user interface and experience of a digital platform for a driverless taxi service operating in London. The findings and key design details would contribute to the development of a useful and impactful driverless taxi service in London that promotes environmental, transportation, social, and economic benefits.

I created 5 milestones, placed into a Gantt chart that helped to keep track of the project timeline and what tasks to prioritise.

The target audience was the general population of London and tourists who visit the city. A more refined perspective of the target audience was individuals who had full-time jobs with a client-facing role and those who rely on public transport and regularly use taxis. Tourists who require reliable taxi vehicles and would like to avoid the mistakes of traditional riders for an error-free driving experience.

Research Synthesis?

The research was broken into 9 chapters:

1. What Are Autonomous Vehicles?

2. What Makes a Ride-Hailing Service?

3. Transportation in London

4. Competitors?

5. Case Studies & Examples

6. Market Trends

7. Technological Research

8. Branding Research

9. Attending an event for further insight - (I attended the 2024 London EV Show on November)

The project aims to design a digital platform for London’s future autonomous, fully electric taxis. Research explored vehicle autonomy, IoT connectivity, London’s transport network, and environmental impact to identify user needs. Competitor and case study analysis, including driverless services, interactive museums, and the Zig platform, inspired user-focused experiences and minimalist design. Market and branding research informed service identity and technology integration. Primary research at an electric vehicle show, particularly studying Tesla interiors and interfaces, offered valuable insight into user interaction and in-vehicle displays. These findings shaped the vision of a seamless, user-centred digital transport experience.

Using A Design Methodology

The design methodology I used was an iterative design spiral. The methodology begins with an initial plan and then taken into the spiral, with a definition of the requirements. The analysis and design is the next phase. The product is then implemented through prototyping and development. Once the product has been initially built it is carried into the testing stage. Once completed, evaluation of the overall progress and user feedback can be fed iteratively in the preceding stages. The process typically progresses from a low to high fidelity journey with the option of further iteration.

I used this process to build my prototypes and integrated user testing to further refine the designs.

Initial Project Report & Plan - Ideation and Experimenting

My Initial Brand Workings

The branding process started with experimental sketches and logo explorations using Adobe Illustrator. I trialled different fonts, shapes, and symbols to capture the futuristic essence of an autonomous taxi service. Mood boards inspired by urban branding and transport systems guided my colour and typography choices. Early logos lacked refinement, but they helped identify the need for bold, memorable visuals that could stand out in London while remaining adaptable across digital and physical platforms.

My Initial Autonomous Taxi Designs

Vehicle design exploration began with sketches and early 3D experiments in Blender. The first renders were boxy and did not align with user expectations of modern, sleek transport. This feedback pushed me to refine the form and focus on creating a more aesthetic silhouette. Blueprints supported accurate modelling while interior sketches introduced the idea of a relaxing lounge-like environment that blended comfort with digital interactivity through embedded displays and atmospheric lighting.

My Initial UX & UI Platform Designs

User interface exploration started with low-fidelity sketches and Figma wireframes for a ride-hailing app. Early site maps defined the structure, including booking, AI trip planning, and vehicle customisation. Adobe Illustrator was used to refine icons and early visual elements. Parallel development of in-vehicle screen sketches ensured the app extended into the car, focusing on entertainment and navigation. The emphasis was always on creating a simple, intuitive, and accessible user experience.

Final Project Report - Refining Designs

Final Brand Designs

Final branding outcomes were refined in Adobe Illustrator, where multiple polished logo variants were produced. Careful attention was paid to typography, spacing, and scalability to ensure the identity functioned consistently across the app, vehicle, and promotional contexts. A bold yet approachable logo captured trust and innovation. Colour choices reflected energy and modernity, helping the brand stand out in London’s competitive mobility market. The final identity unified the service into a recognisable ecosystem.

Final Autonomous Taxi Designs

Using Blender, I developed a refined 3D model of the autonomous taxi, incorporating smoother curves and aerodynamic features. The vehicle evolved from earlier boxy iterations into a sleek, futuristic design suitable for London streets. Interior modelling emphasised immersion, with digital screens integrated seamlessly for entertainment, navigation, and comfort. Lighting and textures were tested to create a premium lounge-like feel. Final renders effectively communicated the taxi’s dual role as both a transport and experience space.

Final UX & UI Platform Designs

High-fidelity prototypes were produced in Figma, showcasing the booking system, AI planner, and personalisation options. Visual refinements applied design principles of clarity, consistency, and accessibility, while Adobe Illustrator was used for iconography. In-vehicle screen prototypes mirrored app functions, ensuring users experienced seamless continuity. Animations and immersive features were added. User testing with the SUS scale validated the platform, confirming strong usability and positive feedback on both simplicity and immersive design choices.