capstone

Case Study

MODE: Rideshare

style and branding


Before I created a style guide, I started with a mood board. I looked back to my affinity and empathy maps, looking for an integrated design style that aligned with the users’ most valued feelings. The mood board shows the overdetermined spectrum of experiences always at play in a ride: The rush of the city. The relaxation of letting someone else take the wheel. The connection of people in public places like cafes. And the alienation of experiences in those same spaces.

The initial style guide emphasized

  1. Simplicity

  2. Consistency

  3. Content Hierarchy

  4. Sleek sensations (ergonomically, visually, and cognitively)

I began attempting to create a “dark mode” style guide. The minimum viable product release would need to functional smoothly in a variety of late-night situations that called for quick and discrete interactions. “Dark Mode” requires more complex considerations of color theory and so I had to pivot a step back with the next iteration. I needed to set aside the complex aesthetic engineering, and first build toward that goal from a simpler set of basic style considerations. 

cv image logo.png

HI fidelity mockups

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