LimoExpress
Research-based UX Redesign & Branding for a New SaaS in the Limousine Industry
Scope
UX & UI Redesign (mobile+web) × New Feature UX × Complete × Branding × UX Research × Design System
Timeline
Q2 2023 – Q2 2024
Tools
Figma × FigJam × Miro × Hotjar × Jira × AI, Ps, Ae
Team
PM + 5 developers
The challenge
When I joined, the MVP was already developed but had critical usability issues and no branding. This new ERP solution’s system needed to scale, onboard new users, and communicate its value.
The story
Many VIP transfer services in the Balkans still rely on paper schedules, Viber groups and phone calls, leading to delays, miscommunication, and no data to guide decisions. Our goal was to replace these outdated systems with a digital platform that simplifies booking, improves communication between teams, and gives managers clear visibility into their operations. What began as a regional solution is now growing globally, helping agencies modernize and scale.
Impact
• Redesigned UX for 4 user roles across mobile and web
• Conducted usability testing and implemented iterative UX improvements
• Created full branding: logo, brand book, visual identity
• Defined a scalable design system
• Led data-informed UX decisions using Hotjar and user testing
Outcomes
• Secured initial funding post-launch
• Onboarded first annual subscribers
• Reduced key usability friction points across both platforms
• Positioned product for international expansion
What Made This Project Special
We replaced outdated offline workflows with a unified digital tool, streamlining operations for a traditionally underserved niche. My design work helped bridge user needs with business goals, laying the foundation for long-term product growth.
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