/ case study


Started 10 years ago, mytaxi had a clear goal: rethink mobility as we know it. From a simple solution that allowed ordering taxis with a simple touch of a button to a service available across 11 European markets (and still growing).

I joined the team as a UX/UI Designer almost 3 years ago and during this time I managed to scale the team from, well... me - to 3 teams focused on UX Research, Product Design and Communication Design. During this period we managed to increase our products portfolio from 3 to 10 products.

Here are some highlights on how we approach our design process at mytaxi:


The mobility market is nowadays one of the most interesting to be in. Staying fast paced and innovative while keeping a healthy and sustainable business is not easy, but definitely worth doing.

One of the key elements when approaching new features is by staying informed. Listening to our drivers and passengers, analysing the market and staying updated with trends and new patterns.

Working in partnership with taxi drivers, building world class technology and ensuring that cities and their inhabitants can move freely is actually our daily routine.


Our mission is very clear:
Create everyday magic in city movement.


Running research studies across the mobility market can be challenging. With competitors across all the continents, from traditional hailing services to private hire options, finding the right data and the understanding the impact on the product requires a lot of effort.

Understanding the whys can be done only by constantly running competitor research studies, customer surveys and user testing studies, all in order to find the right answers to all our questions.


Following the normal iteration process, Ideate → Prototype → Test → Measure, we spend a lot of time trying different approaches in order to find the right solution.

While exploring different paths we look at what's happening in terms of innovation, guidelines, new trends and most important, our users feedback. We learn from every single iteration and we apply all this in our work flow.


I’m a strong believer in the idea that everyone can be a designer, or at least can think like one.

The principles of lean UX are the minimal requirements to guide the design process, while spicing things up and experimenting with new tools. Design sprints, grooming & critique sessions are part of my daily work.

The design will always contain two things: the concept and the MVP (or Minimum Lovable Product). Understanding the usefulness of each of them is quite vital, as it creates a longer journey that requires measuring and learning from every single step.

On a more technical part, I find it useful having version control from Abstract for the Sketch files, while Zeplin is the way to provide assets. Documenting is one of the core parts of our work and I couldn't be more happy using Dropbox Paper.


Validating the hypothesis is always a fun task to do. And frankly can be also heart breaking - usually when you get tot see getting uour outcome * trashed * without any sign of remorse by the customers.

During my time I've had my fair share of both, and I can definitely say it's one of the best things you can do to have a real understanding of how things are perceived outside your design bubble.

Every single type of user testing, from internal testing to external user interviews allows us to monitor different aspects of usability and refine our impression of personas' behavior.


Being one of the most active topic when thinking about innovation, mobility is, by far, one of the most challenging areas I've ever worked in.

A soft glance on the market and you can see everything, from unicorn startups with unlimited resources to self-driving cars or flying drones.

Moving people from A to B is no easy job - and it gets more complicated when you push yourself to allow those 2 points to be placed anywhere on the globe. Building a global product with a local feeling.