Design, UX/UI, marketing and growth strategy for a Swiss ride-hailing app LUMA
Luma is a peer-to-peer ride-hailing company headquartered in Zurich, Switzerland. Luma is prominent in the sharing economy as it connects passengers that need a ride and people who own a vehicle and want to earn in their spare time. The app will be available and free to download as of December 2018 for iOS and Android and will be launched in Zurich. The platform is built on microservices-based technology and runs on Amazon Web Services.
The main challenge was, and still is, to create and propose a product that will be unique and different than the competitors on the market. The aim is to find a different positioning and to target a new niche in order to be able to grow and expand.
GOALS AND OBJECTIVES
1. Design the Luma app, both passenger and driver screens
2. Create a market positioning strategy
3. Create and execute a go-to-market and marketing strategy
PROCESS AND INSIGHTS
Solveo and Luma established the partnership in the early beginnings of Luma when the product was at a ‘concept’ stage. The aim of the partnership was to create the core team that will execute the Luma concept. The project was launched in January 2018 and it launched with the primary definitions of the business model and the growth strategy of the product.
The second step was to analyze all the global competitors and to create a positioning and expansion strategy. Once all the data was analyzed, we moved on towards prototyping and designing the passenger and driver app simultaneously.At this stage we worked closely with the development team maintaining the process agile and improving and modifying the design based on regular user testings and feedback.
The next step was to start creating the launching strategies: one for gaining and engaging passengers, and the other for gaining and maintaining the drivers. The project is still ongoing and the following steps include: finalizing the app design, executing the marketing strategy, and growing the business.
LUMA PASSENGER APP
LUMA DRIVER APP
1. Fully designed Passenger and Driver applications
2. Go-to-market and marketing strategy proposal (execution in November 2018)
3. Budiness development
4. Growth strategy