Revolutionizing the Ride: CDG Zig’s Journey to a Comprehensive Lifestyle App
ComfortDelGro (CDG) is a renowned transportation company that initially launched the ComfortDelGro Taxi Booking App in 2010, primarily catering to iPhone users. The app was later extended to Android and Blackberry smartphones in 2011. With the aim of providing a convenient and efficient taxi booking service, users could easily make instant or advance bookings. Over time, CDG recognized the need to diversify its offerings and address customer demands for additional services. In 2021, the app was rebranded as CDG Zig, introducing features like Eat & Drink and Electric Vehicle Charging. However, despite the expansion of services, users have been reluctant to utilize them due to the app’s design and the perception that CDG only offers taxi services. As a result, CDG decided to revamp the app’s user interface (UI) and user experience (UX) to highlight its comprehensive multi-service platform and overcome this challenge.
The existing CDG Zig app design fails to effectively communicate the full range of services offered, leading to limited user engagement with the additional features beyond taxi bookings. This perception hinders business growth and puts CDG at a disadvantage compared to competitors. To address this issue, a redesigned app is required to showcase the diverse services available and shift the brand perception from solely a taxi-hailing company to a comprehensive multi-service platform.
As a design team, we recognized the problem at hand: users were not fully utilizing the additional services offered on the CDG Zig app due to design limitations and a narrow perception of our brand. We understood that our next step was crucial in addressing this issue and reshaping user engagement. With a shared sense of purpose and creativity, we embarked on a journey of exploration and innovation. Our next step involved conducting in-depth user research and analysis to gain insights into user behavior and pain points. Armed with this knowledge, we were ready to ideate and prototype, envisioning a design solution that would captivate users, highlight the breadth of services available, and inspire them to explore beyond taxi bookings. Through collaboration and a relentless pursuit of excellence, we were determined to create a transformative user experience that would not only redefine our brand but also surpass user expectations.
In line with the current market trends and to ensure a cohesive and consistent user experience, our design team developed a comprehensive design system for our new CDG Zig app. This design system served as a foundation for creating a visually appealing and user-friendly interface across all screens and features. After careful consideration, we decided to adopt a shopfront design approach, where users would first encounter the taxi service as a prominent tile. As taxi booking remains our primary business, we wanted to ensure that users could easily access this service. However, we recognized the need to showcase the full range of CDG Zig services beyond taxis. With a thoughtful hierarchy and strategic placement, we crafted an interface that featured other services such as Food, Deals, Bus Rides, and ZigRewards, inviting users to explore and engage with the diverse offerings available. By adopting this shopfront design approach, we aimed to strike a balance between the familiarity of our main business and the opportunity to expand users’ perception of CDG Zig as a comprehensive multi-service platform.
Our design team is a dynamic and passionate group of professionals dedicated to pushing the boundaries of creativity and innovation. Comprised of talented UI/UX designers, visual designers, and researchers, our team brings together diverse perspectives and skill sets to deliver exceptional design solutions. With a deep understanding of user-centered design principles and a keen eye for aesthetics, our designers collaborate closely to create seamless and intuitive user experiences. Each team member brings their unique expertise and knowledge, contributing to the collective vision and success of our projects.
Our team’s cohesion and synergy extend beyond design. We actively collaborate with stakeholders from various departments, including product managers, developers, and marketers, fostering cross-functional partnerships that drive holistic and impactful outcomes. By understanding the goals and objectives of the business, we align our design solutions with the overarching strategy, ultimately delivering products that not only meet user needs but also achieve business objectives.
Above all, our team is fueled by a shared passion for design and a commitment to creating meaningful experiences. We believe that design has the power to shape how people interact with technology, enrich their lives, and drive positive change. With every project, we aim to not only meet but exceed user expectations, leaving a lasting impression that fosters trust and loyalty. Together, we strive to create designs that inspire, captivate, and elevate the human experience.
And finally, after months of dedicated hard work and collaboration, our redesigned CDG Zig app was launched in May 2023. The launch marked an important milestone for our team and the entire ComfortDelGro organization. It was the culmination of our collective efforts to create a comprehensive and user-centric platform that showcases the full range of CDG Zig services.
With great anticipation, we introduced the new app to our users, eager to see their reactions and gather valuable feedback. The launch was accompanied by an extensive marketing campaign that emphasized the transformation of CDG Zig into a multi-service platform, highlighting the convenience and benefits of exploring the diverse offerings available.
The response from users exceeded our expectations. They were captivated by the fresh design, intuitive navigation, and seamless integration of the various services. The shopfront approach effectively shifted their perception of CDG Zig from solely a taxi-hailing app to a comprehensive lifestyle platform. Users were delighted to discover the Food (formerly Eat & Drink) feature, explore the Deals section, book Bus Rides, and participate in the ZigRewards loyalty program.
In the weeks following the launch, we closely monitored user engagement and satisfaction. The data showed a significant increase in the utilization of the additional services, surpassing our initial goals and expectations. Users were actively engaging with features beyond the traditional taxi booking, demonstrating a deeper understanding and appreciation for the full range of services CDG Zig had to offer.
The successful launch of our redesigned CDG Zig app not only resulted in increased user engagement but also positioned us as a strong competitor in the market. Our comprehensive multi-service platform now competes effectively with other lifestyle and transportation apps, attracting a wider user base and driving business growth. It has solidified CDG Zig’s position as a leading player in the industry, recognized for its commitment to innovation, exceptional user experience, and dedication to meeting user needs.
As a design team, we take great pride in the launch of the new CDG Zig app. It represents the culmination of our creativity, expertise, and relentless pursuit of excellence. The positive user feedback, increased engagement, and business growth are a testament to our team’s dedication, collaboration, and unwavering commitment to delivering exceptional design solutions.
Looking ahead, we remain committed to continuously improving and evolving the CDG Zig app to meet the ever-changing needs and expectations of our users. We will continue to iterate based on user feedback, integrate emerging technologies, and explore new opportunities to enhance the user experience and solidify CDG Zig’s position as a leader in the multi-service platform landscape.
