0 → 1 product design and branding for Bliq’s passenger ride-hailing platform
- Market Research
- UX Research
- User interviews
- UI Design
- Product Analytics (amplitude)
- A/B Testing
Bliq started as a driver-focused product and expanded into a passenger ride-hailing app. I joined as a founding designer and helped build the passenger experience from 0 → 1, enabling users to compare and book rides across multiple providers in one place
My Role
UI/UX
My work spanned the entire evolution of the app — from defining the basic booking, onboarding flows, to continuously expanding and refining the experience as new features were introduced. I also contributed to a full rebrand and visual redesign, design system of the Bliq platform as we transitioned from a driver-focused tool into a unified ride-hailing product for passengers and driver.
Growth, Analytics & Experimentation
- Used Amplitude to analyse feature performance, user behaviour, and conversion funnels, turning insights into product improvements.
- Designed targeted in-app campaigns, lifecycle journeys, and contextual messaging in CleverTap.
- Created and iterated on UI variants for A/B testing to optimise conversion, engagement, and feature adoption.
- Collaborated with product and engineering teams to make data-informed design decisions and continuously improve the user experience.
The Idea & MVP
The initial MVP focused on a simple core loop:
- 1Open app
- 2Enter destination
- 3Instantly view ride options across providers — real-time prices, ETAs, discounts applied
- 4Choose and book a ride
Later designed and optimised key growth initiatives, including onboarding, subscriptions, and Wallet Top-Up incentives etc.
Impact
Helped transform Bliq from a driver-focused product into a two-sided marketplace, launching Bliq Rides in 8 cities across Germany and Poland.
- 1.1M+users, from zero
Designed Bliq’s passenger ride-hailing experience from scratch in 3 months, scaling from MVP to launch.
- 4.7×ride growth in 4 months
Reached €3.4M+ ARR in the first year.
- €10M+fundraising supported
Delivered the product experiences and growth initiatives behind the raise.
The MVP flow
Few of the Key product areas I worked on
Onboarding and Activation
Initial approach
The first version of onboarding was intentionally lightweight.
- 1Open the app
- 2Search for a destination
- 3Immediately compare ride options across multiple providers, complete with real-time prices, ETAs, and available discounts.
This approach quickly communicated the product’s value and generated strong early traction, as users could experience the core functionality with almost no upfront commitment.
The challenge
As the product evolved beyond a ride comparison tool and we launched Bliq Rides, the same onboarding strategy began to create friction. Users could discover the cheapest ride option, but completing a booking required additional steps that hadn’t been introduced earlier in the journey:
- Creating an account
- Adding a payment method
- Enabling push notifications for ride updates
Behavioural data showed that many users abandoned the journey during these steps. While the experience successfully encouraged exploration, it didn’t adequately prepare users to complete their first ride.
Key Insight
We realised that we had optimised the experience for rapid value discovery, rather than successful ride completion. To support the product’s evolution into a full ride-hailing platform, onboarding needed to prepare users for the entire journey—not just the initial interaction.
Restructured Onboarding
Refined onboarding structure through benchmarking, tested structure, copy and visuals, then ran unmoderated usability testing in Maze.
- Moved account creation earlier in the journey
- Introduced payment setup before booking
- Added permission prompts with clear value explanations
Impact
- +397%install → account conversion
- +52%improvement in retention
- +88%search → trip conversion
- ~46saverage onboarding completion
Core Booking Experience
- Search, compare, and booking flows across multiple providers
- Pricing transparency across different ride options
- Real-time ETAs and availability handling
- Ride selection experience optimised for fast decision-making
Payments & Pricing System
- Integrated payment method setup into onboarding
- Designed pricing breakdowns across providers
- Ensured clarity in final ride cost before booking
- Supported discounts and fare logic within selection flow
- Helped shape a consistent payment experience across the ride journey
Ride Lifecycle (Post-Booking Experience)
- Booking confirmation and waiting states
- Live ride tracking and status updates
- Handling cancellations, delays, and edge cases
- Designing clarity during uncertain ride states
Engagement: Tipping System
We introduced a tipping system after rides to improve post-ride engagement and driver satisfaction. Initially launched with fixed tip amounts. Not many people were giving tips at that point. After research and benchmarking, later introduced a custom tip option
Impact
- +67%Germany — avg tip 1.5 → 2.5
- +81%Poland — avg tip 3.2 → 5.8
This showed that giving users more flexibility increased both engagement and value expression.
Wallet Top-Up Incentives
The challenge
We wanted to encourage passengers to preload their wallet while increasing repeat usage and overall spending within the app.
Solution
I designed a tiered wallet top-up experience that rewarded users with bonus credit based on the amount they added.
- €25 → 5% bonus
- €75 → 10% bonus
- €150 → 15% bonus
- €200 → 20% bonus
The experience clearly communicated the reward users would receive and informed them that bonus credit expired after a defined period, encouraging earlier redemption.
Impact
- +121%ride searches among users who adopted it
- +113%completed orders
- +61%trips taken
- +26%average spend per trip
