Case file
PideTaxi
What it is
PideTaxi is the app of Spain's radio-taxi association, ARTE: 18,000 licensed cabs in more than a hundred cities, on iOS, on Android, and on the web. It is not a ride-hailing company. It is the taxi trade itself, answering the apps that had started taking its passengers.
The app already existed when I arrived, and it looked its age. The brief was a face-lift: the same service, made current and made easy, without changing what a taxi is.
One thing about the service decided the shape of the design. A PideTaxi cab can be booked from the phone, or hailed from the kerb the way taxis always have been. Either way the trip runs on the passenger's account, not the driver's. The street hail, the one thing a taxi has that an app does not, stays inside the system rather than outside it.
I designed the three surfaces: the iOS app, the Android app, and the public website. Research, journey mapping, wireframes, screen flows, visual design and interaction design, through to developer handoff. Version 4.0.1 is the last one that is mine.
The service, including the street-hail model, was there before me. What I designed is how a passenger understands it.
Status, honestly
The app is live. It is on the App Store and Google Play today, updated in 2025, three major versions on from the one I delivered.
No usage or business figures from the redesign were shared with me, and none are claimed here. What this case file shows is the design, and the reasoning under it.
Why this one still matters
It is the one product in this portfolio built for everyone: a tourist who has never opened it, a commuter who opens it twice a day, an employee whose company pays for the ride.
That last passenger is the interesting one. In a bank, the person paying and the person using the screen are the same. Here they often are not, and the design has to carry a second party who never touches the phone.
Three ways in
- If you want the structural decisionthe person paying is not always the person riding, and the payment sheet is where that shows. Chapter 1.
- If you want one system on two platformsthe same product rebuilt for Android, where what changes is the platform's grammar and not the design. Chapter 2.
- If you want the public facethe website: one claim, the largest fleet in Spain, and every screen in service of it. Chapter 3.
- iOSRedesign a working taxi app so that a stranger can book, ride and pay without being taught, while keeping every kind of trip the taxi trade already offers.
- AndroidRebuild the iOS design for Android without it becoming a second product: one service, one set of decisions, two platforms that each feel native.