In April 2014, the creators of the travel app Waymate, decided to put all their energy on their new public transport app, allryder. This app had a basic A > B planner, and was pretty generic. A great product team started working on some new features to make it rise amongst its competitors. And both the UI and communications needed some revamping as well.
Me and another designer at the firm were working on both identity and UX/UI changes. The CEO of the company wanted it to be something bold, playful, clean but with an edge. From the 5 different proposals we showed, they picked a version I’ve concepted with lots of color, elements, and big bold messages, that still felt fresh and clean.
The result when porting that to our UI was a big change, but very well accepted by our users. Our app became well know for its magenta, its friendly icons and animations, and funny messages. The communication via posters and social media also got some traction for portraying some very “Berlin” ways of using public transport.
In the wilderness of the Berlin Startup World, this app wanted to stand out. As designer for Allryder, I presented three different proposals for a new identity that would follow the features and values the new app was going to bring, and to my rejoice the boldest, most vibrant and memorable one was chosen.
The graphic system inside the new allryder brand would not focus on app screens, or even app features, but instead would talk about the daily commuting, the reasons for using public transport, and would do all that in a young, fresh, vibrant language that would both catch attention and deliver the message.
One of the most interesting aspects of working on this app was the process of it being ported to three different platforms, in different resolutions, and keeping inside of their style patterns and each one of its design guidelines.
Even with different use of fonts and interactions, the main goal was to maintain Allryder’s identity in all phones.
The functionality was similar -except for Windows Phone which was just a reduced, experimental version. And the branding identity was proven to work great cross-device.
The developers of each team were trained to keep brand design guidelines on each implementation to port the look and feel in a solid way.
The challenge of such a bold and “screaming” graphic proposal was to have it under control, so that it would also work well on very simplistic, very straightforward approaches.
Such as this case, the main landing page which had the purpose of just quickly showing the usage of the app, and its main purpose: to go from point A to point B inside the city.
With a simple outcome, and the right social media pushing, it was really effective. The few possibilities for action, and yet its impact with a low-bandwidth-ready video and gif fallback, generated lots of new users and clicks. Also it was pretty effective on detecting the platform the user was in, to redirect to the right store for downloading.
Allryder had an intense but short run. The company recently changed its name, and made a new app, with more standard style for it to be able to fit more conservative markets such as Turkey, Chile, etc.