Redefining Water Taxi Booking in Rotterdam

The Challenge

The existing WTR booking system relied on a static web form, offering no live information about taxi availability or wait times. As a result, customers often faced uncertainty about pickup points, operating hours, and prices.

User feedback highlighted three consistent pain points:

• No real-time visibility of taxi locations or schedules
• Unclear booking flow with limited payment options
• No mobile experience for on-the-go users

Our challenge was to deliver a user-tested MVP within just three months, a working prototype that would demonstrate business potential and user demand.

Goals

• Simplify and modernize the booking process for water taxis.
• Introduce real-time updates and route visibility on a map.
• Improve accessibility and reduce cognitive load for first-time users.
• Create an MVP strong enough to secure stakeholder approval for further development.

Process

We began with user and market research, analyzing transportation apps such as Uber and the NS App (Dutch Railways) to understand patterns in real-time booking and route tracking.

In parallel, we conducted a Google Forms survey and analyzed Google Reviews from existing WTR passengers. The feedback confirmed what the team suspected: while users loved the experience of riding, they struggled with planning and booking.

We used these findings to define key design principles:

• Account flexibility: allow users to try the app before registration.
• Map-first navigation: make the map the heart of the experience.
• Scheduled service: enable ride planning based on availability.
• Operating hours: display real-time service hours and routes.

From there, we developed wireframes and low-fidelity prototypes, testing early booking flows to identify friction points such as unclear date pickers and location inputs.

Design Solution

The final MVP centered on a map-centric mobile interface, a clear visual experience where users could view taxi positions, select pickup and drop-off points, and see route suggestions based on real-time availability.

Key design elements:

• Interactive full-screen map displaying available taxis.
• Quick booking flow where users enter route details and see estimated pickup times instantly.
• Transparent scheduling with operating hours and pricing details visible upfront.
• Streamlined account creation allowing guest access to encourage app trials.

The visual language was deliberately minimal, inspired by the clean navigation systems of Uber but localized for Rotterdam’s maritime identity.

Usability Testing & Iteration

We tested the prototype with target users and incorporated their feedback through several iteration cycles:

• Improved time and date picker interaction.
• Added clarity in booking confirmation screens.
• Enhanced alternative suggestions for unavailable times or routes.

These refinements helped reduce confusion and made the booking experience more fluid and predictable.

Implementation & Impact

Within three months, the team successfully presented a fully interactive MVP prototype to stakeholders. The demo clearly illustrated how a digital product could simplify bookings, improve service perception, and increase ride frequency.

The project achieved its goal: stakeholder approval for further app development.

What I Learned

This project was my first experience designing a real-world mobility app from scratch under strict time and scope constraints. In this experience I learned how to:

• Design for real-time systems with multiple dynamic variables.
• Simplify complex user journeys without compromising on clarity.
• Collaborate efficiently with developers and engineers across disciplines.
• Use MVP thinking to balance business validation and user needs.

It showed me how thoughtful UX design can unlock value for both users and businesses even in traditionally offline services.