UX & product design, sales website design

January 2017 – June 2017



EasyCar is a car sharing platform allowing drivers to post journeys they are taking and offer available seats to other travellers going in the same direction.

My role here was a Product Designer, with the team tasking me with overseeing the entire design of this new ridesharing SaaS (software as a service) product which they were setting up for the first time.

“Michael helped us design the UI / UX of a new complex service that we’ve built in-house from scratch. Michael is a lovely person to work with, very responsive and flexible. He proved to be a great thought partner, helping us develop a high-end solution. Recommended!”

Ben Gutkovich

Head of Business Development, easyCar


As a contract Lead Product Designer, I worked directly with the CEO, Head of Development and internal lead developers. My input was required on product functionality decisions through to UX designs and final visual designs.

Some key achievements include:

  • Implementing functionality choices and parameters for how aspects of the software should behave. One example is the complex algorithm as to how routes should be decided when the journey has a start point, end point, but also pickup and drop offs along the way for multiple passengers. With a product having this many moving parts and variables, it was essential to make sure we had considered all the possibilities from the start, otherwise the potential issues given various scenarios could soon grow out of control.
  • Designing the software from the ground up and wearing multiple hats. I was originally bought in as UX Designer, but the role quickly developed into Product Designer as I became a key voice on decisions around product features and whether these were required. In addition to this role, I translated the features into a user interface and high fidelity designs.

Understanding the problem

We had weekly design meetings in which we held each aspect of the software under a microscope, ensuring that we met the needs of the user as well as providing an easy to use experience at the same time. When building this system, the key problems we had to solve were:

  • Understanding the many, complex variables on how a user could submit journey details, ride information, locations, ride publishing, pricing and more.
  • Because of the nature of the service and human behaviours, there is potential for a lot of issues to occur, such as people cancelling journeys, times, routes and more. All scenarios have to be considered with the correct system in place to communicate with all the users in real time.
  • Building the product as a smart, scalable and consistent experience for both the consumer facing mobile and desktop applications.
  • Designing for two very different systems, the passengers and the drivers – considering the paths both would follow at all times and how they need to interact with each other.
  • Ensuring considerations on how personal data is shared amongst users is top of mind.
  • Limiting the potential for routes to be lengthened and diverted when adding pick up points.

Building the solution

  • Building functionality for drivers and passengers to filter through available rides based on social parameters. For example, talkative, quiet, allows pets, etc.
  • Designing an effective messaging system to keep communications on the platform.
  • Creating an algorithm so limits are in place and routes are easily calculated. For example, only a certain amount of diversions can be applied to the route when you’re adding pick up points.
  • Creating comprehensive design systems and a design library for the developers.

Developing the design

I created my high fidelity mockups in Photoshop before moving over to using Marvel, as a collaborative design platform. This allowed me to protype, test, design and inspect the designs alongside the key stakeholders. I worked closely with the development team providing a detailed technical handover document so they could inspect the files. I then conducted a UX review of the finished build to ensure it was aligned with the designs before it went live.
I ensured that the easyCar branding worked within the parameters of the easyGroup brand guidelines, so that the finished high fidelity designs were in-line with the existing brand tone of voice and specified fonts and colours.
I was also tasked with the design of the sales website with clear call to actions, conveying the purpose and value of the service to target users. I also designed email templates for system notifications, booking confirmations and more.

I was also tasked with the design of the sales website, as well as email templates for system notifications, booking confirmations, etc