Catch
Product & brand design
Challenge
Car dependence is degrading urban environments by increasing traffic congestion, air pollution, and reducing pedestrian spaces. It strains infrastructure, limits public transport effectiveness, and diminishes the quality of life, making cities less accessible and less enjoyable for residents and visitors alike.
Outcome
A new transportation system that prioritizes public transit, cycling, and walking can reduce car dependence, ease congestion, and lower pollution. By integrating smart technology and promoting sustainable options, this system will enhance urban mobility and improve overall quality of life.
Booking a ride
This prototype guides the user through booking a ride and getting into the car. The main focus is on searching for a destination and selecting the options that best fit the user's needs.
Discover Cincinnati
On the Discover page, the user can search for various activities and amenities. From this page, they can learn more about a specific place and then order a ride to that location.
Buying a ticket
The user selects the ticket that fits their needs. The modal adds a layer of friction to the flow. Once the user has chosen the ticket type and quantity, they can proceed to checkout.
The need for green, reliable public transportation is key to city development
Through an in-depth investigation, my group realized how truly car-dependent Cincinnati is. We saw potential for a better city experience by creating a future transportation system.
This led us to research the future of cities and how transportation will evolve.
The focus on the user and their problems
Personas and the different types of problems that people face in their day-to-day lives were key to creating a solution that fits multiple needs.
I interviewed various people, and the secondary research combined into three distinct personas with very different lives.
Brand design and Catch
Coming up with a brand design around Catch was a challenge especially since it was my first time working on brand design.
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The idea was to make the brand feel approachable, safe, clean, and accessible. I wanted the values of Catch to match the project goals I had made earlier.
Special thanks to my team
Kate Faas – Vehicle Design
Joseph Morlote – Hub & System Design
Brett Plunkett – Hub & System Design
Jon Wolfe – Product & Brand Design
