Creating a landing page for an employee shuttle service app
A look into how my approach to designing a website landing page changed from one year of UX/UI experience to two years in.
Our team at Greater is growing more this year, and one of my tasks is to create a design challenge for our applicants. This led me to revisit a design challenge I did during my first year. My project was Tabi.
Looking at my past design, it was interesting to see how I changed my approach in thinking through the experience, the tools I now have at my disposal, and the evolution of my design taste.
TLDR;
- Experience added to the depth of how I interpreted the brief.
- My design taste has expanded.
- My design execution has become more sophisticated.
- AI-generated content has become more accurate and is becoming a cost efficient resource in my workflow.
The brief
Create a landing page for an employee shuttle service (the naming and brand essence was a part of a different activity —for now, we'll walkthrough the visual design).
About the project
Tabi is a shuttle service that provides commuters with comfortable and affordable rides to central business districts (CBDs) in Metro Manila. They use AI to calculate the fastest routes and manage pickup and drop-off schedules.
Types of users
- Primary: Employees working in central business districts who would book a slot for a ride to pick them up to and from select stops near their neighborhoods and their offices.
- Secondary: Corporate offices looking for commuter services for their employees.About our client
The goal
Our client, wants a landing page design that communicates their values: punctuality, reliability, comfort, and affordability. He wants the website to look friendly, human, and modern.
Comparison
I would take it as a good thing that I am now cringing at my original design. I knew I wanted to pull-off the bento aesthetic. I also wanted to experiment with AI. At the time, I was using Midjourney 2.0. Back then, I would consider this a good effort, but my inexperience gave itself away.
The Redesign
This time around, my approach was much more intentional. I went with neon green and black on white for a fresh, modern feel. The graphics took inspiration from clay sculptures, which felt both technologically advanced, yet approachable. Content-wise, the page is more informative and has more useful features.
HERO SECTION
The headline is clear about what the service is. I made sure the main action stands out, but also included a secondary action for businesses. I also included graphic assets that illustrate the message.
BENEFITS SECTION
I stuck with the bento grid, but now the features are easier to scan: copy up top, bold illustrations (this time generated with Gemini 2.0 and tweaked in Figma) filling the containers. All the benefits are visible at once, so users have an easier time scanning info.
FEATURE PREVIEW
This section gives a simple demo of how booking works, using design patterns that people already know from travel sites. I kept this out of the hero section on purpose—the hero’s job is to quickly explain what Tabi is, while the benefits section shows what makes it different from other ride-hailing apps. The feature preview comes in once someone’s interested and is ready to try the service.
APP SECTION
This section reinforces the feature preview, and the established messaging around comfort and ease of use.
CALL-TO-ACTION
The final section gives both main user groups a clear next step, with a bit more emphasis on individual commuters.
Final Thoughts
I can see how much experience shapes intuition, which leads to more decisiveness. Now, my process is more thoughtful, my design choices are more deliberate, and I’m better at communicating value through design. Moving a project with a clear strategy from the get-go makes designing faster in a way.
On the other hand, in the pursuit of growth, these means that there is no spare time, because the rest of it would go to discovery and pushing the bounds of where my intuition led me, and finding myself again in the realm of the unknown where I am once again inexperienced. New tools, new trends, new understanding of the audience, introduce me another phase of experimentation - a cyclical exercise that I believe ultimately leads to a stronger outcome.
Let's chat.
If these thoughts spark project ideas, counterpoints, feedback, or anything else, feel free to reach out.
