Neel Akolkar – Carpool.School

The challenge

Carpool.School needed to modernize its digital presence, establish a cohesive brand identity, and create user-friendly digital products. The goal was to increase engagement, strengthen market positioning, and improve user retention for their carpooling app designed for parents.

The goal

To redesign the company's website and social media platforms, craft a strong and memorable brand identity, and deliver seamless, user-centric digital experiences through both web and mobile applications.

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User Research

To design a truly user-centric solution, I conducted extensive research into the key stakeholders and contextual challenges involved. For parents, I delved into their daily struggles with school pick-ups, drop-offs, and the coordination of schedules with other parents, identifying pain points in existing carpooling systems and their expectations for a more streamlined, reliable service. I also considered the needs of school kids, understanding their preferences, while prioritizing their safety and convenience, ensuring the app and branding appealed to them indirectly. The research also mapped out the complexities of after-school activities and logistics, which required a flexible and real-time scheduling system for carpooling. Additionally, I addressed systemic U.S. school problems, such as overcrowded drop-off zones, long waiting lines, and limited transportation options, identifying how the app could alleviate these pain points while adhering to school policies. Finally, I analyzed the broader patterns and behaviors of carpooling, emphasizing trust, reliability, and ease of use while ensuring compliance with safety protocols and regulations. This comprehensive research provided valuable insights that directly influenced the design process, shaping the app’s features and ensuring a seamless, user-friendly experience.

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the process

Design Process

Brand Identity Creation:
- Designed a unique logo to represent the company’s mission of connecting parents and schools through safe, reliable carpooling solutions. The logo symbolized unity, trust, and movement, with a modern and approachable aesthetic.
- Developed a comprehensive brand identity system, including a cohesive color palette and typography, ensuring consistency across digital platforms and marketing materials.
Website & Social Media Redesign:
- Transformed the company’s website and social platforms with a modern, user-friendly interface, aligning the visual identity with the new brand guidelines. This redesign increased user engagement by 71%.
Web & Mobile Application Development:
- Spearheaded the end-to-end design of a web application, creating intuitive interfaces and seamless user experiences.
- Collaborated with a cross-functional team to address design challenges in the mobile app, incorporating feedback from parents to improve usability and retention.

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Design Process & Wireframes