Stories&Project
Win
Ride-hailing platform
         In January, the Bangkok Metropolitan Administration (BMA) office has plans to reorganize the public transportation system in Bangkok. One of the focuses is on public motorcycle taxis, locally known as "Win"        
        Our team pitched a ride-hailing platform utilizing Bangkok's existing resources to develop and solve urban problems. The operation will follow a venture builder model, and the product will be launched as a sandbox for actual use over a one-month period.
Venture-Builder
Product

Project overview

        “Win” is a ride-hailing platform developed in collaboration with the Bangkok Metropolitan Administration (BMA), highlighting a "Last-mile transit" business model. It utilizes public motorcycle taxis to connect residential areas with major public transit stations, offering short-distance transportation services at the most cost-effective prices compared to all competitors.    
        Our team delivered end-to-end solutions from pitching to product launch, competing with 6 other companies in a one-month sandbox trial to determine the best BMA partnership candidate.

Creative Process

Research & User interviews
Proof of Concept
Creative Development
Validation
Implementation
Sandbox test
Results

Responsibility

Research & Analysis / CONCEPT
Mobile app. DESIGN / Design system
Logic & Designing Flow
Marketing / OPERATIONS
Sandbox test

Creative Team

Client
Bangkok Metropolitan Administration (BMA)
Product
วิน
Project timeline
4 month
Role
Product Designer
Design team
P’Earth, e.Earth, Tonnun
team
Mia Collaboration co.ltd.,
After pitching business model, the team had approximately 3 months for design and development before launching the product trial in the sandbox by late March. With limited time, the team conducted brief research including field work for Proof of Concept (POC), gathering feedback and problems from motorcycle taxi drivers, researching relevant regulations, and collecting input from BMA officials to improve and refine the concept.
The team had one week to create a design system and establish a basic CI style guide, utilizing the original orange uniform color of BMA's motorcycle taxi drivers and implementing a physical-to-digital UI gimmick to achieve uniqueness while minimizing development time.
Given tight deadlines, the team defined the MVP to focus on designing only the Customer's app and Rider's app. For the back office website, we utilized connections to the existing back office app, only modifying the queue logic and adding geo-fencing capabilities for each public motorcycle taxi station to align with the business model.

Sandbox test

A one-month sandbox trial ran in one Bangkok district, competing with 6 companies in different areas.
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Our expanded team split into 2 groups to handle operations and marketing.
Group 1 handled field operations: setting up geo-fencing, training and registering motorcycle taxi drivers.
Group 2 focused on promotion: conducting on-ground marketing campaigns and running social media promotions via Facebook and TikTok to drive user registration and trials.
Despite achieving the highest sandbox test scores and growing user adoption over the month,
we couldn't proceed to full-scale implementation due to unresolved business terms and revenue sharing agreements.
As a Designer on this small team, I was involved in almost every aspect, gaining invaluable startup experience across multiple roles while enhancing both my comprehensive understanding and adaptability skills
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