The jumping off point for this project was to create an app that the User could quickly launch and order a taxi without any confusion or hassle. The focus was business people in the downtown area of Austin, Texas that were in the city for meetings. With the already stressful mindset of getting to places on time, meeting with executives, etc. - the app needed to be very straight forward and stress free. Ideally the User would launch the app and hit a single button, then a taxi would be on it's way.
Note: This version of the app was early in production. Since then, the app has been updated and modified by various companies. I still feel this was the smoothest and cleanest iteration.