Win
Ride-hailing apps
"Win" is a BMA-collaborated ride-hailing platform built on a last-mile transit model connecting residential areas to major public transit stations via Bangkok's existing motorcycle taxi network, delivering the most cost-effective short-distance transport while reducing CO2 emissions. Our team pitched, won against 6 competitors, and delivered end-to-end from business model to live product launch under a venture builder model
Product Design
Venture-Builder
Hackathon
Challenge
Winning the pitch was only the beginning with 3 months to build from zero, BMA simultaneously invited 6 established Thai ride-hailing platforms to compete using our concept, raising the stakes to prove we were the right long-term partner
CREATIVE PROCESS
We built three interconnected products simultaneously customer app, rider app, and back-office with the added complexity of digitising Thailand's motorcycle taxi zone culture, where every driver operates from a fixed spot with non-overlapping territorial boundaries across streets. This constraint became our product advantage: customers face minimal wait times, riders eliminate wasted fuel from job-hunting, and the network self-organises turning street-level taxi logic into the core architecture of the platform
Research
User interviews
Proof of Concept
Creative Development
Implementation
Results
Sandbox test
Validation
Results
Sandbox test
Our expanded team split into 2 groups to handle operations and marketing.
A one-month sandbox trial ran in one Bangkok district, competing with 6 companies in different areas
Team A
handled field operations: setting up geo-fencing, training and registering motorcycle taxi drivers.
Team B
focused on promotion: conducting on-ground marketing campaigns and running social media promotions via Facebook and TikTok to drive user registration and trials
Despite the highest sandbox scores and steady user growth, the project couldn't proceed to full scale due to unresolved revenue-sharing terms with BMA
As a designer on a small team, I contributed across nearly every aspect of the product , gaining invaluable startup experience and sharpening my adaptability across roles