Checker Taxi
Checker Taxi is being reimagined as a luxury, high-end tourism experience in Chicago. Combining its iconic exterior with modern technology, our service offers customizable, premium rides tailored to travelers seeking exclusivity. With features like a seamless passenger app, in-car digital screens, and personalized itineraries, we aim to differentiate from traditional taxis and ride-shares, redefining city exploration with history, comfort, and innovation.
Tools
Figma, Figjam, Rhino, KeyShot, Adobe Suite, ChatGPT, Perplexity
Professor
CLARK DELASHMET
Duration
10 weeks
TEAM
Mackey,
Homero Vergara,
XIRUN ZHOU,
HAOJIA YANG
My Role
Research
wireframing
Prototyping
Category
Service
Checker Motors Corporation was a company dedicated to producing iconic, durable taxis that set the standard for the taxi industry. It became a cultural symbol of American city streets, shaping generations' collective memory of dependable and classic taxi service.
Currently, Checker Taxi is defunct after the business went bankrupt in 2009.
The taxis are today being rented out to film studios, an American icon reduced to a prop.
It’s time for a change. A return to the good days of Checker Taxi’s past.
Research
Secondary research
First, we need to start by checking the pulse on taxi usage. What do modern consumers think of the traditional cab experience?
We took a survey of 84 people and their opinions on rideshare apps versus taxis.
Here's what they had to say…
Out of our 84 responders,
Report issues with ONLY rideshare
Report issues with ONLY taxis
Report issues with ONLY taxis
Report issues with ONLY taxis
20
8
25
31
THE ISSUE
So, what are the problems we need to face this time around?
Analysis
We synthesized this and more information from our survey into three key pain points.
Target Audience
We decided to focus our new experience on
Millennial Travelers.
BUT WHY?
Millennials tend to be more loyal to nostalgic brands. Over 60% are willing to pay more for brands that create an emotional connection, especially those that blend classic elements with modern touches.
84% of Millennial respondents want to travel somewhere they can immerse themselves in local culture.
Final Solution
Ecosystem
The Nostalgic Exterior
Equipped with high-quality leather seating, ambient lighting, and upscale finishes, Checker Taxi is positioned as a distinctive, elevated choice in urban transport.
Passengers can explore nearby attractions during their journey and save favorite spots for future visits, creating a personalized sightseeing experience.
ONBOARDING
Choose your journey, start your own custom adventure.
We streamlined onboarding by reducing steps, allowing users to access and edit their itinerary directly.
GET A RIDE
Call a cab from the app anytime, anywhere.
SCHEDULE A RIDE
Plan ahead and book your Checker Taxi in advance.
VIEW SCHEDULE
Go to your schedule and edit your trips.
To reduce user actions, we added pop-up prompts that simplify itinerary planning with timely suggestions, making it easier for users to complete their schedules with minimal effort
EDIT SAVE FOR LATER
Manage saved spots for later, whether saved from inside the cab or the homepage.
Aggarwal
©2026 Krishna Aggarwal