01 · Case study
Northern Taxi
- Project type
- Booking website
- Where
- Whitehorse, Yukon, Canada
- Deliverables
- Product design, Web development, Technical SEO
- Live site
- northerntaxiwhitehorse.ca
Introduction
A taxi in the Yukon is booked from an airport kerb at midnight, a hotel lobby, a driveway in January. Northern Taxi answers the phone around the clock; its website had to be just as quick — set a pickup on the map, pick a vehicle, choose now or later, and send. Everything else on the site exists to bring a visitor to that form, or to the phone.
Pickup and drop-off are set by search, by tapping the map or from quick picks — downtown, the airport, Riverdale, Porter Creek, Copper Ridge. Sedan or van, now or later, a note for the driver, and the request is in.
Three ways to a ride
Book online, call, or chat on WhatsApp — a visitor is never more than a tap from dispatch.
Coverage
Every neighbourhood, the airport and the long roads out of town — named, mapped and a tap from a booking.
Neighbourhoods, the airport and the routes beyond town are each given a card, so a visitor can see they are covered before they ask — and book from where they are.
Built to be found
Every page is titled and written for how people look for a cab in Whitehorse.
Airport transfers, city rides, tourism and long-distance routes are each set out on their own, alongside coverage areas, popular destinations and a blog.
Built for a city that books on the move.
The site does a dispatcher’s first job: it takes the pickup, the destination and the time, and brings a visitor to a ride — or to a person — in a tap.
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Kinds of ride, each set out on its own: airport, city, tourism and long distance
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Coverage areas a visitor can book from in a tap
3
Ways to reach dispatch from any page: online, by phone, on WhatsApp
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