Part 1: The Rute Mark
Various graphical styles were considered by arranging shapes and lines to form negative and positive spaces. Feedbacks were collected on which ideas should be digitized. The selection narrowed from primitive arrows and circles to complex scaling and a combination of elements. The Rute Mark is assembled from six planes that are assembled, subtracted, added, and rounded. The arrow and capital R represent the brand's mission to guide cyclists with a modern and user-friendly user experience and interface.
Part 2: UX Design
Each persona has a tag, attributed to their general information—age, driving status, location, interests based on their career and hobbies. Goals are also assessed, relating to biking and traveling in their localities and social setting.
The operating system’s user flow is straight forward, and is the foundational blueprint of Rute’s major interactions.
Information design planned the organization of how information and interaction would be evenly distributed throughout the platform.
Part 3: UI Design
Buttons and interactions are meticulously planned out to be as unobtrusive yet provide the most essential information for the biker to make their decision. Each cell corresponds to each other in regards to style and functionality.
Part 3: UI Design
Designed by IBM BX&D, Mike Abbnik, and Bold Monday, and independent type foundry in Netherlands, the neutral Grotesque typeface that is made for legibility in print and digital interfaces.
