CLIENT:
TAPSI
YEAR:
2022 - 2024
ROLE:
PRODUCT DESIGNER
Imagine you're a ride-hailing driver in Tehran, late for your next shift, and your car suddenly needs engine oil. You open Tapsi Garage, Tapsi's in-app marketplace for car parts and services. Instead of quickly finding what you need, you're met with cluttered screens, inconsistent visuals, and a confusing checkout flow.
Under time pressure, every second counts, yet the app feels like it's working against you. That was the story drivers told us when we started this redesign.
My role was to transform Tapsi Garage into a driver-first, scalable, and accessible product, a platform serving thousands of drivers across multiple cities, while aligning with Tapsi's broader design ecosystem.
What the data was already telling us
Before any redesign work, research surfaced three problems that together explained why a functioning storefront was still losing customers.
This research shaped our problem statement, not the other way around.
Two rounds to find the real structure
I imported the research data into an affinity map and sorted it into themes twice, the first pass was too broad to
design against, so I converged it into a second, sharper set before touching any screen.
With research insights and workshop outcomes in hand, we moved to restructuring the
experience from the ground up. Three key areas drove the IA work.
From eleven items to five
The navigation had eleven top-level items with no visible hierarchy. The Strategy Lead pushed back on simplifying it. I
ran a card-sorting exercise with eight internal stakeholders instead of arguing the point, the data won the argument.
Where the senior-level judgment calls happened
Two decisions shaped this project more than any interface detail.
The system that carries the product
How the work actually happened
What I'd do next
