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Creating the sound of an effortless, beautiful utility for Australian based ride-share company, Ingogo 

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Neo led a behavioural investigation with drivers and passengers to understand varying user needs, which quickly moved into prototyping and design. Concurrently, I formed an understanding of the Ingogo brand and core interactions reviewing strategic brand work undertaken by Neo, along with gathering evidence from videos and key insights to build a detailed understanding of driver and passenger context, behaviours and needs.

The above formed was key in forming the strategic foundations of the sonic brand, including sonic attributes and comparative out-of-market examples of those. Once the foundation was agreed and set, targeted sounds were produced to support core UI prompts and feedback, which were validated in-market with the newly designed applications.


Ingogo is an Australian Taxi booking and payments start-up facilitating the connection of taxi drivers and passengers through a smartphone application. Ingogo approached Behavioral Design consultancy Neo, to rethink the hailing, booking and payment experience across their passenger and driver mobile applications.

I was subcontracted by Neo as a Sonic Branding consultant to explore how sound could be utilised to further differentiate Ingogo from closely positioned competition in the vehicle (such as Uber, Lyft, Ola, Didi etc.,) and to increase the comprehension of a set of core tasks to be undertaken by drivers and passengers.


Both passenger and driver applications are now in market with a cohesive sonic identity that delivers utility in a simple and effortless way. In the context where little to no loyalty exists, Ingogo differentiates itself using its bespoke sonic brand identity - an intuitive collection of sounds delivering crucial information and reinforcing visual notifications, threading the brand into each moment.

Drivers can recognise Ingogo jobs from others and the severity of notifications, all whilst keeping the Ingogo application in the periphery, and focusing on the core task at hand, driving. 

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