Reimagining the Ride Ahead


From opportunity to empathy

The ride-hailing market that has traditionally taken little control over brand experience, leaving an important unmet emotional need for assurance up for grabs. Alto saw the opportunity to bring a ‘private driver’ service to professionals and women but needed to gain deep insight, fast, into what this new experience should look like. 


A uniquely elegant way to ride

In just 35 weeks, frog teamed up with Alto to re-define the US ride-hailing industry by elevating the customer and driver experience. We help customers feel assured, understood and in control at each part of their journey. Before and during each ride, passengers can set the vibe with custom playlists and choose the level of conversation with drivers to match their comfort—all from within the app.

We designed product, brand, business model and experience in parallel. From insight to strategy to final design, every touchpoint has been choreographed to deliver thoughtful, elegant journeys that built brand meaning over time. frog remains part owner and continues to support Alto’s expansion.  

Modern brand framework

frog and Alto collaborated to create a clear definition of purpose for the digital venture. This foundation enabled the team to reimagine the ride-hailing experience around the passenger. Everything about Alto is built on the mission of creating safe, inviting rides with a high level of service and deep attention to detail. The brand platform is scalable and flexible, designed to launch the startup locally and grow globally.

An elegant digital touch

Research identified what target consumers value most in a premium TNC service. From these principles the team built systems that serve customers' biggest unmet needs. For example, each Alto vehicle is outfitted with lighting that makes cars easier to find. Customers can control their in-vehicle ‘vibe’ directly from their app. Behind the scenes, telematics data streamlines fleet management and makes wait times more predictable.

We chose to work with frog because of their ability to bring our app and in-car experiences to life. From branding to app design and development, frog helped us create a differentiated and defensible product and customer experience and bring it to life quickly. Together, we went from concept to launch in only a few short months.

Will Coleman, CEO, Alto

Rolling out Alto

The initial 35-week collaboration involved many of frog’s core offerings, including brand strategy, product and service design, full-stack technology deployment, marketing support and even “place-making” in relation to the in-vehicle experience.

From hailing a ride to paying fare, the frog and Alto team built frameworks to integrate technical features for the passenger and driver apps, as well as into the vehicles themselves. Across the service, each touchpoint has been considered for context, ease of use and brand alignment to create a consistent, seamless, end-to-end experience.

Weeks of collaboration
Alto cities and growing
Raised in series B funding


Reimagining the Ride Ahead

A differentiated digital venture that offers a uniquely elegant way to ride.

Feel free to get in touch

We'd love to chat