In 2012 TomTom NV started with the new department of ‘TomTom Taxi.’ The Taxi project comprises a product-service combination, which aims to make the process of taxi booking easier and more transparent. Three main products support the taxi supply: the first two are the Taxi Butler and Taxi Booking app, which enable passengers to book a taxi, and the third is the Taxi Assistant, which is a navigation device for taxi drivers on which ride requests can be received. At the start of the project the scope was very broad and the problem as given was: “Improving the user experience of the TomTom Taxi product service system.” Making this goal more specific would make it possible to improve a specific functionality of (one of the products of) the Taxi product service system (Taxi PSS). After a company and market analysis, and operational observations within TomTom Taxi (chapter 1 and 2), a more detailed problem area was decided to focus on. The associated problem statement is the following: “Design a feedback mechanism that can be implemented within the Taxi PSS and contributes to a better quality of the taxi experience.” Only Taxi Booking app users own a device, by means of which feedback can directly be submitted, so the main focus of the project is on the Taxi Booking app. Subsequently, the feedback mechanism is designed by following four steps. First, the current way of interacting and experiencing the TomTom Taxi products are mapped in a so called ‘customer journey,’ based on the insights gained from observations and interviews within TomTom Taxi (chapter 3). Second, the literature related to feedback mechanisms is discussed in chapter 4. The characteristics of PSSs and feedback mechanisms are explained and based on this information several design choices are made regarding the type of mechanism to be used, the data processing method and the time span of the rating process. In chapter 5, a total of sixteen passengers and drivers are interviewed about their taxi experiences and their preferences for a feedback mechanism within a taxi booking app. Based on the insights derived from the interviews, it is decided to design three extra menus within the current Taxi Booking app: ‘Choose quality aspects,’ ‘Choose your driver’ and ‘Rate the ride.’ It was also found that the largest difference in taxi user groups concerns the subdivision between the leisure/tourist and professional passenger group. This insight is implemented by offering the app users the option to choose for either ‘lowest price’ or ‘shortest waiting time.’ Furthermore, the most important taxi quality aspects were revealed. Within the new feedback mechanism users can indicate their preferences by (un)checking them in the ‘Choose quality aspects’ menu. Their settings are used for finding the best suitable driver automatically, and for compiling a list of best suitable drivers within the ‘Choose your driver’ menu. Lastly, after a conceptual phase for the three new menus, an iterative design process follows in chapter 6, in which the preliminary concepts are designed and tested iteratively. A total of eleven participants tested the three menus. The final result of the project is a feedback mechanism for the Taxi Booking app that contributes to a better quality of the taxi experience. In more detail, the result consists of two aspects. The first aspect is the new customer journey, which shows the feedback mechanism functionality within the taxi booking process. The second aspect is the working of the back-end of the feedback mechanism. Both are described in chapter 7. In the last chapter the conclusions and recommendations concerning the final design and the activities roadmap are set out. Concluding, the proposed feedback mechanism will contribute to a better taxi service by enabling ranking drivers’ peformance by means of passengers’ feedback. Also, drivers get the opportunity to improve their behavior since they will receive the passengers’ feedback per e-mail, and passengers are enabled to choose a driver that suits their requirements best. Nevertheless, in order to be able to conclude that the proposed mechanism actually improves the taxi service quality, the current perceived quality and the quality after implementation, should be compared.