Rideshare with ease.

Role: Ux designer student – Graduate




This is my Bachelor final project, which I've been working on about one year from researching, interviewing, ideating, creating and prototyping. Designing a random ridesharing solution might be easy. So why this project is different? This solution was designed for an untrustworthy environment (specifically Brazil). It's difficult to people carpool where there are lots of security problems going on.

The Challenge

During the research, after the interviews I realized that the top three issues that made people not to offer a carpool for someone was: Security, Fear and Loss of time/freedom.
So how is it possible to design a ridesharing solution for users that want to feel safe and enjoy the ride? How to design a solution for people that feel very insecure? How to connect drivers and pedestrians in a trustworthy way?

The Idea

The interviews and the contact with people that carpool around the universities made me realize that few people actually carpool organizing themselves on facebook groups where they can check common friends and interests. As outcome for my solution, I organized the wire flow in a way people feel connected and somehow in a reliable environment.
Project development


Going from the most abstract phases to the most concrete ones, the project passed through five steps to achieve the best experience with a user-centered approach. The aesthetics are an important piece of the project developed in the last phase of the project, as its name says, the surface is the contact channel between the platforms and users. Under the surface there are four steps that are crucial: Strategy, scope, structure and skeleton. Method based in the great book (Yeah, I'm a big fan) "Elements of the User Experience" - Jesse James Garret (2nd Edition - 2011)
Getting to know who I'm designing for


After a couple of card sorting sessions

Information architecture

Prioritizing, labeling and organizing the flow of the platform. It was the most hardworking phase but one of the most important steps to ensure an easy-to-use solution. Based in the mental models of the users, the flow between screens were thought to be "invisible".
Wireframes - Low fidelity ideation and then medium fidelity screens into grids
Testing, improving and validating
Many things I thought would work just fine actually went somehow a little different. A user interview with 5 potential users assisted by the interaction with the prototype showed what parts of the project had to be changed. The home screen was simplified because the majority of the users were getting confused with the excess of information. The prototype was made with Invision.
The solution
The solution was designed with two base points: Security and affordance. The digital environment was created to increase the feelings of reliability. People organize themselves in communities since ever. People in one specific community share the same values and have somehow the same way of thinking. This concept was brought into the digital solution, where users can organize themselves in communities and feel in a known environment. It's easier to share something with someone when you have common interests, and even common friends. Mutual friends and interests section connects people and makes them less unknown. In addition to that, the users ratings play a big role, as it adds a public reputation for each user in the platform.
The project got a really good feedback from users that tested the prototype. It was an amazing opportunity to increase not only my pixel perfect design skills but my knowledge in research, interviews and project management. It's important to say that this project was made before the entrance of Uber, Cabify in the South American market. But still, my main idea is a ridesharing solution and not a private driver app. I can see the ridesharing apps getting popular now, like Blablacar, but still they have a huge problem with the unsecurity feeling among users.
Adobe Illustrator
Adobe Photoshop