Getting there, safely.

A ride-hailing app for riders and drivers — built to MVP in record time, with a dash cam feature that makes every trip feel safer before it even starts.

Role

UX Lead + Designer

Team

6 (co-led with 1 lead)

Platforms

Rider App · Driver App

Focus

Ride-hailing MVP

Our task was to design ARRW in a way that makes booking a ride feel familiar and safe. Since the market already had established players, the experience had to be competitive from day one — with one meaningful difference: the option to choose a dash cam-equipped vehicle, built into the booking flow itself.

Our task was to design ARRW in a way that makes booking a ride feel familiar and safe. Since the market already had established players, the experience had to be competitive from day one — with one meaningful difference: the option to choose a dash cam-equipped vehicle, built into the booking flow itself.

Challenges

Two apps. One timeline. Zero room for error.

MVP under pressure

The client needed both the rider and driver apps live in a very short window. Speed wasn't a tradeoff — it was the constraint the entire design process was built around.

Familiar enough to trust

Users already had Uber and Careem on their phones. The experience couldn't feel foreign — but it also couldn't be a copy. The goal was confident

Two users, one product

Riders and drivers have different goals, different flows, and different pressure points. Designing both apps in parallel meant every shared decision had to work for two completely different mental models.

My Role

I co-led a team of six alongside another lead, owning the UX direction, wireframing, task distribution, and client communication throughout.

UX & Wireframing

Led the UX direction and wireframing across both apps, starting with the core booking flow before branching into supporting flows.

Task distribution & team direction

Defined which flows follow convention and which needed original thinking, then structured the team's work around that decision from day one. Two designers on the critical path with me, the rest on supporting flows with clear briefs and regular review checkpoints

Client communication

Presented work and managed feedback directly with the client throughout the project

Usability testing & final report

Led testing for both apps: face-to-face sessions with drivers, remote sessions with riders. Delivered a full insights report with prioritized recommendations that guided the team through final revisions and handoff

Key Design Decisions

The fastest decision was knowing what not to redesign. The core booking flow, request, match, ride, pay — didn't need reinvention. Users already knew it. Protecting that familiarity freed up the team's time and energy for the flows that actually needed new thinking.

Option considered

Redesign all flows from scratch for differentiation

Decision made

Define which flows follow convention, focus design effort only where it creates real value

Dash cam as a booking choice, not a setting. Safety features usually live in menus. We put the dash cam option where the decision actually happens — inside the vehicle selection step at booking. One choice, visible at the right moment, without disrupting the flow.

Option considered

Redesign all flows from scratch for differentiation

Decision made

Define which flows follow convention, focus design effort only where it creates real value

Solution

Two apps. One system.

Core flow first I started the team on the core booking flow before anything else. Two designers stayed with me on the critical path — the rest took supporting flows with clear briefs. Progress reviews kept everything moving in the same direction.

Driver experience, designed separately The driver app wasn't an afterthought. Drivers have a completely different relationship with the product — they live in it for hours. The interface had to be clear, fast, and low-friction under real working conditions.

Dash cam, built into the moment Rather than treating the dash cam as a feature page, we embedded the choice inside the vehicle selection screen. Riders see it when they're already deciding — no extra steps, no buried settings.

Usability testing that closed the loop Both apps went through structured testing before final delivery. Driver sessions were face-to-face. Rider sessions were remote. The findings fed directly into a prioritized recommendations report that guided the last round of revisions — so the handoff wasn't just designs, it was validated designs.

Outcome

Shipped. On time. Both apps.
The MVP launched within the client's timeline — rider app and driver app both live. The usability testing caught issues before they reached users, and the recommendations report gave the client a clear roadmap beyond launch.

The dash cam feature landed exactly where it needed to: not as a safety add-on, but as a natural part of how you choose your ride.