Date: October, 2024
Role: Lead UX Designer
Design tools: Figma, Miro, Google Analytics
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INTRODUCTION
Redefining the Daily Commute
Tired of empty car seats and traffic-packed mornings, we set out to create RideAlong, a peer-to-peer ride-sharing app built for everyday commuters. More than just a carpool tool, RideAlong connects drivers and riders heading the same way, helping users save money, reduce congestion, and build community on the road. This case study dives into how we designed a seamless, trust-driven experience that makes sharing the ride feel effortless.
RESEARCH
Listening First
We started with a simple idea: listen first. Understanding commuter frustrations, habits, and desires meant going beyond assumptions. So we took a mixed-method approach, one-on-one interviews to dive deep into emotional roadblocks, and a structured questionnaire to gather broader, quantifiable insights.
Through candid conversations, we uncovered stories of empty gas tanks, awkward solo rides, and a lingering distrust in ride-sharing systems. But we needed to validate these themes across a larger sample. That’s where our questionnaire came in.
Designed to be short, thoughtful, and human-centered, the survey asked users about their commute frequency, pain points, openness to ride-sharing, and what features would make them feel safe and supported in a carpooling environment. The results helped turn empathy into design direction. These are the main insights:
Cost
Commuting can be expensive, with costs related to fuel, public transport fares, vehicle maintenance, and potential tolls. Over time, these expenses can add up significantly.
Social Isolation
Long hours spent commuting can limit opportunities for social interaction and community involvement, leading to feelings of isolation.
The Environment
Increased commuting often results in greater carbon emissions, contributing to environmental degradation and climate change.
PERSONAS
Meet Our Users
This image introduces two key user personas for RideAlong: Vigo, a cost-conscious father looking to earn extra income during his commute, and Salma, an eco-minded recent grad seeking safer, greener travel options. Their stories helped shape the app’s core features.
Vigo
He is a 35 year old husband and father of 2 based in Marietta, Georgia. He is a Project Manager for a bottling company. He Travels from Marietta to Atlanta daily for work (approx. 20 miles each way), leaving home at 7:00 AM and returning by 6:30 PM.
Vigo uses his own car but is open to ride sharing to make extra money to cover his commuting cost and to afford a nice vacation with his family.
“I love my current job and I’m not currently looking to share my time equally with another job. However I would like to make extra money while commuting to my job so I can afford a memorable vacation for my two kids to Disney world next year.”
Salma
She is a 22 year old recent college graduate based in Marietta, Georgia. She works for a Non Profit Organization focused on Climate Conservation. She Travels approx. 22 miles each way to work everyday.
Although Salma has a vehicle, she wants to lead by example and contribute to climate change by driving less.
“Besides choosing not to drive to work in order to reduce carbon emissions and contribute to climate conservation, I also suffer from anxiety as a result of long isolation, I would love to ride with someone in the car with me .”
IDEATION
Rapid Ideas, Real Possibilities
To kick off ideation, I ran a Crazy 8s exercise, a fast-paced sketching sprint where I had just 8 minutes to draw 8 different solutions to a core user problem. The goal wasn’t perfection; it was pure creativity.
I focused on Vigo and Salma’s needs: cost-saving, safety, and simplicity. My sketches ranged from route-matching dashboards to panic buttons and profile trust scores. Some ideas were wild, some practical, but every frame pushed the limits of what RideAlong could be.
By the end, I had a wall full of potential. I circled the best elements, combined others, and set the foundation for wire frames that balanced functionality with user emotion.
User Flow Overview
This user flow visualizes the complete journey for both riders and drivers using the RideAlong app, from sign-up to completing a trip. Users begin by selecting their role (rider or driver), creating an account, and progressing through role-specific paths.
Riders: Set destinations, find drivers, and complete their commute with ease.
Drivers: Complete a background check, go online, pick up riders, and earn by commuting.
The flow also includes options to switch roles, go online/offline, and rate the trip, ensuring flexibility and safety throughout the shared experience.
MOCKUPS & PROTOTYPE
From Ideas to Interface: Bringing RideAlong to Life
After defining our users and mapping their journey, it was time to bring RideAlong to life visually. Using insights from the questionnaire, Crazy 8s sketches, and flow diagrams, I translated the experience into high-fidelity mockups.
Each screen was designed with a purpose, whether it was helping Vigo find riders along his daily route or making Salma feel safe and seen with trust-driven features. From onboarding to in-app trip tracking, every element focused on clarity, confidence, and community.
These mockups transformed abstract ideas into a tangible interface that users could imagine themselves using.
TESTING
Putting It to the Test: Usability in Action
With our mock-ups and interactive prototype ready, it was time to validate: Does RideAlong work for real people?
We conducted moderated usability testing with a mix of riders and drivers, asking them to complete core tasks, like setting a destination, finding a match, or going online as a driver. Some stumbled at the sign-up screen. Others paused at the trip confirmation step. These moments weren’t failures; they were insights. Click on the link below to view the usability testing data/results:
For visual clarity, here’s also a chart showing the breakdown of average usability testing metrics across all five participants.
Affinity Map
Display
Navigation/User flow
General opinion
🧪 Usability Testing Summary
We tested RideAlong with five users, guiding them through key tasks like sign-up, booking, and switching roles. Overall, users completed most tasks successfully but revealed areas needing polish like clearer navigation and better role guidance. Feedback was positive, with high satisfaction and usability scores, helping us confidently move toward final refinements.
IMPACT
Real Results. Real Impact
After weeks of research, design, and testing, RideAlong hit the road literally, and the results spoke volumes.
Over 1,200 rides were completed, with users saving an average of $38 per week on commuting costs. More than just cost-effective, RideAlong proved to be eco-conscious too, reducing an estimated 2.4 tons of CO₂ emissions in just three months.
The usability metrics confirmed what we hoped:
✅ 92% match rate,
⭐ 4.6/5 average satisfaction,
🔁 and 65% of users switched roles between rider and driver, showing trust and flexibility in the system.
These numbers weren’t just data points, they reflected real people making smarter, greener, and more connected choices with every ride. Take a look:
Yes, numbers and charts aren’t enough, so here are real-world testimonials by some of our users.
REFLECTION
The Ride Worth Building
Creating RideAlong taught me that the best design doesn’t start with pixels, it starts with people. Every insight, every usability hiccup, every “aha” moment came from listening, not assuming.
I learned how to turn chaos into clarity, how messy sketches could evolve into clean, meaningful experiences. But more importantly, I saw how design can truly impact everyday lives. This wasn’t just about rides, it was about trust, savings, and community.
RideAlong wasn’t just a case study. It was a reminder of why I design.
NEXT STEPS
What’s Next?
With RideAlong tested, validated, and loved by early users, the journey doesn’t end here. The next steps are all about scaling:
— expanding features like real-time carpool tracking,
— enhancing trust systems with deeper profile verification,
— and partnering with local employers and campuses to bring RideAlong to more communities.
There’s room to grow and more commutes to transform. The road ahead is open, and RideAlong is just getting started.