Ridas Mobile App
Ridas – Redefining Urban Transportation in Africa
Problem
Urban transportation in many African cities is unreliable, expensive, and unstructured. Existing ride-hailing apps are often out of reach for average earners due to high pricing, inconsistent service, and limited coverage.
UX Research – Listening to the Street
It all began with a question: Why is ride-hailing still a struggle for everyday people in cities and small towns?
Reviewed World Bank reports on African urban mobility and Studied competitors like Bolt, SafeBoda, and Gokada.
brand identities.
Pain Point
We spoke to 18 people across Lagos, Ibadan, and Port Harcourt — teachers, traders, students, and drivers.
Their stories had a common thread:
Key Insights were
We also shadowed 5 ride-hailing drivers for a day. The insights were clear: People didn’t just want a ride — they wanted control, clarity, and connection
Ideation & Sketching
Mapping the Vision: Using “How Might We” prompts, we brainstormed 20+ features. The ones that stood out:
04Empathy Map
With empathy maps, we reframed our users’ emotions
Welcome Screen – A Familiar Hello
“Every journey starts with a feeling — we made sure ours started with comfort”
When users first open Ridas, they’re greeted with a warm, simple welcome screen. No noise. Just the logo, tagline, and a gentle CTA to get started.
Home Screen
– One Tap to Move
“Chika’s daughter is sick. She doesn’t want to scroll. She wants to go.”
The home screen is where users enter pickup and destination points.
The layout is clean: bold location fields, a large
"Request Ride" button, and smart suggestions like “Home,” “Work,” and “Recent Trips.”
Users told us: “Make it quick, please.”
So we reduced decision fatigue. By focusing on just one core action —
booking a ride — this screen puts speed, clarity, and control in the user’s hands.
Fare Preview Screen
– No More Guesswork
“Emeka used to pray the fare wouldn’t jump. Now he knows before he books.”
After entering a destination, the user sees a full breakdown: base fare, distance,
and final price. It’s simple, with no hidden charges and a strong “Confirm Ride” button.
Many users from semi-urban areas abandoned rides due to unexpected price hikes.
This screen builds transparency and trust — showing pricing upfront and eliminating “surprises.”
Driver Details Screen
– Trust Behind the Wheel
“Mariam always checks the driver’s name. With Ridas, she gets more than a name.”
Once a ride is confirmed, the app displays the driver’s photo, name, rating, car model,
and plate number. There's also an option to call or message the driver.
In areas where security is a concern, knowing who’s coming brings peace of mind. This screen strengthens the human connection between driver and rider, and reduces ride cancellations due to fear or uncertainty.
Live Tracking Screen
– Confidence on the Map
“Poor network? Doesn’t matter. He knows the driver is coming.”
This screen shows the real-time movement of the driver toward the user, with an estimated arrival time.
In poor network zones, it switches to low-data mode with estimated check-ins instead of full maps.
Inconsistent connectivity was a major barrier. This screen was designed with offline-first thinking, ensuring the user always knows something — even if the map isn’t perfect. That reassurance is key in places with patchy data.
Trip Summary Screen
– Closing the Loop
“The ride is done, but the experience isn’t.”
After the ride, users land on a clean, simple summary. It shows the fare, payment method,
and a quick feedback form using emojis and tags like “Driver was polite,” “Car was clean,” or “Late arrival.”
This screen lets users reflect and contribute. They feel heard, and their feedback loops into driver profiles — building a community of accountability.
Each screen in Ridas wasn’t just designed to look good — it was designed to solve something. Whether it’s trust, clarity, or safety, every screen earns its place by meeting a real human need.
05Usability Testing
Listening With Our Eyes: Once our high-fidelity prototype was ready, we conducted remote and in-person usability tests with 12 participants — a mix of students, market women, and tech-savvy young professionals from urban and semi-urban areas.
06Results & Impact
Even though the app hadn’t launched nationally yet, early beta testing showed promising signs
Key Learnings
Designing for African urban users means designing for trust, simplicity, and affordability.
Offline habits and data limitations should influence UI decisions early.
Simple changes like real-time pricing and driver badges massively improve confidence.
Next Steps
Integrate in-app wallet with telco mobile money options (e.g., MTN Momo).
Add ride history filtering.
Explore a loyalty program for frequent users.
Final Thoughts:
Designing for People, Not Personas.
Through user interviews, journey mapping, and iterative testing, the Ridas interface was shaped by real stories — from teachers and market women to drivers navigating tough neighborhoods.
Every button, color, and flow serves a purpose: clarity, trust, and inclusivity.