Uniride — Campus Carpooling App
Uniride — Campus Carpooling App
Uniride — Campus Carpooling App
End-to-End UX Case Study
End-to-End UX Case Study
End-to-End UX Case Study
A campus carpool experience designed for safer, convenient, and affordable commutes.
A campus carpool experience designed for safer, convenient, and affordable commutes.
A campus carpool experience designed for safer, convenient, and affordable commutes.
Reducing long commute times and high commuting costs.
Reducing long commute times and high commuting costs.
Reducing long commute times and high commuting costs.
Project Overview
Project Overview
Project Overview
Project type
Project type
Project type
Mobile App
Mobile App
Mobile App
Timeline
Timeline
Timeline
3 months
3 months
3 months
Role
Role
Role
UX Designer, UX Researcher
UX Designer, UX Researcher
UX Designer, UX Researcher
Challenges
Challenges
Challenges
• Applying research methods and design standards in my first end-to-end UX project, where every step was a new challenge for me.
• Applying research methods and design standards in my first end-to-end UX project, where every step was a new challenge for me.
• Applying research methods and design standards in my first end-to-end UX project, where every step was a new challenge for me.
• Designing for trust in a trust-sensitive campus commute.
• Designing for trust in a trust-sensitive campus commute.
• Designing for trust in a trust-sensitive campus commute.
• Recruiting diverse participants with limited time while reducing sampling bias.
• Recruiting diverse participants with limited time while reducing sampling bias.
• Recruiting diverse participants with limited time while reducing sampling bias.
• Taking a step back from my own thinking to define what “good” looks like, evaluate my work objectively, and identify what to improve next.
• Taking a step back from my own thinking to define what “good” looks like, evaluate my work objectively, and identify what to improve next.
• Taking a step back from my own thinking to define what “good” looks like, evaluate my work objectively, and identify what to improve next.
What I learned
What I learned
What I learned
• Combining qualitative and quantitative research to validate insights and turn them into clear design decisions.
• Combining qualitative and quantitative research to validate insights and turn them into clear design decisions.
• Combining qualitative and quantitative research to validate insights and turn them into clear design decisions.
• Quick usability testing and iteration to catch friction early.
• Quick usability testing and iteration to catch friction early.
• Quick usability testing and iteration to catch friction early.
• Reflecting on my work and iterating based on evaluation and feedback.
• Reflecting on my work and iterating based on evaluation and feedback.
• Reflecting on my work and iterating based on evaluation and feedback.
• Using clear visual hierarchy to make the overall UI easy to scan and compare at a glance.
• Using clear visual hierarchy to make the overall UI easy to scan and compare at a glance.
• Using clear visual hierarchy to make the overall UI easy to scan and compare at a glance.
Background
Background
Background
Ottawa is a city made up of large, dispersed communities located far from university or college campuses.
Ottawa is a city made up of large, dispersed communities located far from university or college campuses.
Ottawa is a city made up of large, dispersed communities located far from university or college campuses.
Students who rely on transit are often forced into 1–2 hour commutes with multiple transfers, while student drivers face high gas and high parking costs.
Students who rely on transit are often forced into 1–2 hour commutes with multiple transfers, while student drivers face high gas and high parking costs.
Students who rely on transit are often forced into 1–2 hour commutes with multiple transfers, while student drivers face high gas and high parking costs.
As a result, daily commuting has become a significant strain on students’ time, energy, and financial resources.
As a result, daily commuting has become a significant strain on students’ time, energy, and financial resources.
As a result, daily commuting has become a significant strain on students’ time, energy, and financial resources.
Intercept Interviews
Intercept Interviews
Intercept Interviews
On-site at campus bus stops and parking lots, I intercepted students (n > 30) using convenience sampling to capture their real-time attitudes toward campus carpooling and explore a wide range of initial opinions.
Many students expressed strong interest in carpooling, validating the early need for a campus carpooling solution, but they also had clear safety concerns.
On-site at campus bus stops and parking lots, I intercepted students (n > 30) using convenience sampling to capture their real-time attitudes toward campus carpooling and explore a wide range of initial opinions.
Many students expressed strong interest in carpooling, validating the early need for a campus carpooling solution, but they also had clear safety concerns.
On-site at campus bus stops and parking lots, I intercepted students (n > 30) using convenience sampling to capture their real-time attitudes toward campus carpooling and explore a wide range of initial opinions.
Many students expressed strong interest in carpooling, validating the early need for a campus carpooling solution, but they also had clear safety concerns.
Transit Riders
Transit Riders
Transit Riders
“Basically, you don't know people that you're going to be riding with.”
“Basically, you don't know people that you're going to be riding with.”
“Basically, you don't know people that you're going to be riding with.”
“This would be a dream. My bus is late almost every day.”
“This would be a dream. My bus is late almost every day.”
“This would be a dream. My bus is late almost every day.”
Drivers
Drivers
Drivers
“If someone could split gas and parking with me, that would make things much easier.”
“If someone could split gas and parking with me, that would make things much easier.”
“If someone could split gas and parking with me, that would make things much easier.”
“Yeah, I'd be down to that, as long as I like met the person before and something like that.”
“Yeah, I'd be down to that, as long as I like met the person before and something like that.”
“Yeah, I'd be down to that, as long as I like met the person before and something like that.”
Affinity Mapping
Affinity Mapping
Affinity Mapping
After organizing the intercept interviews through affinity mapping, no new themes emerged, indicating early data saturation. The synthesis revealed six key themes:
After organizing the intercept interviews through affinity mapping, no new themes emerged, indicating early data saturation. The synthesis revealed six key themes:
After organizing the intercept interviews through affinity mapping, no new themes emerged, indicating early data saturation. The synthesis revealed six key themes:
Key Findings
Key Findings
Key Findings
Safety
Safety
Safety
Safety was the top concern for all students.
Safety was the top concern for all students.
Safety was the top concern for all students.
Some women would not ride with male drivers.
Some women would not ride with male drivers.
Some women would not ride with male drivers.
People expressed concern about strangers.
People expressed concern about strangers.
People expressed concern about strangers.
Privacy & Control
Privacy & Control
Privacy & Control
Some students wanted privacy and avoided sharing home or vehicle details.
Some students wanted privacy and avoided sharing home or vehicle details.
Some students wanted privacy and avoided sharing home or vehicle details.
Some drivers felt territorial and disliked having strangers in their car.
Some drivers felt territorial and disliked having strangers in their car.
Some drivers felt territorial and disliked having strangers in their car.
Social Experience
Social Experience
Social Experience
Some students worried the ride might feel awkward.
Some students worried the ride might feel awkward.
Some students worried the ride might feel awkward.
Some students enjoyed chatting, while others preferred a quiet ride.
Some students enjoyed chatting, while others preferred a quiet ride.
Some students enjoyed chatting, while others preferred a quiet ride.
Predictability
Predictability
Predictability
Students worried their schedules might not match.
Students worried their schedules might not match.
Students worried their schedules might not match.
Eco-values
Eco-values
Eco-values
Some students indicated environmental values increased their willingness to carpool.
Some students indicated environmental values increased their willingness to carpool.
Some students indicated environmental values increased their willingness to carpool.
Cost & Financial Incentives
Cost & Financial Incentives
Cost & Financial Incentives
Drivers wanted fair pay; riders needed affordable costs.
Drivers wanted fair pay; riders needed affordable costs.
Drivers wanted fair pay; riders needed affordable costs.
Reflection
Reflection
Reflection
Because the intercept interviews relied on convenience sampling, this led to a bias toward outgoing students, while introverted and socially cautious students were missing.
Because the intercept interviews relied on convenience sampling, this led to a bias toward outgoing students, while introverted and socially cautious students were missing.
Because the intercept interviews relied on convenience sampling, this led to a bias toward outgoing students, while introverted and socially cautious students were missing.
Intercept interviews happened while students were rushed, capturing breadth but not depth, so a follow-up round of in-depth interviews was needed to uncover the root causes.
Intercept interviews happened while students were rushed, capturing breadth but not depth, so a follow-up round of in-depth interviews was needed to uncover the root causes.
Intercept interviews happened while students were rushed, capturing breadth but not depth, so a follow-up round of in-depth interviews was needed to uncover the root causes.
Problem Statement
Problem Statement
Problem Statement
Students like the idea of carpooling for convenience and cost savings, but concerns around safety, privacy, and social comfort prevent them from riding with unfamiliar classmates.
Students like the idea of carpooling for convenience and cost savings, but concerns around safety, privacy, and social comfort prevent them from riding with unfamiliar classmates.
Students like the idea of carpooling for convenience and cost savings, but concerns around safety, privacy, and social comfort prevent them from riding with unfamiliar classmates.
Semi-Structured Interviews
Semi-Structured Interviews
Semi-Structured Interviews
Using purposive sampling to correct the bias from the earlier intercept interviews, I reached out to students with different personalities, including introverted, cautious, and more outgoing or positive students (n = 8), and conducted in-depth interviews based on the affinity-mapping themes.
Using purposive sampling to correct the bias from the earlier intercept interviews, I reached out to students with different personalities, including introverted, cautious, and more outgoing or positive students (n = 8), and conducted in-depth interviews based on the affinity-mapping themes.
Using purposive sampling to correct the bias from the earlier intercept interviews, I reached out to students with different personalities, including introverted, cautious, and more outgoing or positive students (n = 8), and conducted in-depth interviews based on the affinity-mapping themes.
Key Findings
Key Findings
Key Findings
Key Insights
Key Insights
Key Insights
Safety
Safety
Safety
Across all interviews, students repeatedly expressed: “If I trust the person, I feel safe.” “At least I need to know they’re a student.”
Across all interviews, students repeatedly expressed: “If I trust the person, I feel safe.” “At least I need to know they’re a student.”
Across all interviews, students repeatedly expressed: “If I trust the person, I feel safe.” “At least I need to know they’re a student.”
Female students strongly preferred same-gender matches, as riding with someone of the same gender made them feel much safer.
Female students strongly preferred same-gender matches, as riding with someone of the same gender made them feel much safer.
Female students strongly preferred same-gender matches, as riding with someone of the same gender made them feel much safer.
Safety is built on trust, with school email verification and real photos as the minimum trust threshold.
Safety is built on trust, with school email verification and real photos as the minimum trust threshold.
Safety is built on trust, with school email verification and real photos as the minimum trust threshold.
People, especially women, need clarity about who they will be riding with before carpooling to feel safer.
People, especially women, need clarity about who they will be riding with before carpooling to feel safer.
People, especially women, need clarity about who they will be riding with before carpooling to feel safer.
Predictability
Predictability
Predictability
Students wanted to see a driver’s weekly schedule to confirm long-term fit.
Students wanted to see a driver’s weekly schedule to confirm long-term fit.
Students wanted to see a driver’s weekly schedule to confirm long-term fit.
Students expressed uncertainty about who they might ride with, including concerns about odor and about ending up with someone whose behavior feels odd or uncomfortable.
Students expressed uncertainty about who they might ride with, including concerns about odor and about ending up with someone whose behavior feels odd or uncomfortable.
Students expressed uncertainty about who they might ride with, including concerns about odor and about ending up with someone whose behavior feels odd or uncomfortable.
Students’ sense of safety and comfort depends on reducing unpredictability across timing, routes, and who they ride with. When any of these feel unstable, their trust decreases.
Students’ sense of safety and comfort depends on reducing unpredictability across timing, routes, and who they ride with. When any of these feel unstable, their trust decreases.
Students’ sense of safety and comfort depends on reducing unpredictability across timing, routes, and who they ride with. When any of these feel unstable, their trust decreases.
Social
Social
Social
Students are more willing to carpool with someone from the same major or someone they've seen before.
Students are more willing to carpool with someone from the same major or someone they've seen before.
Students are more willing to carpool with someone from the same major or someone they've seen before.
Students said staying quiet felt awkward, but talking felt unwelcome during a carpool.
Students said staying quiet felt awkward, but talking felt unwelcome during a carpool.
Students said staying quiet felt awkward, but talking felt unwelcome during a carpool.
Trust comes from shared identity and familiarity, not just verification.
Trust comes from shared identity and familiarity, not just verification.
Trust comes from shared identity and familiarity, not just verification.
The root of the social awkwardness came from unclear expectations, not from whether they wanted to talk.
The root of the social awkwardness came from unclear expectations, not from whether they wanted to talk.
The root of the social awkwardness came from unclear expectations, not from whether they wanted to talk.
Privacy
Privacy
Privacy
Students didn’t want their personal information public, but were willing to share it with their carpool match.
Students didn’t want their personal information public, but were willing to share it with their carpool match.
Students didn’t want their personal information public, but were willing to share it with their carpool match.
Privacy functions like a currency, exchanged only after a match is secured.
Privacy functions like a currency, exchanged only after a match is secured.
Privacy functions like a currency, exchanged only after a match is secured.
Eco-values
Eco-values
Eco-values
Some students said they supported carpooling “for the environment.”
Some students said they supported carpooling “for the environment.”
Some students said they supported carpooling “for the environment.”
The findings suggested this reflected social desirability, with environmental impact acting as a secondary “bonus” motivator.
The findings suggested this reflected social desirability, with environmental impact acting as a secondary “bonus” motivator.
The findings suggested this reflected social desirability, with environmental impact acting as a secondary “bonus” motivator.
Reflection
Reflection
Reflection
Interviews couldn’t fully reflect real carpool moments, so future contextual inquiry and diary studies will be needed to uncover what interviews may miss.
Interviews couldn’t fully reflect real carpool moments, so future contextual inquiry and diary studies will be needed to uncover what interviews may miss.
Interviews couldn’t fully reflect real carpool moments, so future contextual inquiry and diary studies will be needed to uncover what interviews may miss.
The semi-structured interviews surfaced deep insights, but the limited sample could not be fully generalized to all students. As the next step, I conducted a survey to quantify and validate the interview findings and insights.
The semi-structured interviews surfaced deep insights, but the limited sample could not be fully generalized to all students. As the next step, I conducted a survey to quantify and validate the interview findings and insights.
The semi-structured interviews surfaced deep insights, but the limited sample could not be fully generalized to all students. As the next step, I conducted a survey to quantify and validate the interview findings and insights.
How Might We
How Might We
How Might We
How might we help students build trust when carpooling with unfamiliar classmates?
How might we help students build trust when carpooling with unfamiliar classmates?
How might we help students build trust when carpooling with unfamiliar classmates?
How might we reduce social discomfort during a ride?
How might we reduce social discomfort during a ride?
How might we reduce social discomfort during a ride?
How might we support commuting as a stable routine rather than a one-time ride?
How might we support commuting as a stable routine rather than a one-time ride?
How might we support commuting as a stable routine rather than a one-time ride?
How might we let students feel in control of their personal information?
How might we let students feel in control of their personal information?
How might we let students feel in control of their personal information?
Quantitative Validation
Quantitative Validation
Quantitative Validation
I used convenience sampling across Ottawa campuses (Algonquin and Carleton) by asking students at libraries and cafeterias and by sharing the survey in Discord groups, and a coffee incentive helped me collect 205 valid responses (after removing incomplete and inconsistent responses).
I used convenience sampling across Ottawa campuses (Algonquin and Carleton) by asking students at libraries and cafeterias and by sharing the survey in Discord groups, and a coffee incentive helped me collect 205 valid responses (after removing incomplete and inconsistent responses).
I used convenience sampling across Ottawa campuses (Algonquin and Carleton) by asking students at libraries and cafeterias and by sharing the survey in Discord groups, and a coffee incentive helped me collect 205 valid responses (after removing incomplete and inconsistent responses).
From Raw Data to Key Insights
From Raw Data to Key Insights
From Raw Data to Key Insights
Who’s the user
Who’s the user
Who’s the user
Drivers (38.5% vs 61.5%) are the scarce supply side of the marketplace. Interviews showed that drivers want stronger privacy control, so giving them more flexible visibility options can increase their willingness to offer rides.
Drivers (38.5% vs 61.5%) are the scarce supply side of the marketplace. Interviews showed that drivers want stronger privacy control, so giving them more flexible visibility options can increase their willingness to offer rides.
Drivers (38.5% vs 61.5%) are the scarce supply side of the marketplace. Interviews showed that drivers want stronger privacy control, so giving them more flexible visibility options can increase their willingness to offer rides.
With female students making up over half of the users (52.2%), interviews confirmed that many female students will not carpool unless they feel they can trust the other person. Clear and reliable trust signals are therefore a core requirement.
With female students making up over half of the users (52.2%), interviews confirmed that many female students will not carpool unless they feel they can trust the other person. Clear and reliable trust signals are therefore a core requirement.
With female students making up over half of the users (52.2%), interviews confirmed that many female students will not carpool unless they feel they can trust the other person. Clear and reliable trust signals are therefore a core requirement.
High-frequency commute students (3–5 days/week) make up 84.4% of users and show the strongest willingness to try carpooling. Commuting is a recurring routine, not an on-demand service like Uber. Students need stable, predictable weekly matches rather than one-off rides.
High-frequency commute students (3–5 days/week) make up 84.4% of users and show the strongest willingness to try carpooling. Commuting is a recurring routine, not an on-demand service like Uber. Students need stable, predictable weekly matches rather than one-off rides.
High-frequency commute students (3–5 days/week) make up 84.4% of users and show the strongest willingness to try carpooling. Commuting is a recurring routine, not an on-demand service like Uber. Students need stable, predictable weekly matches rather than one-off rides.
Transit
Transit
Transit
61.5%
61.5%
61.5%
Transit
Transit
Transit
61.5%
61.5%
61.5%
Driving
Driving
Driving
38.5%
38.5%
38.5%
Primary Role
Primary Role
Primary Role
Female
Female
Female
52.2%
52.2%
52.2%
Non-binary/Not to say
Non-binary/Not to say
Non-binary/Not to say
7.3%
7.3%
7.3%
Female
Female
Female
52.2%
52.2%
52.2%
Male
Male
Male
40.5%
40.5%
40.5%
Gender
Gender
Gender
3-5 Days
3-5 Days
3-5 Days
84.4%
84.4%
84.4%
1-2 Days
1-2 Days
1-2 Days
15.6%
15.6%
15.6%
3-5 Days
3-5 Days
3-5 Days
84.4%
84.4%
84.4%
Commute Frequency
Commute Frequency
Commute Frequency
What drives willingness to carpool?
What drives willingness to carpool?
What drives willingness to carpool?
Students’ willingness to carpool is driven mainly by trust (β = .339), clearly confirming that trust and safety are the most important factors.
Students’ willingness to carpool is driven mainly by trust (β = .339), clearly confirming that trust and safety are the most important factors.
Students’ willingness to carpool is driven mainly by trust (β = .339), clearly confirming that trust and safety are the most important factors.
Cost & Financial Incentives (β = .267) and predictable (β = .249) are the next strongest motivators. Students are not just looking for the cheapest option, nor simply the most convenient one. Safety gets them to choose carpooling, but these two rational drivers decide whether they stay.
Cost & Financial Incentives (β = .267) and predictable (β = .249) are the next strongest motivators. Students are not just looking for the cheapest option, nor simply the most convenient one. Safety gets them to choose carpooling, but these two rational drivers decide whether they stay.
Cost & Financial Incentives (β = .267) and predictable (β = .249) are the next strongest motivators. Students are not just looking for the cheapest option, nor simply the most convenient one. Safety gets them to choose carpooling, but these two rational drivers decide whether they stay.
Social connection cues provide a smaller but significant boost (β = .148, p = .005), helping students feel more comfortable choosing a ride when convenience is met and supporting long-term willingness to keep using the app.
Social connection cues provide a smaller but significant boost (β = .148, p = .005), helping students feel more comfortable choosing a ride when convenience is met and supporting long-term willingness to keep using the app.
Social connection cues provide a smaller but significant boost (β = .148, p = .005), helping students feel more comfortable choosing a ride when convenience is met and supporting long-term willingness to keep using the app.
Environmental identity offers an additional but secondary boost (β = .134, p = .012). Although smaller in effect, it still provides a significant boost and reflects a psychological function of social identity.
Environmental identity offers an additional but secondary boost (β = .134, p = .012). Although smaller in effect, it still provides a significant boost and reflects a psychological function of social identity.
Environmental identity offers an additional but secondary boost (β = .134, p = .012). Although smaller in effect, it still provides a significant boost and reflects a psychological function of social identity.
Multiple Regression — Standardized Beta Coefficients (β)
Multiple Regression — Standardized Beta Coefficients (β)
Multiple Regression — Standardized Beta Coefficients (β)
0.4
0.4
0.4
0.3
0.3
0.3
0.2
0.2
0.2
0.1
0.1
0.1
0
0
0
0.339
0.339
0.339
Trust & Safe
Trust & Safe
Trust & Safe
0.267
0.267
0.267
Cost & Financial Incentives
Cost & Financial Incentives
Cost & Financial Incentives
0.249
0.249
0.249
Predictable
Predictable
Predictable
0.148
0.148
0.148
Social Connection
Social Connection
Social Connection
0.134
0.134
0.134
Eco-values
Eco-values
Eco-values
Does social connection matter?
Does social connection matter?
Does social connection matter?
Social connection shows a moderate correlation with willingness to carpool (r = .418). When the data is split by gender, the effect becomes strong for women (r = .607) but is weak for men (r = .182).
Social connection shows a moderate correlation with willingness to carpool (r = .418). When the data is split by gender, the effect becomes strong for women (r = .607) but is weak for men (r = .182).
Social connection shows a moderate correlation with willingness to carpool (r = .418). When the data is split by gender, the effect becomes strong for women (r = .607) but is weak for men (r = .182).
Interviews also showed that students feel more comfortable riding with someone from the same program or someone they have seen on campus before. Since women make up more than half of the user base, it becomes important to provide clear social connection cues before a ride.
Interviews also showed that students feel more comfortable riding with someone from the same program or someone they have seen on campus before. Since women make up more than half of the user base, it becomes important to provide clear social connection cues before a ride.
Interviews also showed that students feel more comfortable riding with someone from the same program or someone they have seen on campus before. Since women make up more than half of the user base, it becomes important to provide clear social connection cues before a ride.
1
1
1
0.8
0.8
0.8
0.6
0.6
0.6
0.4
0.4
0.4
0.2
0.2
0.2
0
0
0
0.418
0.418
0.418
0.607
0.607
0.607
0.182
0.182
0.182
Overall
Overall
Overall
Female
Female
Female
Male
Male
Male
Pearson Correlation (r)
Pearson Correlation (r)
Pearson Correlation (r)
What influences the ride experience?
What influences the ride experience?
What influences the ride experience?
Social awkwardness was measured on a 1–5 scale, with respondents categorized into low awkwardness (1–2) and high awkwardness (3–5) groups. Both groups showed a significant preference for knowing in advance whether the other person wants to chat or prefers a quiet ride.
Social awkwardness was measured on a 1–5 scale, with respondents categorized into low awkwardness (1–2) and high awkwardness (3–5) groups. Both groups showed a significant preference for knowing in advance whether the other person wants to chat or prefers a quiet ride.
Social awkwardness was measured on a 1–5 scale, with respondents categorized into low awkwardness (1–2) and high awkwardness (3–5) groups. Both groups showed a significant preference for knowing in advance whether the other person wants to chat or prefers a quiet ride.
Female students show a significantly stronger need for same-gender ride options (68.2%). Making same-gender matching clear and visible is important for ensuring they feel safe and comfortable when choosing a ride.
Female students show a significantly stronger need for same-gender ride options (68.2%). Making same-gender matching clear and visible is important for ensuring they feel safe and comfortable when choosing a ride.
Female students show a significantly stronger need for same-gender ride options (68.2%). Making same-gender matching clear and visible is important for ensuring they feel safe and comfortable when choosing a ride.
Students significantly prefer staged visibility of their sensitive personal information (62%), rather than having their exact details shown all at once.
Students significantly prefer staged visibility of their sensitive personal information (62%), rather than having their exact details shown all at once.
Students significantly prefer staged visibility of their sensitive personal information (62%), rather than having their exact details shown all at once.
Research-Driven Design Decisions
Research-Driven Design Decisions
Research-Driven Design Decisions
Trust & Safety
Trust & Safety
Trust & Safety
Required school email verification, real photos, optional same-gender matching, and clear activity signals (days on platform, completed rides) to build trust and reduce safety concerns.
Required school email verification, real photos, optional same-gender matching, and clear activity signals (days on platform, completed rides) to build trust and reduce safety concerns.
Required school email verification, real photos, optional same-gender matching, and clear activity signals (days on platform, completed rides) to build trust and reduce safety concerns.
Stable, Recurring Partners
Stable, Recurring Partners
Stable, Recurring Partners
Designed a schedule-based posting system to help students find stable, recurring ride partners instead of one-off matches.
Designed a schedule-based posting system to help students find stable, recurring ride partners instead of one-off matches.
Designed a schedule-based posting system to help students find stable, recurring ride partners instead of one-off matches.
Social Connection
Social Connection
Social Connection
Introduced a lightweight follow system that highlights mutual follows, past co-ride counts, and the student’s major to create social connection, indirectly build trust, and increase willingness to choose carpool.
Introduced a lightweight follow system that highlights mutual follows, past co-ride counts, and the student’s major to create social connection, indirectly build trust, and increase willingness to choose carpool.
Introduced a lightweight follow system that highlights mutual follows, past co-ride counts, and the student’s major to create social connection, indirectly build trust, and increase willingness to choose carpool.
Reducing Social Awkwardness
Reducing Social Awkwardness
Reducing Social Awkwardness
Added an optional “ride vibe” preference so students can signal whether they want to chat or prefer a quiet ride, reducing social awkwardness during the trip.
Added an optional “ride vibe” preference so students can signal whether they want to chat or prefer a quiet ride, reducing social awkwardness during the trip.
Added an optional “ride vibe” preference so students can signal whether they want to chat or prefer a quiet ride, reducing social awkwardness during the trip.
Privacy Control
Privacy Control
Privacy Control
Showed sensitive personal information only after a confirmed match to give students stronger control over their privacy, while using estimated distance and route-overlap percentage so they could quickly compare and choose, without seeing exact addresses.
Showed sensitive personal information only after a confirmed match to give students stronger control over their privacy, while using estimated distance and route-overlap percentage so they could quickly compare and choose, without seeing exact addresses.
Showed sensitive personal information only after a confirmed match to give students stronger control over their privacy, while using estimated distance and route-overlap percentage so they could quickly compare and choose, without seeing exact addresses.
Environmental Identity
Environmental Identity
Environmental Identity
Added subtle CO₂-saving cues as a small psychological reward to tap into students’ sense of environmental identity and indirectly boost their willingness to carpool.
Added subtle CO₂-saving cues as a small psychological reward to tap into students’ sense of environmental identity and indirectly boost their willingness to carpool.
Added subtle CO₂-saving cues as a small psychological reward to tap into students’ sense of environmental identity and indirectly boost their willingness to carpool.
Refining the Sitemap
Refining the Sitemap
Refining the Sitemap
Research and testing guided how I structured the sitemap. After several updates, the refined structure and clearer, more intuitive labels improved overall findability and helped students access their key tasks more easily.
Research and testing guided how I structured the sitemap. After several updates, the refined structure and clearer, more intuitive labels improved overall findability and helped students access their key tasks more easily.
Research and testing guided how I structured the sitemap. After several updates, the refined structure and clearer, more intuitive labels improved overall findability and helped students access their key tasks more easily.
Key User Flow
Key User Flow
Key User Flow
By mapping out core user flows, I clarified the most critical interaction paths and decision points in the campus carpool experience, ensuring that each step feels intuitive and aligns with students’ goals.
By mapping out core user flows, I clarified the most critical interaction paths and decision points in the campus carpool experience, ensuring that each step feels intuitive and aligns with students’ goals.
By mapping out core user flows, I clarified the most critical interaction paths and decision points in the campus carpool experience, ensuring that each step feels intuitive and aligns with students’ goals.
Wireframes & Low-Fi Testing
Wireframes & Low-Fi Testing
Wireframes & Low-Fi Testing
I sketched wireframes based on the core flows for searching, joining, and posting rides, mapping the key screens and interactions. I then turned these into a low-fidelity prototype in Figma and ran quick usability tests by randomly asking students in the campus library and cafe to complete key tasks.
I sketched wireframes based on the core flows for searching, joining, and posting rides, mapping the key screens and interactions. I then turned these into a low-fidelity prototype in Figma and ran quick usability tests by randomly asking students in the campus library and cafe to complete key tasks.
I sketched wireframes based on the core flows for searching, joining, and posting rides, mapping the key screens and interactions. I then turned these into a low-fidelity prototype in Figma and ran quick usability tests by randomly asking students in the campus library and cafe to complete key tasks.
In initial low-fi testing, students found it inconvenient that after searching for rides on one day, if they wanted to check rides for the next one or two days, they had to return to the home screen to reset the date and search again.
In response, I added a nearby date selector on the search results page so they can switch days and quickly review rides without repeating the search.
In initial low-fi testing, students found it inconvenient that after searching for rides on one day, if they wanted to check rides for the next one or two days, they had to return to the home screen to reset the date and search again.
In response, I added a nearby date selector on the search results page so they can switch days and quickly review rides without repeating the search.
In initial low-fi testing, students found it inconvenient that after searching for rides on one day, if they wanted to check rides for the next one or two days, they had to return to the home screen to reset the date and search again.
In response, I added a nearby date selector on the search results page so they can switch days and quickly review rides without repeating the search.
Im Driver
Im Driver
Im Driver
Im Rider
Im Rider
Im Rider
From
From
From
To
To
To
Tuesday, December 9
Tuesday, December 9
Tuesday, December 9
99%Match
99%Match
99%Match
1675 Tenth Line Rd, Orléans, ON
1675 Tenth Line Rd, Orléans, ON
1675 Tenth Line Rd, Orléans, ON
Carleton University - Ottawa
Carleton University - Ottawa
Carleton University - Ottawa
Tuesday, December 9
Tuesday, December 9
Tuesday, December 9
95%Match
95%Match
95%Match
205 Serra Ridge, Orléans, ON
205 Serra Ridge, Orléans, ON
205 Serra Ridge, Orléans, ON
Carleton University - Ottawa
Carleton University - Ottawa
Carleton University - Ottawa
Tuesday, December 9
Tuesday, December 9
Tuesday, December 9
91%Match
91%Match
91%Match
5572 Dr Leach Dr, Manotick, ON
5572 Dr Leach Dr, Manotick, ON
5572 Dr Leach Dr, Manotick, ON
Carleton University - Ottawa
Carleton University - Ottawa
Carleton University - Ottawa
9:41
9:41
9:41
Im Driver
Im Driver
Im Driver
Im Rider
Im Rider
Im Rider
From
From
From
To
To
To
1
1
1
2
2
2
3
3
3
4
4
4
5
5
5
6
6
6
7
7
7
Tuesday, December 9
Tuesday, December 9
Tuesday, December 9
99%Match
99%Match
99%Match
1675 Tenth Line Rd, Orléans, ON
1675 Tenth Line Rd, Orléans, ON
1675 Tenth Line Rd, Orléans, ON
Carleton University - Ottawa
Carleton University - Ottawa
Carleton University - Ottawa
Tuesday, December 9
Tuesday, December 9
Tuesday, December 9
95%Match
95%Match
95%Match
205 Serra Ridge, Orléans, ON
205 Serra Ridge, Orléans, ON
205 Serra Ridge, Orléans, ON
Carleton University - Ottawa
Carleton University - Ottawa
Carleton University - Ottawa
Tuesday, December 9
Tuesday, December 9
Tuesday, December 9
91%Match
91%Match
91%Match
5572 Dr Leach Dr, Manotick, ON
5572 Dr Leach Dr, Manotick, ON
5572 Dr Leach Dr, Manotick, ON
Carleton University - Ottawa
Carleton University - Ottawa
Carleton University - Ottawa
9:41
9:41
9:41
After updating the low-fi prototype, I conducted usability testing again. All participants completed their tasks, and their click paths consistently followed the intended order of steps, confirming that the layout and labels made key tasks easy to find and complete, providing early validation before moving into higher-fidelity design.
After updating the low-fi prototype, I conducted usability testing again. All participants completed their tasks, and their click paths consistently followed the intended order of steps, confirming that the layout and labels made key tasks easy to find and complete, providing early validation before moving into higher-fidelity design.
After updating the low-fi prototype, I conducted usability testing again. All participants completed their tasks, and their click paths consistently followed the intended order of steps, confirming that the layout and labels made key tasks easy to find and complete, providing early validation before moving into higher-fidelity design.
Hi-Fi Design Iterations
Hi-Fi Design Iterations
Hi-Fi Design Iterations
V1: In the initial hi-fi version, I hid the search entry behind an expandable section to save screen space. However, this added an extra tap before users could start searching, adding an unnecessary step to a primary task.
V1: In the initial hi-fi version, I hid the search entry behind an expandable section to save screen space. However, this added an extra tap before users could start searching, adding an unnecessary step to a primary task.
V1: In the initial hi-fi version, I hid the search entry behind an expandable section to save screen space. However, this added an extra tap before users could start searching, adding an unnecessary step to a primary task.
V2: Refined the overall structure by expanding the home screen search flow to reduce unnecessary navigation. however, I hadn’t added a clear Driver or Rider selection yet, and the search section took up most of the home screen.
V2: Refined the overall structure by expanding the home screen search flow to reduce unnecessary navigation. however, I hadn’t added a clear Driver or Rider selection yet, and the search section took up most of the home screen.
V2: Refined the overall structure by expanding the home screen search flow to reduce unnecessary navigation. however, I hadn’t added a clear Driver or Rider selection yet, and the search section took up most of the home screen.
Final: Because it’s campus carpooling, trips share the same origin or destination, so I simplified the flow to a single address selection. I then redesigned the layout to save space and added clear Driver or Rider options.
Final: Because it’s campus carpooling, trips share the same origin or destination, so I simplified the flow to a single address selection. I then redesigned the layout to save space and added clear Driver or Rider options.
Final: Because it’s campus carpooling, trips share the same origin or destination, so I simplified the flow to a single address selection. I then redesigned the layout to save space and added clear Driver or Rider options.
Before
Before
Before
After
After
After
Before
Before
Before
Monday, December 9
Monday, December 9
Monday, December 9
Leaving at 7:30AM
Leaving at 7:30AM
Leaving at 7:30AM
Driver
Driver
Driver
2159 Montrésor Way, Orléans, ON
2159 Montrésor Way, Orléans, ON
2159 Montrésor Way, Orléans, ON
Carleton University - Ottawa
Carleton University - Ottawa
Carleton University - Ottawa
After
After
After
To Campus
To Campus
To Campus
Driver
Driver
Driver
Monday, December 8
Monday, December 8
Monday, December 8
Leaving at 9:30AM
Leaving at 9:30AM
Leaving at 9:30AM
2159 Montrésor Way, Orléans, ON
2159 Montrésor Way, Orléans, ON
2159 Montrésor Way, Orléans, ON
The initial cards had a messy visual hierarchy and color usage.
The initial cards had a messy visual hierarchy and color usage.
The initial cards had a messy visual hierarchy and color usage.
Since campus carpools share the same campus as the origin or destination, I removed the traditional origin and destination fields and refined the hierarchy to make key info clearer and easier to scan.
Since campus carpools share the same campus as the origin or destination, I removed the traditional origin and destination fields and refined the hierarchy to make key info clearer and easier to scan.
Since campus carpools share the same campus as the origin or destination, I removed the traditional origin and destination fields and refined the hierarchy to make key info clearer and easier to scan.
High-Fidelity Design
High-Fidelity Design
High-Fidelity Design
1
1
1
2
2
2
3
3
3
Enable direct trip search from the home screen with minimal steps.
Enable direct trip search from the home screen with minimal steps.
Enable direct trip search from the home screen with minimal steps.
Surface upcoming trips on the home screen to prevent users from forgetting.
Surface upcoming trips on the home screen to prevent users from forgetting.
Surface upcoming trips on the home screen to prevent users from forgetting.
Use environmental impact as a secondary motivator, visualized as “trees planted” to encourage campus carpooling.
Use environmental impact as a secondary motivator, visualized as “trees planted” to encourage campus carpooling.
Use environmental impact as a secondary motivator, visualized as “trees planted” to encourage campus carpooling.
5
5
5
4
4
4
4
4
4
6
6
6
7
7
7
Exact addresses are hidden before matching, instead, route overlap is shown as a compatibility percentage with a blurred map of the approximate area.
Exact addresses are hidden before matching, instead, route overlap is shown as a compatibility percentage with a blurred map of the approximate area.
Exact addresses are hidden before matching, instead, route overlap is shown as a compatibility percentage with a blurred map of the approximate area.
Female students strongly preferred same-gender rides, so post-search trip cards label “Same gender only” upfront.
Female students strongly preferred same-gender rides, so post-search trip cards label “Same gender only” upfront.
Female students strongly preferred same-gender rides, so post-search trip cards label “Same gender only” upfront.
Survey results showed a strong positive correlation between female students’ willingness to carpool and social connection, so the trip page highlights program and top review keywords to build confidence.
Survey results showed a strong positive correlation between female students’ willingness to carpool and social connection, so the trip page highlights program and top review keywords to build confidence.
Survey results showed a strong positive correlation between female students’ willingness to carpool and social connection, so the trip page highlights program and top review keywords to build confidence.
The trip page clearly shows chat, scent, and gender preferences, so users can quickly decide whether to book the ride.
The trip page clearly shows chat, scent, and gender preferences, so users can quickly decide whether to book the ride.
The trip page clearly shows chat, scent, and gender preferences, so users can quickly decide whether to book the ride.
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8
8
9
9
9
9
9
9
10
10
10
The profile page uses environmental impact as a secondary motivator and shows trips completed and days since joining to build trust.
The profile page uses environmental impact as a secondary motivator and shows trips completed and days since joining to build trust.
The profile page uses environmental impact as a secondary motivator and shows trips completed and days since joining to build trust.
A strong positive correlation linked female students’ carpool willingness to social connection, so the profile page shows major and mutual connections as social cues.
A strong positive correlation linked female students’ carpool willingness to social connection, so the profile page shows major and mutual connections as social cues.
A strong positive correlation linked female students’ carpool willingness to social connection, so the profile page shows major and mutual connections as social cues.
. Based on interviews, users prefer consistent carpool routines, so the profile page shows weekly availability to help them find a regular carpool partner.
. Based on interviews, users prefer consistent carpool routines, so the profile page shows weekly availability to help them find a regular carpool partner.
. Based on interviews, users prefer consistent carpool routines, so the profile page shows weekly availability to help them find a regular carpool partner.
Final High-Fi Screens
Final High-Fi Screens
Final High-Fi Screens
Final Prototype
Final Prototype
Final Prototype
Design System
Design System
Design System
Color
Color
Color
Primary
Primary
Primary
Background
Background
Background
Semantic
Semantic
Semantic
Text
Text
Text
Grid Structure
Grid Structure
Grid Structure
Mobile
Mobile
Mobile
Columns: 4
Columns: 4
Columns: 4
Margin: 24
Margin: 24
Margin: 24
Gutter: 16
Gutter: 16
Gutter: 16
Spacing Scale
Spacing Scale
Spacing Scale
4
4
4
8
8
8
16
16
16
24
24
24
32
32
32
40
40
40
Typography
Typography
Typography
Display
Display
Display
Nunito/SemiBold 30
Nunito/SemiBold 30
Nunito/SemiBold 30
H1
H1
H1
Nunito/SemiBold 24
Nunito/SemiBold 24
Nunito/SemiBold 24
H2
H2
H2
Nunito/SemiBold 20
Nunito/SemiBold 20
Nunito/SemiBold 20
H3
H3
H3
Nunito/SemiBold 16
Nunito/SemiBold 16
Nunito/SemiBold 16
Body
Body
Body
Nunito/Medium 14
Nunito/Medium 14
Nunito/Medium 14
Label
Label
Label
Nunito/Regular 12
Nunito/Regular 12
Nunito/Regular 12
Components
Components
Components
Iconography
Iconography
Iconography
24 px
24 px
24 px
20 px
20 px
20 px
16 px
16 px
16 px
Next steps
Next steps
Next steps
Validate in real commute contexts. Do contextual inquiry (pickup, waiting, ride moments) and a 1–2 week diary study to capture time pressure, last-minute changes, and social dynamics that prototypes can’t fully reveal.
Validate in real commute contexts. Do contextual inquiry (pickup, waiting, ride moments) and a 1–2 week diary study to capture time pressure, last-minute changes, and social dynamics that prototypes can’t fully reveal.
Validate in real commute contexts. Do contextual inquiry (pickup, waiting, ride moments) and a 1–2 week diary study to capture time pressure, last-minute changes, and social dynamics that prototypes can’t fully reveal.
If this concept were piloted on campus, test it with a small group of students and track match reliability (weekly fit), cancellations or no-shows, and repeat rides to see whether trust signals, social connection cues, and same-gender options reduce hesitation.
If this concept were piloted on campus, test it with a small group of students and track match reliability (weekly fit), cancellations or no-shows, and repeat rides to see whether trust signals, social connection cues, and same-gender options reduce hesitation.
If this concept were piloted on campus, test it with a small group of students and track match reliability (weekly fit), cancellations or no-shows, and repeat rides to see whether trust signals, social connection cues, and same-gender options reduce hesitation.
Strengthen edge-case flows. Add clear handling for reporting, late arrivals, and no-shows to keep the experience safe and predictable when plans change.
Strengthen edge-case flows. Add clear handling for reporting, late arrivals, and no-shows to keep the experience safe and predictable when plans change.
Strengthen edge-case flows. Add clear handling for reporting, late arrivals, and no-shows to keep the experience safe and predictable when plans change.