Start a project
  • Mobile app
  • Product design
  • UX research

Case study — PickMeUp

Where to?
Three taps later, a car.

PickMeUp is a ride-hailing concept for Venezuelan cities where independent drivers are booked through WhatsApp groups and no app covers the whole country. Designed end to end: research, flows, a 90-component system, 40+ screens and usability testing.

Project
Self-initiated product concept
Industry
Mobility · ride-hailing
Services
UX research · Product design · UI
Platform
Android (Material Design)
PickMeUp welcome notification on a phone

01Context

Drivers exist.
The app didn’t.

Independent drivers already beat taxis on speed and price in Venezuela, but riders find them through WhatsApp groups or word of mouth, which creates confusion and no accountability. The hypothesis: a quick connection, verified drivers, short waits and live location would move those rides into an app.

Research covered a competitive analysis of Ridery, Yummy Rides and DiDi, interviews that produced the Gustavo persona (a student who waits 15–30 minutes for public transport and does not trust unknown drivers), and card sorting in Optimal Workshop for the information architecture.

PickMeUp “Connecting you with a driver” screen

Make the next step
the only thing on screen.

02Ride flow

Where to, who for,
where from.

The flow is a short chain of single decisions: destination with saved places and nearby spots, who the ride is for, pick-up and drop-off with direct or multi-stop, then car type, payment and the driver card. Each screen asks one question.

PickMeUp home, rider and pick-up and drop-off screens

03Vehicle & payment

Price before
confirmation.

Car selection shows capacity, luggage and price per option with the selected tier highlighted; payment lists card, PickCoin balance and cash with the fare breakdown above the confirm button. Nothing is hidden behind a summary screen.

PickMeUp car selection, payment and driver screens

04Testing

Tested, then
rebuilt one screen.

Five tasks were tested with users: select location, destination, car type, payment method and wait for the driver. The destination screen failed most often, so it was redesigned from a tab-based form into pick-up and drop-off fields with saved places visible by default.

PickMeUp destination screen before and after testing

05Results

Measured in the
usability tests.

Averages across the test participants after the iteration, taken from the study documentation.

95%Tasks completed per user
48.75″Average time per user

06System

90+ components,
40+ screens.

A Material-aligned design system (Roboto, blue #276EFF with yellow accents) with every state covered, so the 40+ screens stay consistent from onboarding to the driver rating.

PickMeUp design system

Trust is a UI problem
before it is a policy.

Driver profile, arrival and rating screens close the loop after the ride.

PickMeUp driver profile, arrival and rating screens

More work

More work.
Same level of thinking.

A broader range of eCommerce, SaaS and web projects. Swipe through, open what is relevant.

View all work

Have a project with
a similar problem?

Share the product, page or funnel you want to improve. You’ll get a straight answer on fit, scope and timing.

Start a projectEmail Dylan

Independent studio — you work directly with Dylan Allynder.