Moses Mobility
Mobility platform resign
Building trust into every stage of the journey.
Fragmented communication, unclear pickup arrangements and limited passenger trust were creating friction throughout the ride-sharing experience. Moses Mobility needed a way to bring booking, communication and journey management together, helping passengers feel safer, more informed and more confident throughout their journey.
UX Research
Service design
Journey Mapping
Trust and Safety
Role
UX & Service designer
timeline
3 Months
Methods
Interviews, Journey mapping
Focus
Ride sharing passengers
Collaboration
Moses Mobility
Moses Mobility
Mobility platform resign
Building trust into every stage of the journey.
Fragmented communication, unclear pickup arrangements and limited passenger trust were creating friction throughout the ride-sharing experience. Moses Mobility needed a way to bring booking, communication and journey management together, helping passengers feel safer, more informed and more confident throughout their journey.
UX Research
Service design
Journey Mapping
Trust and Safety
Role
UX & Service designer
timeline
3 Months
Methods
Interviews, Journey mapping
Focus
Ride sharing passengers
Collaboration
Moses Mobility
Moses Mobility
Mobility platform resign
Building trust into every stage of the journey.
Fragmented communication, unclear pickup arrangements and limited passenger trust were creating friction throughout the ride-sharing experience. Moses Mobility needed a way to bring booking, communication and journey management together, helping passengers feel safer, more informed and more confident throughout their journey.
UX Research
Service design
Journey Mapping
Trust and Safety
Role
UX & Service designer
timeline
3 Months
Methods
Interviews, Journey mapping
Focus
Ride sharing passengers
Collaboration
Moses Mobility
02
Problem space
Shared travel offered value, but created uncertainty.
Moses Mobility set out to improve the first and last mile of shared travel, helping passengers connect more easily with public transport while reducing the cost of everyday journeys.
Despite the clear benefits, many users still choose to book a traditional taxi. The booking flow felt less predictable, pickup arrangements created uncertainty and travelling with unfamiliar people reduced trust in the service.
To drive wider adoption, the experience needed to feel as simple, reliable and reassuring as booking a taxi.
Key challenges
Insights from interviews, observations and user testing
Trust & Safety
Passengers wanted reassurance about who they were travelling with and whether pickup locations felt safe.
Pickup uncertainty
Unclear pickup locations left users unsure whether they were waiting in the right place.
Booking complexity
The process felt less intuitive and harder to follow than booking a traditional taxi.
Lack of visibility
Users had limited insight into what would happen next, creating anxiety throughout the journey.
The passenger journey
Key moments where uncertainty and doubt appear
Booking
"Did I choose the right option"
Finding the pickup
"Am I in the right place"
Meeting driver
"Is this the right car and driver?"
During the ride
"How long until we arrive?"
Safe arrival
"Will I get to my final destination safely?"
02
Problem space
Shared travel offered value, but created uncertainty.
Moses Mobility set out to improve the first and last mile of shared travel, helping passengers connect more easily with public transport while reducing the cost of everyday journeys.
Despite the clear benefits, many users still choose to book a traditional taxi. The booking flow felt less predictable, pickup arrangements created uncertainty and travelling with unfamiliar people reduced trust in the service.
To drive wider adoption, the experience needed to feel as simple, reliable and reassuring as booking a taxi.
Key challenges
Insights from interviews, observations and user testing
Booking complexity
The process felt less intuitive and harder to follow than booking a traditional taxi.
Trust & Safety
Passengers wanted reassurance about who they were travelling with and whether pickup locations felt safe.
Pickup uncertainty
Unclear pickup locations left users unsure whether they were waiting in the right place.
Lack of visibility
Users had limited insight into what would happen next, creating anxiety throughout the journey.
The passenger journey
Key moments where uncertainty and doubt appear
Booking
"Did I choose the right option"
Finding the pickup
"Am I in the right place"
Meeting driver
"Is this the right car and driver?"
During the ride
"How long until we arrive?"
Safe arrival
"Will I get to my final destination safely?"
02
Problem space
Shared travel offered value, but created uncertainty.
Moses Mobility set out to improve the first and last mile of shared travel, helping passengers connect more easily with public transport while reducing the cost of everyday journeys.
Despite the clear benefits, many users still choose to book a traditional taxi. The booking flow felt less predictable, pickup arrangements created uncertainty and travelling with unfamiliar people reduced trust in the service.
To drive wider adoption, the experience needed to feel as simple, reliable and reassuring as booking a taxi.
Key challenges
Insights from interviews, observations and user testing
Trust & Safety
Passengers wanted reassurance about who they were travelling with and whether pickup locations felt safe.
Pickup uncertainty
Unclear pickup locations left users unsure whether they were waiting in the right place.
Booking complexity
The process felt less intuitive and harder to follow than booking a traditional taxi.
Lack of visibility
Users had limited insight into what would happen next, creating anxiety throughout the journey.
The passenger journey
Key moments where uncertainty and doubt appear
Booking
"Did I choose the right option"
Finding the pickup
"Am I in the right place"
Meeting driver
"Is this the right car and driver?"
During the ride
"How long until we arrive?"
Safe arrival
"Will I get to my final destination safely?"
03
Research & Discovery
Passengers weren't avoiding ride sharing. They were avoiding uncertainty.
To understand why passengers often choose traditional taxis over ride-sharing services, I used a mix of qualitative research methods to uncover the moments that created hesitation and reduced confidence throughout the journey.
The goal wasn't simply to improve booking. It was to understand what passengers needed to feel safe, informed and in control.
Trust
What helps passengers feel comfortable sharing a journey with passengers?
Visibility
How much information do users need before and during the journey?
Pickup experience
Where does uncertainty begin?
Control
What helps passengers feel informed throughout the trip
How I explored it
Research included 5 interviews, 3 body-storming sessions and 3 rounds of iterative testing to understand where uncertainty emerged throughout the ride-sharing journey.
User interviews
Spoke to 5 ride-sharing users about there decisions, concerns and experiences
Method
5 User interviews
3 rounds of iterative testing
Journey mapping
Mapped the end-to-end experience to identify pain points and moments of uncertainty
Method
Experience mapping
Emotional journey mapping
Body-storming
Experienced the journey first hand across multiple scenarios and real pickup locations
Method
3 body- storming sessions
Ride along observations
Competitor review
Analysed competitor apps and traditional taxis to identify trust differentiators and gaps
Method
Comparative analysis
Future benchmarking
Affinity mapping
Grouped insights into themes to find patterns, priorities and key opportunities
Method
Themes clustering
Insight synthesis
Key findings
Four key behaviour patterns emerged across participants that influence decisions at every stage of the journey.
01
Trust mattered more than savings
Passengers were willing to pay more for a service they felt was predictable, safe, and reliable.
02
Confidence dropped before pickups
Uncertainty around where to wait, whether the driver would find them and how long they would wait created doubt.
03
Visibility created reassurance
Seeing key information about drivers, fellow passengers and journey progress helped build confidence.
04
Passengers preferred certainty
Without clear indicators of safety and credibility, many users defaulted back to traditional taxis.
"I didn't know who I'd be sharing the car with"
- Research participant
Many participants expressed concerns before the ride had even begun. Uncertainty around pickup locations, fellow passengers, and journey visibility often influenced whether they felt comfortable booking a shared ride.
Moments of uncertainty that influenced decisions
Before booking
"Will this be easier than a taxi?"
Users questioned the convenience, cost and overall reliability.
Waiting for pickup
"Am I in the right place?"
Unclear pickup points and lack of real-time guidance created uncertainty.
Meeting riders
" Who am I travelling with?"
No knowing fellow passengers raised concerns about safety and comfort.
During the journey
"Do I know what's happening?"
Users wanted more visibility of route progress and arrival information.
Turning uncertainty into confidence.
Research revealed that uncertainty, not ride-sharing itself, was the barrier to adoption. The next step was designing an experience that builds trust, visibility and reassurance throughout the passenger journey.
03
Research & Discovery
Passengers weren't avoiding ride sharing. They were avoiding uncertainty.
To understand why passengers often choose traditional taxis over ride-sharing services, I used a mix of qualitative research methods to uncover the moments that created hesitation and reduced confidence throughout the journey.
The goal wasn't simply to improve booking. It was to understand what passengers needed to feel safe, informed and in control.
Trust
What helps passengers feel comfortable sharing a journey with passengers?
Pickup experience
Where does uncertainty begin?
Visibility
How much information do users need before and during the journey?
Control
What helps passengers feel informed throughout the trip
How I explored it
Research included 5 interviews, 3 body-storming sessions and 3 rounds of iterative testing to understand where uncertainty emerged throughout the ride-sharing journey.
Body-storming
Experienced the journey first hand across multiple scenarios and real pickup locations
Method
3 body- storming sessions
Ride along observations
Competitor review
Analysed competitor apps and traditional taxis to identify trust differentiators and gaps
Method
Comparative analysis
Future benchmarking
Journey mapping
Mapped the end-to-end experience to identify pain points and moments of uncertainty
Method
Experience mapping
Emotional journey mapping
Affinity mapping
Grouped insights into themes to find patterns, priorities and key opportunities
Method
Themes clustering
Insight synthesis
User interviews
Spoke to 5 ride-sharing users about there decisions, concerns and experiences
Method
5 User interviews
3 rounds of iterative testing
Key findings
Four key behaviour patterns emerged across participants that influence decisions at every stage of the journey.
01
Trust mattered more than savings
Passengers were willing to pay more for a service they felt was predictable, safe, and reliable.
02
Confidence dropped before pickups
Uncertainty around where to wait, whether the driver would find them and how long they would wait created doubt.
03
Visibility created reassurance
Seeing key information about drivers, fellow passengers and journey progress helped build confidence.
04
Passengers preferred certainty
Without clear indicators of safety and credibility, many users defaulted back to traditional taxis.
"I didn't know who I'd be sharing the car with"
- Research participant
Many participants expressed concerns before the ride had even begun. Uncertainty around pickup locations, fellow passengers, and journey visibility often influenced whether they felt comfortable booking a shared ride.
Moments of uncertainty that influenced decisions
Before booking
"Will this be easier than a taxi?"
Users questioned the convenience, cost and overall reliability.
Meeting riders
" Who am I travelling with?"
No knowing fellow passengers raised concerns about safety and comfort.
Waiting for pickup
"Am I in the right place?"
Unclear pickup points and lack of real-time guidance created uncertainty.
During the journey
"Do I know what's happening?"
Users wanted more visibility of route progress and arrival information.
Turning uncertainty into confidence.
Research revealed that uncertainty, not ride-sharing itself, was the barrier to adoption. The next step was designing an experience that builds trust, visibility and reassurance throughout the passenger journey.
03
Research & Discovery
Passengers weren't avoiding ride sharing. They were avoiding uncertainty.
To understand why passengers often choose traditional taxis over ride-sharing services, I used a mix of qualitative research methods to uncover the moments that created hesitation and reduced confidence throughout the journey.
The goal wasn't simply to improve booking. It was to understand what passengers needed to feel safe, informed and in control.
Trust
What helps passengers feel comfortable sharing a journey with passengers?
Visibility
How much information do users need before and during the journey?
Pickup experience
Where does uncertainty begin?
Control
What helps passengers feel informed throughout the trip
How I explored it
Research included 5 interviews, 3 body-storming sessions and 3 rounds of iterative testing to understand where uncertainty emerged throughout the ride-sharing journey.
User interviews
Spoke to 5 ride-sharing users about there decisions, concerns and experiences
Method
5 User interviews
3 rounds of iterative testing
Journey mapping
Mapped the end-to-end experience to identify pain points and moments of uncertainty
Method
Experience mapping
Emotional journey mapping
Body-storming
Experienced the journey first hand across multiple scenarios and real pickup locations
Method
3 body- storming sessions
Ride along observations
Competitor review
Analysed competitor apps and traditional taxis to identify trust differentiators and gaps
Method
Comparative analysis
Future benchmarking
Affinity mapping
Grouped insights into themes to find patterns, priorities and key opportunities
Method
Themes clustering
Insight synthesis
Key findings
Four key behaviour patterns emerged across participants that influence decisions at every stage of the journey.
01
Trust mattered more than savings
Passengers were willing to pay more for a service they felt was predictable, safe, and reliable.
02
Confidence dropped before pickups
Uncertainty around where to wait, whether the driver would find them and how long they would wait created doubt.
03
Visibility created reassurance
Seeing key information about drivers, fellow passengers and journey progress helped build confidence.
04
Passengers preferred certainty
Without clear indicators of safety and credibility, many users defaulted back to traditional taxis.
"I didn't know who I'd be sharing the car with"
- Research participant
Many participants expressed concerns before the ride had even begun. Uncertainty around pickup locations, fellow passengers, and journey visibility often influenced whether they felt comfortable booking a shared ride.
Moments of uncertainty that influenced decisions
Before booking
"Will this be easier than a taxi?"
Users questioned the convenience, cost and overall reliability.
Waiting for pickup
"Am I in the right place?"
Unclear pickup points and lack of real-time guidance created uncertainty.
Meeting riders
" Who am I travelling with?"
No knowing fellow passengers raised concerns about safety and comfort.
During the journey
"Do I know what's happening?"
Users wanted more visibility of route progress and arrival information.
Turning uncertainty into confidence.
Research revealed that uncertainty, not ride-sharing itself, was the barrier to adoption. The next step was designing an experience that builds trust, visibility and reassurance throughout the passenger journey.
04
Design direction & strategy
Designing a journey that feels predictable not uncertain.
Research revealed that passengers weren't rejecting shared travel itself. They were struggling with uncertainty around pickup locations, unfamiliar passengers and journey visibility.
To address this, I translated research insights into a set of design principles focused on trust, visibility, and reassurance throughout the passenger journey.
Design principles
01
Build trust early
Passengers need reassurance before booking a shared ride
02
Increase visibility
Users should understand what is happening throughout the ride.
03
Reduce uncertainty
Clear guidance should reduce moments of hesitation and doubt.
04
Support confidence
Passengers should feel informed and in control throughout the experience.
Opportunity areas
From insight to design response
Research insight
Pickup locations created uncertainty
Design response
Guided pickup experience
Clear directions, landmarks and real-time guidance.
Users wanted greater visibility
Real-time journey tracking
Live updates at every stage of the journey.
Passengers worried about strangers
Passenger safety tools
Reporting concerns and moderation help create safer shared journeys.
Shared travel felt less reliable
Journey reassurance and status updates
Proactive updates and support build confidence.
Experience direction
01
Discover & Book
Compare options and choose a shared journey with confidence.
02
Navigate to pickup
Clear guidance helps passengers reach the correct location.
03
Meet passengers
Passengers need confidence in who they travel with.
04
Shared journey
Stay informed with live updates throughout the ride.
05
Arrive & review
Reach your destination and share feedback to help others.
Rather than focusing on booking alone, the solution aimed to reduce uncertainty throughout the entire passenger journey.
Trust, visibility and reassurance became the foundation of every design decision.
04
Design direction & strategy
Designing a journey that feels predictable not uncertain.
Research revealed that passengers weren't rejecting shared travel itself. They were struggling with uncertainty around pickup locations, unfamiliar passengers and journey visibility.
To address this, I translated research insights into a set of design principles focused on trust, visibility, and reassurance throughout the passenger journey.
Design principles
01
Build trust early
Passengers need reassurance before booking a shared ride
03
Reduce uncertainty
Clear guidance should reduce moments of hesitation and doubt.
02
Increase visibility
Users should understand what is happening throughout the ride.
04
Support confidence
Passengers should feel informed and in control throughout the experience.
Opportunity areas
From insight to design response
Research insight
Pickup locations created uncertainty
Design response
Guided pickup experience
Clear directions, landmarks and real-time guidance.
Users wanted greater visibility
Real-time journey tracking
Live updates at every stage of the journey.
Passengers worried about strangers
Passenger safety tools
Reporting concerns and moderation help create safer shared journeys.
Shared travel felt less reliable
Journey reassurance and status updates
Proactive updates and support build confidence.
Experience direction
01
Discover & Book
Compare options and choose a shared journey with confidence.
02
Navigate to pickup
Clear guidance helps passengers reach the correct location.
03
Meet passengers
Passengers need confidence in who they travel with.
04
Shared journey
Stay informed with live updates throughout the ride.
05
Arrive & review
Reach your destination and share feedback to help others.
Rather than focusing on booking alone, the solution aimed to reduce uncertainty throughout the entire passenger journey.
Trust, visibility and reassurance became the foundation of every design decision.
04
Design direction & strategy
Designing a journey that feels predictable not uncertain.
Research revealed that passengers weren't rejecting shared travel itself. They were struggling with uncertainty around pickup locations, unfamiliar passengers and journey visibility.
To address this, I translated research insights into a set of design principles focused on trust, visibility, and reassurance throughout the passenger journey.
Design principles
01
Build trust early
Passengers need reassurance before booking a shared ride
02
Increase visibility
Users should understand what is happening throughout the ride.
03
Reduce uncertainty
Clear guidance should reduce moments of hesitation and doubt.
04
Support confidence
Passengers should feel informed and in control throughout the experience.
Opportunity areas
From insight to design response
Research insight
Pickup locations created uncertainty
Design response
Guided pickup experience
Clear directions, landmarks and real-time guidance.
Users wanted greater visibility
Real-time journey tracking
Live updates at every stage of the journey.
Passengers worried about strangers
Passenger safety tools
Reporting concerns and moderation help create safer shared journeys.
Shared travel felt less reliable
Journey reassurance and status updates
Proactive updates and support build confidence.
Experience direction
01
Discover & Book
Compare options and choose a shared journey with confidence.
02
Navigate to pickup
Clear guidance helps passengers reach the correct location.
03
Meet passengers
Passengers need confidence in who they travel with.
04
Shared journey
Stay informed with live updates throughout the ride.
05
Arrive & review
Reach your destination and share feedback to help others.
Rather than focusing on booking alone, the solution aimed to reduce uncertainty throughout the entire passenger journey.
Trust, visibility and reassurance became the foundation of every design decision.
05
Experience concept
Building confidence throughout the journey.
Moses is designed around the moments that matter most by reducing uncertainty with clear guidance, protective safety tools and real-time updates. We help passengers feel informed, safe and in control from booking through to arrival
Designed around key moments of uncertainty
01
Finding the location
Unclear pickup locations can make passengers question whether they are at the correct location.
02
Meeting passengers
Travelling with unfamiliar people can create hesitation without clear indicators of trust.
03
Staying informed
Limited visibility of journey can leave passengers unsure about what happens next.
04
Getting support
Passengers need simple ways to communicate, report concerns and access help when needed.
05
Arriving confidently
The experience should feel just as reassuring at the end of the journey as it does at the start.
Confidence enablers built into the experience
Accessible routes
We highlight step-free routes stairs and steep inclines so you can plan with confidence
Share with friends and family
Share your live trip so loved ones can follow along in real tim
Report & get support
Report concerns quickly and get help from our support 24/7
Safe pickup and drop-off spots
Well-lit busy areas with good footfall are recommended for safer meet-ups
Ratings and reviews
Driver and passenger ratings help build a community we trust
Emergency support
One tap access to emergency tools when you need them most
My approach
Understand people
Research and data helps understand the challenges passengers face at every step.
Anticipate uncertainty
Potential pain points were identified early and addressed through proactive design decisions
Provide the right support
Information, tools and guidance are provided, at the right time in the right context.
Empower passengers
Passengers are given greater control, choice and confidence throughout there journey.
Build lasting trust
A safe, reliable experience encourages positive behaviour and strengthens the Moses community.
Confidence isn't a single feature, it is a journey.
By reducing uncertainty and putting the right information, safety and support in passengers hands, Moses helps people feel informed, safe and in control from start to finish.
05
Experience concept
Building confidence throughout the journey.
Moses is designed around the moments that matter most by reducing uncertainty with clear guidance, protective safety tools and real-time updates. We help passengers feel informed, safe and in control from booking through to arrival
Designed around key moments of uncertainty
01
Finding the location
Unclear pickup locations can make passengers question whether they are at the correct location.
04
Getting support
Passengers need simple ways to communicate, report concerns and access help when needed.
02
Meeting passengers
Travelling with unfamiliar people can create hesitation without clear indicators of trust.
05
Arriving confidently
The experience should feel just as reassuring at the end of the journey as it does at the start.
03
Staying informed
not knowing what's happening next leads to uncertainty and loss of control.
Confidence enablers built into the experience
Accessible routes
We highlight step-free routes stairs and steep inclines so you can plan with confidence
Share with friends and family
Share your live trip so loved ones can follow along in real time
Report & get support
Report concerns quickly and get help from our support 24/7
Safe pickup and drop-off spots
Well-lit busy areas with good footfall are recommended for safer meet-ups
Ratings and reviews
Driver and passenger ratings help build a community we trust
Emergency support
One tap access to emergency tools when you need them most
My approach
Understand people
Research and data helps understand the challenges passengers face at every step.
Empower passengers
Passengers are given greater control, choice and confidence throughout there journey.
Anticipate uncertainty
Potential pain points were identified early and addressed through proactive design decisions
Build lasting trust
A safe, reliable experience encourages positive behaviour and strengthens the Moses community.
Provide the right support
Information, tools and guidance are provided, at the right time in the right context.
Confidence isn't a single feature, it is a journey.
By reducing uncertainty and putting the right information, safety and support in passengers hands, Moses helps people feel informed, safe and in control from start to finish.
05
Experience concept
Building confidence throughout the journey.
Moses is designed around the moments that matter most by reducing uncertainty with clear guidance, protective safety tools and real-time updates. We help passengers feel informed, safe and in control from booking through to arrival
Designed around key moments of uncertainty
01
Finding the location
Unclear pickup locations can make passengers question whether they are at the correct location.
02
Meeting passengers
Travelling with unfamiliar people can create hesitation without clear indicators of trust.
03
Staying informed
Limited visibility of journey can leave passengers unsure about what happens next.
04
Getting support
Passengers need simple ways to communicate, report concerns and access help when needed.
05
Arriving confidently
The experience should feel just as reassuring at the end of the journey as it does at the start.
Confidence enablers built into the experience
Accessible routes
We highlight step-free routes stairs and steep inclines so you can plan with confidence
Share with friends and family
Share your live trip so loved ones can follow along in real tim
Report & get support
Report concerns quickly and get help from our support 24/7
Safe pickup and drop-off spots
Well-lit busy areas with good footfall are recommended for safer meet-ups
Ratings and reviews
Driver and passenger ratings help build a community we trust
Emergency support
One tap access to emergency tools when you need them most
My approach
Understand people
Research and data helps understand the challenges passengers face at every step.
Anticipate uncertainty
Potential pain points were identified early and addressed through proactive design decisions
Provide the right support
Information, tools and guidance are provided, at the right time in the right context.
Empower passengers
Passengers are given greater control, choice and confidence throughout there journey.
Build lasting trust
A safe, reliable experience encourages positive behaviour and strengthens the Moses community.
Confidence isn't a single feature, it is a journey.
By reducing uncertainty and putting the right information, safety and support in passengers hands, Moses helps people feel informed, safe and in control from start to finish.
06
The experience
Designing confidence into every journey.
Moses combines trusted locations, passenger safety tools and real-time updates to help passengers feel informed and supported before, during and after every journey
trusted locations
Safety tools
Real-time updates
Passenger support
Find the right pickup location
Clear guidance, accessibility and trusted locations help you reach the correct meeting point with confidence.
Trusted locations
Accessibility indicators
Well-lit, safe areas
Clear route guidance
Support when it matters
Safety tools are always accessible, giving you more control and help whenever you need it.
SOS button
Share your journey
24/7 support
Emergency contacts
Know who you're travelling with
Ratings, verification and reporting tools help create a safer, more accountable ride-sharing experience.
Verified profiles
Passenger & driver ratings
In-app messaging
Report concerns
Stay informed throughout
Real-time updates keep you informed about arrivals, delays, and journey progress at every step.
Live updates
ETA tracking
Journey status
Arrival alerts
The complete journey
A seamless experience at every step.
From searching for a ride to reaching your destination, Moses supports passengers with clarity, real-time updates and safety tools throughout the entire journey.
01
Search journey
Plan your journey and explore available travel options.
02
Choose shared ride
Compare routes, prices and journey details with confidence.
03
Navigate to pickup
Follow clear guidance to a trusted pickup location.
04
Meet your driver and fellow riders
Know when your driver is arriving and stay connected.
05
Shared journey
Stay informed with live updates throughout the journey.
06
Reach your destination
Follow the guidance from the drop-off point to the final destination.
07
Arrive & review
Confirm arrival and share feedback.
Reducing uncertainty, Building confidence
By combining trusted locations, journey visibility and safety tools, Moses transforms ride-sharing into an experience that feels as predictable and reassuring as booking a regular taxi.
06
The experience
Designing confidence into every journey.
Moses combines trusted locations, passenger safety tools and real-time updates to help passengers feel informed and supported before, during and after every journey
trusted locations
Safety tools
Real-time updates
Passenger support
Find the right pickup location
Clear guidance, accessibility and trusted locations help you reach the correct meeting point with confidence.
Trusted locations
Accessibility indicators
Well-lit, safe areas
Clear route guidance
Support when it matters
Safety tools are always accessible, giving you more control and help whenever you need it.
SOS button
Share your journey
24/7 support
Emergency contacts
Know who you're travelling with
Ratings, verification and reporting tools help create a safer, more accountable ride-sharing experience.
Verified profiles
Passenger & driver ratings
In-app messaging
Report concerns
Stay informed throughout
Real-time updates keep you informed about arrivals, delays, and journey progress at every step.
Live updates
ETA tracking
Journey status
Arrival alerts
The complete journey
A seamless experience at every step.
From searching for a ride to reaching your destination, Moses supports passengers with clarity, real-time updates and safety tools throughout the entire journey.
01
Search journey
Plan your journey and explore available travel options.
02
Choose shared ride
Compare routes, prices and journey details with confidence.
03
Navigate to pickup
Follow clear guidance to a trusted pickup location.
04
Meet your driver and fellow riders
Know when your driver is arriving and stay connected.
05
Shared journey
Stay informed with live updates throughout the journey.
06
Reach your destination
Follow the guidance from the drop-off point to the final destination.
07
Arrive & review
Confirm arrival and share feedback.
Reducing uncertainty, Building confidence
By combining trusted locations, journey visibility and safety tools, Moses transforms ride-sharing into an experience that feels as predictable and reassuring as booking a regular taxi.
06
The experience
Designing confidence into every journey.
Moses combines trusted locations, passenger safety tools and real-time updates to help passengers feel informed and supported before, during and after every journey
trusted locations
Safety tools
Real-time updates
Passenger support
Find the right pickup location
Clear guidance, accessibility and trusted locations help you reach the correct meeting point with confidence.
Trusted locations
Accessibility indicators
Well-lit, safe areas
Clear route guidance
Support when it matters
Safety tools are always accessible, giving you more control and help whenever you need it.
SOS button
Share your journey
24/7 support
Emergency contacts
Know who you're travelling with
Ratings, verification and reporting tools help create a safer, more accountable ride-sharing experience.
Verified profiles
Passenger & driver ratings
In-app messaging
Report concerns
Stay informed throughout
Real-time updates keep you informed about arrivals, delays, and journey progress at every step.
Live updates
ETA tracking
Journey status
Arrival alerts
The complete journey
A seamless experience at every step.
From searching for a ride to reaching your destination, Moses supports passengers with clarity, real-time updates and safety tools throughout the entire journey.
01
Search journey
Plan your journey and explore available travel options.
02
Choose shared ride
Compare routes, prices and journey details with confidence.
03
Navigate to pickup
Follow clear guidance to a trusted pickup location.
04
Meet your driver and fellow riders
Know when your driver is arriving and stay connected.
05
Shared journey
Stay informed with live updates throughout the journey.
06
Reach your destination
Follow the guidance from the drop-off point to the final destination.
07
Arrive & review
Confirm arrival and share feedback.
Reducing uncertainty, Building confidence
By combining trusted locations, journey visibility and safety tools, Moses transforms ride-sharing into an experience that feels as predictable and reassuring as booking a regular taxi.
07
Validation & refinement
Confidence wasn't designed once. It was tested into the experience.
Through interviews, body,storming and iterative usability testing, the concept evolved to solve the real barriers to trusting and using a shared ride.
Testing at a glance
5 User interviews
In-depth conversation with ride-sharing passengers.
3 body-storming sessions
Exploring journeys first hand in real-world scenarios.
9 Usability-tests
3 Rounds of iterative testing with 3 participants each.
3 Design iterations
Refining trust, visibility and reassurance.
Testing insight and design responses
Insight
Users worried about walking to the wrong place.
My response
trusted pickup locations
clear route guidance
Accessibility indicators
Insight
Passengers wanted greater visibility.
My response
Real-time journey updates
Arrival notifications
Greater progress transparency
Insight
Travelling with strangers created hesitation.
My response
Verified passengers
Ratings and reviews
Greater progress transparency
Insight
Users would help when things went wrong.
My response
SOS functionality
Reporting tools
Support throughout the journey
How testing shaped the concept
Round 1
Uncovering uncertainty
Early testing revealed that passengers weren’t avoiding ride-sharing itself. They were avoiding uncertainty around pickup locations and travelling with unfamiliar people.
Round 2
Improving visibility
Participants wanted more confidence about where they should be, who they were travelling with and what would happen next. Real-time updates and journey visibility became central to the experience.
Round 3
Strengthening reassurance
Final testing focused on moments where confidence could still break down. Safety features, support tools and clearer guidance helped create reassurance before, during and after travel.
Confidence wasn't created by one feature
Repeated testing showed that passengers didnt't need more options, they needed more certainty. By improving visibility, strengthening trust and reducing ambiguity at every stage, the experience evolved into a journey that felt predictable, informed and reassuring from start to finish
07
Validation & refinement
Confidence wasn't designed once. It was tested into the experience.
Through interviews, body,storming and iterative usability testing, the concept evolved to solve the real barriers to trusting and using a shared ride.
Testing at a glance
5 User interviews
In-depth conversation with ride-sharing passengers.
3 body-storming sessions
Exploring journeys first hand in real-world scenarios.
9 Usability-tests
3 Rounds of iterative testing with 3 participants each.
3 Design iterations
Refining trust, visibility and reassurance.
Testing insight and design responses
Insight
Users worried about walking to the wrong place.
My response
trusted pickup locations
clear route guidance
Accessibility indicators
Insight
Passengers wanted greater visibility.
My response
Real-time journey updates
Arrival notifications
Greater progress transparency
Insight
Travelling with strangers created hesitation.
My response
Verified passengers
Ratings and reviews
Greater progress transparency
Insight
Users would help when things went wrong.
My response
SOS functionality
Reporting tools
Support throughout the journey
How testing shaped the concept
Round 1
Uncovering uncertainty
Early testing revealed that passengers weren’t avoiding ride-sharing itself. They were avoiding uncertainty around pickup locations and travelling with unfamiliar people.
Round 2
Improving visibility
Participants wanted more confidence about where they should be, who they were travelling with and what would happen next. Real-time updates and journey visibility became central to the experience.
Round 3
Strengthening reassurance
Final testing focused on moments where confidence could still break down. Safety features, support tools and clearer guidance helped create reassurance before, during and after travel.
Confidence wasn't created by one feature
Repeated testing showed that passengers didnt't need more options, they needed more certainty. By improving visibility, strengthening trust and reducing ambiguity at every stage, the experience evolved into a journey that felt predictable, informed and reassuring from start to finish
07
Validation & refinement
Confidence wasn't designed once. It was tested into the experience.
Through interviews, body,storming and iterative usability testing, the concept evolved to solve the real barriers to trusting and using a shared ride.
Testing at a glance
5 User interviews
In-depth conversation with ride-sharing passengers.
3 body-storming sessions
Exploring journeys first hand in real-world scenarios.
9 Usability-tests
3 Rounds of iterative testing with 3 participants each.
3 Design iterations
Refining trust, visibility and reassurance.
Testing insight and design responses
Insight
Users worried about walking to the wrong place.
My response
trusted pickup locations
clear route guidance
Accessibility indicators
Insight
Passengers wanted greater visibility.
My response
Real-time journey updates
Arrival notifications
Greater progress transparency
Insight
Travelling with strangers created hesitation.
My response
Verified passengers
Ratings and reviews
Greater progress transparency
Insight
Users would help when things went wrong.
My response
SOS functionality
Reporting tools
Support throughout the journey
How testing shaped the concept
Round 1
Uncovering uncertainty
Early testing revealed that passengers weren’t avoiding ride-sharing itself. They were avoiding uncertainty around pickup locations and travelling with unfamiliar people.
Round 2
Improving visibility
Participants wanted more confidence about where they should be, who they were travelling with and what would happen next. Real-time updates and journey visibility became central to the experience.
Round 3
Strengthening reassurance
Final testing focused on moments where confidence could still break down. Safety features, support tools and clearer guidance helped create reassurance before, during and after travel.
Confidence wasn't created by one feature
Repeated testing showed that passengers didnt't need more options, they needed more certainty. By improving visibility, strengthening trust and reducing ambiguity at every stage, the experience evolved into a journey that felt predictable, informed and reassuring from start to finish
08
outcomes & reflection
Building confidence through every interaction.
What started as a booking problem became a confidence problem.
Research revealed that passengers weren't avoiding ride-sharing itself. They were avoiding uncertainty
By improving communication and reassurance throughout the journey. The concept transformed shared travel into an experience that felt more predictable, informed and trustworthy.
Passengers didn't need more options. They needed more certainty.
- participant
The impact of the concept
Trust
Ratings, passenger information and accountability features helped passengers feel more confident about who they were travelling with.
Visibility
Real-time updates, journey progress and clearer pickup guidance reduced uncertainty throughout the journey.
Reassurance
Safety tools, support features and trusted locations helped passengers feel supported before, during and after every journey.
What I learned
Users were anxious about finding the right pickup locaiton.
Users wanted to know what was happening and when.
Users were hesitant about travelling with strangers.
Users wanted help if something went wrong.
What I built
Trusted pickup location, with clear guidance and accessibility information.
Real-time journey updates and ETA tracking at every stage.
Ratings, verification and passenger information for greater confidence.
In-app support, SOS and reporting tools available 24/7.
Key takeaways
Research before solutions
The biggest barrier wasn't ride sharing itself. It was the uncertainty surrounding the experience. Understanding behaviour first helped shape the right solutions.
Design beyond the screen
Body-storming, journey mapping and real-world observations revealed challenges that would never have emerged through interface design alone.
Trust is cumulative
Passengers built confidence through multiple small moments across the journey, not just one feature or interaction.
Final reflection
Reducing uncertainty, building confidence
By combining trusted locations, journey visibility and safety tools, Moses transforms ride-sharing into an experience that feels as predictable and reassuring as booking a taxi.
08
outcomes & reflection
Designing confidence into every interaction.
What started as a booking problem became a confidence problem.
Research revealed that passengers weren't avoiding ride-sharing itself. They were avoiding uncertainty
By improving communication and reassurance throughout the journey. The concept transformed shared travel into an experience that felt more predictable, informed and trustworthy.
Passengers didn't need more options. They needed more certainty.
- participant
The impact of the concept
Trust
Ratings, passenger information and accountability features helped passengers feel more confident about who they were travelling with.
Visibility
Real-time updates, journey progress and clearer pickup guidance reduced uncertainty throughout the journey.
Reassurance
Safety tools, support features and trusted locations helped passengers feel supported before, during and after every journey.
What I learned
Users were anxious about finding the right pickup location.
Users needed greater visibility of what would happen next.
Users were hesitant about travelling with strangers.
Users wanted help if something went wrong.
What I built
Trusted pickup location, with clear guidance and accessibility information.
Real-time journey updates and ETA tracking at every stage.
Ratings, verification and passenger information for greater confidence.
In-app support, SOS and reporting tools available 24/7.
Key takeaways
Research before solutions
The biggest barrier wasn't ride sharing itself. It was the uncertainty surrounding the experience. Understanding behaviour first helped shape the right solutions.
Design beyond the screen
Body-storming, journey mapping and real-world observations revealed challenges that would never have emerged through interface design alone.
Trust is cumulative
Passengers built confidence through multiple small moments across the journey, not just one feature or interaction.
Final reflection
Reducing uncertainty, building confidence
By combining trusted locations, journey visibility and safety tools, the concept reduced uncertainty throughout the journey and helped passengers feel informed, supported and in control.
08
outcomes & reflection
Building confidence through every interaction.
What started as a booking problem became a confidence problem.
Research revealed that passengers weren't avoiding ride-sharing itself. They were avoiding uncertainty
By improving communication and reassurance throughout the journey. The concept transformed shared travel into an experience that felt more predictable, informed and trustworthy.
Passengers didn't need more options. They needed more certainty.
- participant
The impact of the concept
Trust
Ratings, passenger information and accountability features helped passengers feel more confident about who they were travelling with.
Visibility
Real-time updates, journey progress and clearer pickup guidance reduced uncertainty throughout the journey.
Reassurance
Safety tools, support features and trusted locations helped passengers feel supported before, during and after every journey.
What I learned
Users were anxious about finding the right pickup locaiton.
Users wanted to know what was happening and when.
Users were hesitant about travelling with strangers.
Users wanted help if something went wrong.
What I built
Trusted pickup location, with clear guidance and accessibility information.
Real-time journey updates and ETA tracking at every stage.
Ratings, verification and passenger information for greater confidence.
In-app support, SOS and reporting tools available 24/7.
Key takeaways
Research before solutions
The biggest barrier wasn't ride sharing itself. It was the uncertainty surrounding the experience. Understanding behaviour first helped shape the right solutions.
Design beyond the screen
Body-storming, journey mapping and real-world observations revealed challenges that would never have emerged through interface design alone.
Trust is cumulative
Passengers built confidence through multiple small moments across the journey, not just one feature or interaction.
Final reflection
Reducing uncertainty, building confidence
By combining trusted locations, journey visibility and safety tools, Moses transforms ride-sharing into an experience that feels as predictable and reassuring as booking a taxi.
Looking for your next product designer?
Thoughtfully designed by Adam Ridges
Looking for your next product designer?
Thoughtfully designed by Adam Ridges
Looking for your next product designer?
Thoughtfully designed by Adam Ridges