Careem

Design Research for MENA’s
First Unicorn

Services

Ethnography, Service Design
0 +
Captains in Pakistan
0 %
of all rides done
through Bike

Introduction

our role

Careem launched their Bike service in Pakistan during 2018. With exponential growth in the Bike service, we collaborated with Careem to conduct research with their Captains on their needs and pain-points.

Design Research

Conducting research was key to driving actionable
insights for strategic decision making in the service’s
development cycle.
Designist conducted service safaris and various
ethnographic methods of understanding user journeys,
shadowing bikers and conducting in-depth interviews
with key stakeholders.

To help create empathy within the team and for UX purposes, behavioural insights were acquired
through a detailed persona development of the captains.

Usability Testing

Our team conducted usability testing of the Bike platform
within the Careem app to create a heuristic evaluation.
Here, digital platforms are tested against the principles
of heuristics in user experience.

The Outcome


Our research with Careem was integral to the launch of their
Bike product.

Careem continues to be a key player in the mobility sector – with
firm going on to be acquired by mobility leader Uber in 2020 for
$31.b.

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