The rapid growth of Careem brought new challenges, as Careem introduced multiple innovations in service offerings, hero features, and incentive programs. Careem aimed to ensure a seamless experience for users, who were crucial to the success of the service. To ensure success and adoption, Careem invested in user research focused on the experiences, needs, and challenges of its Captains and customers.
Our Role
To conduct comprehensive design research and usability testing that would offer actionable insights into the user journey. By employing ethnographic methods and field research, we provided Careem with a robust understanding of the captains’ and customers’ real-world needs and potential digital interface improvements.
Understanding the Bike Captain’s Journey
The bike service launched in Pakistan addressed the growing demand for affordable, accessible transportation options. Conducting user research was pivotal in driving informed decisions. Through service safaris and other ethnographic research methods, Designist delved into the day-to-day journeys of Bike Captains. By shadowing riders and conducting in-depth interviews with key stakeholders, our team captured nuanced insights into their on-ground experiences.
Usability Testing and Heuristic Evaluation
We conducted a usability evaluation of the Careem platform, and used heuristic analysis to identify gaps in the user experience. We tested key features, including ride booking, customer support, and ride packages, benchmarking them against industry best practices. The findings provided data-driven recommendations to enhance the platform’s usability and overall user experience.
The Outcome
The insights from our research were instrumental in shaping the development and optimization of Careem’s service. This collaboration helped strengthen Careem’s position in the mobility sector.
