In 2018, Careem launched its bike service in Pakistan to address growing demand for affordable, accessible transportation options. As the bike service rapidly expanded, Careem partnered with Designist to conduct in-depth research focused on the experiences, needs, and challenges of its Bike Captains.
our role
Designist’s role was to conduct comprehensive design research and usability testing that would offer actionable insights into the user journey of Bike Captains. By employing ethnographic methods and field research, we provided Careem with a robust understanding of the captains’ real-world needs and potential digital interface improvements.
The Problem We Were Trying to Solve
With rapid growth came new challenges. Careem aimed to ensure a seamless experience for Bike Captains, who were crucial to the success of the service. The goal was to identify pain points and improvement areas that would enhance the Bike Captains’ user experience and boost service efficiency.
Design Research: Understanding the Bike Captain’s Journey
Conducting 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.
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 and Heuristic Evaluation
Our team rigorously tested the Bike platform on the Careem app, evaluating it through a heuristic lens to identify usability gaps. By benchmarking against best practices in user experience, we provided Careem with clear, data-backed recommendations to refine the Bike platform.
The Outcome: A Better Experience for Bike Captains
The insights from our research were instrumental in shaping the development and optimization of Careem’s Bike service. This collaboration helped strengthen Careem’s position in the mobility sector, paving the way for its eventual acquisition by Uber in 2020 for
$31.b.
Looking Ahead
Our work with Careem highlights Designist’s commitment to user-centric design, and we remain dedicated to helping mobility platforms and other industries innovate through strategic research and design.
