Design Research for MENA’s First Unicorn

With the launch of Careem Bike in 2018, Designist’s challenge was to conduct in-depth research on the needs and pain points of those rising bikes (Captains) in Karachi.

Design Research

This was key to driving actionable insights for strategic decision making in the service’s development cycle. Designist’s scope of work included service safari or an ethnographic method 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

This report covers a detailed description of the research questions and insights along with the challenge statements and their ideation. It also includes synthesized floor plans based on ideation exercises and a consolidated plan recommended by Designist.

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 their app now transforming towards a super-app,