• Employer:
  • WeRide
  • Service:
  • Web app
  • Project protected by an NDA, more material available upon request

In an attempt to challenge the leader of ride sharing in a nordic country, the company WeRide (fictional name) set up to create a marketplace for drivers and passengers to meet and travel together.
Knowing that drivers with empty cars were legion on the road were already on the road, we focused the roadmap on features connecting drivers with passengers, creating a community around mobility.

As the start-up needed to move fast and to differentiate itself from its competitor, we rapidly defined a roadmap around a set of features that would constitute our minimum viable product.
Working simultaneously on defining the data flow, technical ecosystem and look and feel of the app, we released individual modules / features to beta testers. Listening to their responses and iterating our way to a complete product, were able to create a white labeled platform in just a few months.



The start-up WeRide dreamed of a world without morning traffic jam. A world without congested cities. A world in which we emit less CO2 than we do today. Frustrated with the options available, they decided to take matter into their own hands and conceived an app that would facilitate ride sharing. From the ground up, we build an app and a community that would support this vision, putting people and planet above profit.


WeRide needed to launch at speed before their efforts were discovered by the industry leader. To do so, they had to:

Quickly develop and launch an MPV to get their foot in the door

Gather a community of beta tester to use the MVP and help shape the future roadmap and release cycles

Design a visual identity that would set them apart and help them make an impactful start


WeRide’s main challenge was capacity. Comprised of a handful of employees, they had to learn Scrum and agile ways of working to quickly learn from their mistake and iterate at speed, sprint after sprint. Above all, WeRide wanted to keep their independence. This meant no external investors and limited fundings, which came with its own set of challenges.


Identify user needs

We started by engaging in ride sharing ourselves, talking to drivers and passengers to understand pain-points and desires.
We focus on drivers, after all, without drivers, ride sharing cannot take place. This influenced the set of features defined for our MVP. Once the main customer target identified, we conceptualised features and user stories, building the product’s backbone.

Experience principles

Aside from universal design principles, we made sure the experience we created matched with the “on-the-go” lifestyle of our users. Large fonts, clear call to actions, uncluttered screens and immediate app feedback were at the core of our experience for an easy use while on the move.


Use FFF, Friends, Fools & Family

We tested our vision with our immediate social circles as well as commuters met on ride sharing trips to gage interest and evaluate ease of use.
We shared white-board sketches to beta testers, asking for their feedback at an early stage, ensuring the product felt right to them from the beginning and involving them from the start.

Brand identity

We focused our initial efforts on high fidelity wireframes so we could do beta testing without revealing too much of our upcoming visual identity.
Keeping motion and dynamism in mind, we created a brand language that used contrasting colours to communicate clear feedback to the user as well as signpost journeys statuses (awaiting confirmation, approved, rejected).


Move swiftly from one idea to another

With a handful of developers and one designer, we created wireframes and branded screens, made interactive prototypes and started to breathe life into the product, one section at a time.
We simultaneously starter to establish a digital presence, making assets for social medias, creating marketing content and a web platform that would allow us to recruit more beta tester and start generating interest for the product.

Beta testing

We tested at every stage of our work, from hand-drawn sketches to branded screens. We created clickable prototypes for all of our features, ensuring users could swiftly flow from one screen to the other and could book their rides in one tap.


Client: we built a holistic future vision of the service which addressed customer needs and minimised delivery costs. We created an experience and technology roadmap to make this vision a reality and provided indicative designs to help Media Corp secure investment to develop the platform.
Users: we created a tool that makes users’ work faster, easier, and empowers them to be trusted experts for their clients.

Something Else

Media planning tool

A consolidated tool enabling media planners to become truster experts.

Hudson Blvd Park

A proposal to guide pedestrians from busy street to an oasis in the city.

Urban Love

A modular publication about love and intimacy in the urban landscape.