What if inDrive launched an app just for tuk-tuks and tricycles in Egypt? My concept: licensed drivers, real plates and live trips, in Arabic first. Endorsed by inDrive’s Product Design Team Lead.
Tuk-tuks and tricycles run with no licence, no plates and often underage drivers. Every ride is a gamble.
A booking app where only a licensed, plated, checked driver can take a trip, and every trip is tracked.
Endorsed by inDrive’s Product Design Team Lead. 1.3K views and 120 appreciations on Behance.
The brief I set myself: inDrive launches an app only for tuk-tuks and tricycles. The mark keeps inDrive’s shape and its lime, and the iD turns into the front of a tuk-tuk.
I wrote two personas from the people who ride them every day, with an empathy map and a job story for each.
Rides a tuk-tuk to a different home every day. Arabic only, pays cash, paid by the day. No ride app on her phone yet.
“Every day I ride a tuk-tuk to work, and I’m scared. I want a safe ride that doesn’t cost much.”
Job storyWhen I go to work, I want a driver I can trust, so I arrive safe and on time.
Getting his flat ready to marry. Moves sand, cement and tools by tricycle. Arabic and English, cash and card.
“I want a guaranteed way to move my things, without driver drama or haggling over the price.”
Job storyWhen I move building materials, I want a reliable tricycle at a fair price, so the work stays on schedule.
Quotes translated from the Arabic.
Before you ride: licence, plate, age and rating, on one card.
Instead of a first name and a car colour
People ride a tuk-tuk; loads go by tricycle. The first screen asks which.
Instead of two separate apps
Track the ride and share it with family.
Instead of “trust me, I know the way”
Arabic first, right to left, in the street’s own words: “Legend of the streets”.
Instead of English, translated
A screen in every licensed tuk-tuk: a fare meter so nobody haggles, music kept at a civil volume, and an emergency button that alerts the authorities through the app.
A launch campaign in the same voice: banners, a branded tuk-tuk and tricycle, a first-ride-free code, and a badge for every checked captain.
A few lines about what you want to fix. The reply comes from me, within two days.
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