Moov — A ride-hailing App UX Case Study

Moov — A ride-hailing App UX Case Study

Header image for Moov showing some screens in the application

Moov — A Ride-hailing App


There are a lot of ride-hailing applications, you would think why should there be another one, well Moov addresses some issues people have in mind

Design Requirements

  • Set your destination and request a ride
  • See the driver arrive in real-time
  • Pay in cash and in-app
  • See the ride price upfront and know how much you would be paying to your destination
  • Users can rate drivers to give feedback and improve the application

User Persona

I had a chat with a few friends on a call and we spoke about challenges they had with Ride-Hailing services and I ask them if they would like the feature from the product requirements, they were used to some of them already but they really liked the idea of seeing the price upfront and they said they would like to share rides with their friend where they split the fee equally hence the user persona below

Rachel is a student that uses ride-hailing services because it is more convenient than jumping buses she goes around with her friends a lot and one problem that usually reoccurs is splitting the fee, initially, she agrees with her friends that they are going to split the fee but because the ride was ordered on her account, only her would be charged when they all agreed to split the fee, they have to start going through the hassle of transferring the money to her bank account after their journey or sometimes forget to pay, she wants a way that the fee can be split so her friends can be charged right from the app to give them a better experience.

Competitive Analysis

One of the greatest challenges was getting how to calculate the price to be paid upfront that is before you enter the ride, other ride-hailing application use distance and time with a base price to charge the customer but it is heavily dependent on the arrival time even after their estimation so if a ride was meant to take you 15mins based on their estimation and ends up taking 20mins then you would be charged for 20mins.


Minimum Price — — N500

Start — — -N200

per KM — — — N65/km

per min — — — 10/min

seat 4

How I came up with a calculation system

The distance with which we are going to travel can be known and the time can be estimated but there are so many other constraints that may cost you to spend more time than usual like taking a longer route or having to drop something on the way.

With Moov I found out there could be a proper estimation of time and distance using Google’s services, the estimated time and the distance you would travel is stated and the distance may vary using alternate routes.

With Moov, we choose the shortest distance with the lowest traffic and make a price calculation off the estimation if the passenger chooses to take another route apart from the specified route the fixed price would change and the calculation would now be based on the new distance travelled and the arrival time


Unilag to Murtala Mohammed Airport

via Airport Road


Moov Pricing


Minimum Price Payable — — — N500

Start — — — N300

per KM — — N50/km * 15.7 = N785

per min — — N20/min * 26min = N520

seats up to 4people

Ride Price = N1,605


Animated Interaction

High Fidelity Prototype


Thanks for stopping by 🎉

Say Hello! to me on Twitter Instagram or Linkedin

Moov — A ride-hailing App UX Case Study was originally published in UX Planet on Medium, where people are continuing the conversation by highlighting and responding to this story.

Leave a Reply

Your email address will not be published. Required fields are marked *