Urban Transportation startup focused on Daily Commute Problem

Project Description:
In Mumbai a lot of daily commuters have to change 3 modes of crowded transport to reach their offices everyday Cityflo is an urban transportation startup focused on solving this daily commute problem using technology and data. It is a shared commute service with an experience, comfort and reliability of a private vehicle from point A to point B.

Duration: 10 months (Jan 2016 - Oct 2016)
Project Skills: Product Development, Prototyping, User Experience Design & Interface Design
Recommendation Letter: Rushabh Shah | Co-founder at Cityflo

The daily commute to and fro office is a big hassle for people in the financial capital of India, Mumbai. Cityflo aims to solve this my making the commute experience more comfortable.

Understanding User Needs & Painpoints

Before starting work on the next version of the platform it was important to understand the opportunity areas and the pain points in a user's journey. It was important to also observe the pre and post-journey experience and not just the digital touchpoint. For this research, I traveled every day for 2 weeks on the Cityflo bus with daily commuters over different routes.

“It was initialy difficult to find my bus stop as there is no marking on the road and the map location pin doesn’t help cause I have slow internet speed."
“Everyday I have to set a reminder to reserve a seat for the next day. If I forget because of a busy day, I miss the bus and have to take the crowded public transport."
“I am not a tech savvy person…I have to ask people around me to help me find things like my ticket or the map in the app."
“Everyday half of the users riding with us are first time users. Most of the people are eventually migrating to other services due to a large competition."

How might we make contextual content easily accessible while reducing the redundancy of the task for commuters?

Redesigned Mobile Experience

Search Route Screen:

Old Version

The user had to predict which route might have their stop and make a selection.

Design Iteration

To avoid repetitive task a favorite route was saved for quick selection.

Redesigned Version

The driver just enters the locations and the platform recommends the best route.

Seat Reservation Screen:

Old Version

Users had to reserve seats for the rides every day and were restricted to details about one route at a time.

Redesigned Version

Multiple bookings reduced the redundancy and need to remember. The user could explore multiple routes to reach the destination.

Bus Boarding Pass:

Old Version

Complex to find important content. Having multiple call to actions was confusing and promoting cancelation of the ride.

Redesigned Version

Content divided into sections according to the hierarchy by showing only relevant content to the ride.

Stop Navigation Screen:

Old Version

It was difficult for new user to find the exact stop location as we could were not legaly allowed to have physical signboards.

Redesigned Version

Having a reference image of the surrounding area and the marker helped in finding the exact location.

Miscellaneous Design Sprints

The brand development process started by defining the key brand attributes so that every design decision could be brought back to validate with them. The brand development process included a mood board, defining the color palette and typography along with the overall tone of voice.

Driver’s App:

It was interesting to work for users that were low on digital literacy. Being aware of accessibility was key to this platform as the drivers were multi-lingual. Also, we had to design for minimal interaction with the device to avoid distraction while driving.

Start Trip Countdown

Passenger List Per Stop

Next Stop Navigation

Backend Management Platforms:

Due to a Non-Disclosure Agreement, I can’t showcase screens for all the platforms. I got an opportunity to build a lot of backend tools like Customer Relationship Management, Fleet Provider Auctions and Analytics Dashboard.

Customer Outreach Experience:

It isn’t just about the digital product but also reaching out and making a connection with the users. For this, our various teams along with our Co-Founders traveled the Cityflo buses to interact with daily commuters and reward them. It was a really wonderful experience which led the commuters to feel a part of the Cityflo family.


Over this period of 10 months at Cityflo, I really grew into a T-shaped designer. The most important learning I had was about how to design for an ecosystem and not just a product. I got an opportunity to work closely with a lot of different stakeholders like operation, marketing, development, drivers and most importantly the user. I really learned the importance of constant user testing as it helped in designing an experience that was crafted for the user needs. The chance to lead the design division prepared me to take ownership and manage projects, team and timelines. During this time I learn’t to have a fluid design process to fit the goals and timelines of the project.

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