KD RIDE

KD-RIDE is an e-hailing app design project focused on creating a seamless, intuitive, and convenient ride-booking & bill payment experience for everyday commuters.

Role

Sole Product Designer

Duration

5 months

Tools

Figma, Notion

Team

1 PM, 8 Engineers, 1 UI Designer

OVERVIEW

Project Overview

A unified e-hailing platform that makes booking and scheduling rides effortless, while streamlining logistics and bill payments, all in one seamless experience. From everyday commutes to last-minute deliveries, everything you need is just a tap away. Pay with the KD Wallet to unlock exclusive rewards on every transaction, earn cash back and perks as you go, and enjoy faster, more secure checkouts across the app, making it the smarter, more rewarding way to move and manage your everyday needs.

PROBLEM

Understanding the Challenges

Users often face challenges managing transportation, package deliveries, and bill payments across multiple platforms. This fragmented experience leads to inconvenience, delays, and unnecessary costs. KD Ride aims to bridge this gap by providing a unified platform for seamless ride-hailing, reliable logistics, and convenient bill payments.

64% Transport safety concerns: Nigerians reported feeling unsafe on public transport in the previous year.
55% Logistics Delays: Experienced delayed package deliveries.
45% High Delivery Costs: Identified expensive logistics services.
1-3.6% Failed Bill Payments transaction

RESEARCH

Research & Discovery

Our goal was to understand user needs across ride-hailing, logistics, and bill payments, identifying gaps in existing experiences and opportunities for improvement. We explored how users book rides, send packages, and pay for airtime, data, electricity, and cable TV to uncover friction points and create a seamless, all-in-one experience with KD Ride.

Contextual Interviews

Analyzed Competitor Audits

Key Findings

Ride-Hailing: Slow ride bookings, safety concerns, and unclear fare estimates.
Logistics: High delivery costs, delayed deliveries, and poor package tracking.
Bill Payments: Fragmented payments for airtime, data, electricity, and cable TV.
User Experience: Switching between multiple apps to complete everyday tasks.
Payment Reliability: Failed transactions, delayed confirmations, and uncertainty about payment status.
Trust & Transparency: Limited visibility into ride progress, delivery status, and payment history.

IDEATION

Ideation

I facilitated a 3-day cross-functional design sprint with product, engineering, and two HR manager customers as co-designers. Using jobs-to-be-done mapping, affinity clustering, and rapid concept sketching, we generated 140+ ideas and prioritized based on impact vs. effort scoring.

We converged on "ClearDesk" - a concept centered around a role-aware dashboard that surfaces only what each user type needs, eliminating irrelevant noise and replacing the legacy navigation with a task-first mental model.

USER FLOW

User Flow

I mapped 5 primary user journeys across KD Ride's core services: Ride Booking, Bill Payment, Airtime, Data, and Logistics. The goal was to simplify navigation, reduce unnecessary steps, and create a seamless experience from onboarding to service completion.

Ride Booking: Streamlined pickup and drop-off selection, ride confirmation, driver matching, real-time tracking, and trip reviews.
Bill Payment: Simplified biller selection, customer details, bill confirmation, secure KD Wallet payments, and instant receipts.
Airtime Purchase: Quick network selection, phone number entry, amount selection, and seamless payment through KD Wallet.
Data Subscription: Easy network selection, phone number entry, data plan selection, and instant purchase confirmation.
Logistics: Simplified package booking, pickup and delivery details, transparent pricing, KD Wallet payments, and real-time delivery tracking.

WIREFRAMING

Wireframing

I created wireframes for 34 key screens across all platform modules, starting with low-fidelity sketches and moving to mid-fidelity component-based layouts across 4 iteration rounds. Every round included structured review sessions with 3 customer HR teams.

The final wireframes achieved a 91% task completion rate, up from 44% on the original platform, making ride booking, bill payments, and logistics requests faster and easier to complete.

VISUAL DESIGN

Visual Language

The visual direction for KD Ride focused on creating a bold, friendly, and intuitive experience across ride-hailing, logistics, and bill payments. I developed a cohesive design system using vibrant yellow, soft lavender, muted gray, and dark charcoal. Inter Tight typography establishes a clear, modern hierarchy, while playful illustrations and rounded elements enhance usability, accessibility, and visual consistency throughout the platform.

PROTOTYPING

Prototyping & Testing

I built a high-fidelity interactive Figma prototype covering 5 core user flows across ride-hailing, bill payments, and logistics, and conducted 5 rounds of usability testing with 32 participants, using Maze to benchmark task completion and validate the overall user experience.

This is the first time I’ve used an all-in-one platform that makes booking rides, sending deliveries, and paying bills feel effortless.

ITERATIONS

Iterations & Refinements

Iteration 1: Streamlined the ride-booking flow by refining the vehicle selection screen, surfacing fare comparisons, driver availability, and wallet payment details. Result: Created a more transparent booking experience that helps users compare ride options and make faster, more confident decisions.

Iteration 2: Redesigned the homepage with clearly organized service categories, a simplified wallet overview, and dedicated sections for rewards and promotions. Result: Improved service discoverability and established a more intuitive entry point for rides, deliveries, airtime, data, electricity, and cable TV payments.

FINAL DESIGN

Final Design

The final design, KD Ride, delivers a seamless, all-in-one experience for ride-hailing, logistics, and bill payments, simplifying everyday activities through an intuitive mobile interface.

Key features include:

Unified dashboard for easy access to all services
Seamless ride booking with real-time tracking
Logistics booking with live delivery updates
Airtime, data, electricity, and cable TV payments
Integrated KD Wallet for secure transactions
Intuitive navigation and streamlined user flows

IMPACT

Impact

61% Reduction in failed ride bookings

4-in-1 Seamless access to rides, bill payments, and logistics

19% to 6% Improved customer drop-off rate

We consolidated multiple services into one seamless platform for ride-hailing, bill payments, and logistics—giving users everything they need in one place.

LEARNINGS

Lessons Learned

Ride-hailing users prioritize speed and simplicity — booking a ride should take as few steps as possible.

A unified platform needs clear service separation — rides, bill payments, and logistics must be easy to find without overwhelming users.

Real-time tracking builds trust — users need clear updates on driver location, delivery progress, and trip status.

Bill payments require confidence — transparent fees, instant confirmations, and accessible transaction history reduce payment anxiety.

Logistics experiences depend on visibility — clear delivery timelines, status updates, and proof of delivery keep users informed and in control.

NEXT STEPS

Next Steps

Introduce AI-powered ride recommendations to improve booking speed and reduce cancellations.

Implement smart search across rides, bill payments, and logistics services.

Expand analytics with predictive demand forecasting and driver availability insights.

Conduct a 12-month study measuring customer retention, ride completion rates, and operational efficiency.

Develop a public API for integration with payment providers, mapping services, and logistics partners.