Beeline
Beeline
Beeline
A mobile app for school transportation through carpooling and bus routes
A mobile app for school transportation through carpooling and bus routes
A mobile app for school transportation through carpooling and bus routes
School transportation shouldn't be a daily struggle filled with safety concerns and logistical headaches. I designed this experience to empower parents and students to easily discover carpooling opportunities and access reliable bus route information, building community connections while simplifying the journey to school.
School transportation shouldn't be a daily struggle filled with safety concerns and logistical headaches. I designed this experience to empower parents and students to easily discover carpooling opportunities and access reliable bus route information, building community connections while simplifying the journey to school.
Industry :
Transportation
Timeline :
4 weeks
Role :
Product Designer
UX Researcher
UI Designer
Information Architect
Visual & Branding
Tools :
Figma
FigJam
Adobe Illustrator
Adobe Photoshop
CHALLENGE
Busy parents and students struggle to efficiently manage school transportation needs due to lack of secure platforms for organizing carpools with other families and accessible, up-to-date bus route information.
CHALLENGE
Busy parents and students struggle to efficiently manage school transportation needs due to lack of secure platforms for organizing carpools with other families and accessible, up-to-date bus route information.
"How might we bridge the gap between public school transportation and community-driven carpooling solutions?"
"How might we build confidence in school transportation choices by prioritizing safety, reliability, and convenience in one platform?"
GOAL
I set out to create an app that will streamline school transportation for busy parents by providing seamless carpooling coordination and reliable bus route information through a trusted platform.
GOAL
I set out to create an app that will streamline school transportation for busy parents by providing seamless carpooling coordination and reliable bus route information through a trusted platform.
RESEARCH
Our research involved surveys and interviews with parents and high school students. Initially, we prioritized safety and
finding accurate bus routes over convenience and assumed hesitancy towards carpooling.
However, research showed equal importance on convenience, and participants were keen on carpooling but lacked platforms.
Through affinity mapping, we organized user needs into four key categories
RESEARCH
Our research involved surveys and interviews with parents and high school students. Initially, we prioritized safety and finding accurate bus routes over convenience and assumed hesitancy towards carpooling.
However, research showed equal importance on convenience, and participants were keen on carpooling but lacked platforms. Through affinity mapping, we organized user needs into four key categories
FEATURE PRIORITIZATION
These insights guided us to prioritize:
1. Safe carpooling connections as our primary feature while including
2. Reliable bus routes & stop information as a secondary option
to better meet user needs for community-driven transportation solutions.
FEATURE PRIORITIZATION
These insights guided us to prioritize:
1. Safe carpooling connections as our primary feature while including
2. Reliable bus routes & stop information as a secondary option
to better meet user needs for community-driven transportation solutions.
COMPETITIVE AUDIT
To strengthen our ideas and identify opportunities for differentiation, we analyzed direct and indirect competitors. Our audit revealed key market gaps, particularly around school-specific carpooling solutions with integrated bus route backup options and strong safety features.
COMPETITIVE AUDIT
To strengthen our ideas and identify opportunities for differentiation, we analyzed direct and indirect competitors. Our audit revealed key market gaps, particularly around school-specific carpooling solutions with integrated bus route backup options and strong safety features.
MARKET ANALYSIS & OPPORTUNITIES
Our research and analysis uncovered four key market opportunities where existing solutions fall short of meeting family needs.
MARKET ANALYSIS & OPPORTUNITIES
Our research and analysis uncovered four key market opportunities where existing solutions fall short of meeting family needs.
School-Specific Focus
Competitors target broad audiences or premium services, leaving schools underserved.
School-Specific Focus
Competitors target broad audiences or premium services, leaving schools underserved.
School-Specific Focus
Competitors target broad audiences or premium services, leaving schools underserved.
Integrated Solution
Families want bus route information as back up when carpools fall through, yet no service combines carpool with transit.
Integrated Solution
Families want bus route information as back up when carpools fall through, yet no service combines carpool with transit.
Integrated Solution
Families want bus route information as back up when carpools fall through, yet no service combines carpool with transit.
Trust and Safety
Parents want verified drivers, yet platforms like HopSkipDrive and Kango rely on costly professional drivers
($20-$40+ per ride).
Trust and Safety
Parents want verified drivers, yet platforms like HopSkipDrive and Kango rely on costly professional drivers
($20-$40+ per ride).
Trust and Safety
Parents want verified drivers, yet platforms like HopSkipDrive and Kango rely on costly professional drivers
($20-$40+ per ride).
Community-Driven Demand
Families prefer carpooling but lack trusted platforms. Existing services emphasize transactions over building long term community trust.
Community-Driven Demand
Families prefer carpooling but lack trusted platforms. Existing services emphasize transactions over building long term community trust.
Community-Driven Demand
Families prefer carpooling but lack trusted platforms. Existing services emphasize transactions over building long term community trust.
USER PERSONAS
Two user personas, Andrea and Gabriel, were created from interview insights. Each with unique needs but shared concerns about
safety and community connection. Each persona represents a different group of users with the following challenges:
USER PERSONAS
Two user personas, Andrea and Gabriel, were created from interview insights. Each with unique needs but shared concerns about
safety and community connection. Each persona represents a different group of users with the following challenges:
USER FLOWS
After defining our key opportunities, we organized these features into a User Flow outlining the
basic navigation of our app and addresses individual user needs.
USER FLOWS
After defining our key opportunities, we organized these features into a User Flow outlining the
basic navigation of our app and addresses individual user needs.
LAYING THE GROUNDWORK
WIREFRAMES / LO-FI PROTOTYPE
We created wireframes and a lo-fi prototype, then conducted usability testing with 5 participants.
Testing revealed the need to streamline the interface and simplify information on screens to improve clarity and reduce user confusion.
This interface issue uncovered during our first testing prompted a complete redesign of our lo-fi prototype.
LAYING THE GROUNDWORK
WIREFRAMES / LO-FI PROTOTYPE
We created wireframes and a lo-fi prototype, then conducted usability testing with 5 participants.
Testing revealed the need to streamline the interface and simplify information on screens to improve clarity and reduce user confusion.
This interface issue uncovered during our first testing prompted a complete redesign of our lo-fi prototype.
HOMEPAGE LACKS CLARITY
Homepage clutter made 'Bus' and 'Carpool' buttons hard to find, so we removed the dashboard/homepage screen and simplified the bottom navigation instead to highlight essential actions
like 'Rides' and 'Bus'.
HOMEPAGE LACKS CLARITY
Homepage clutter made 'Bus' and 'Carpool' buttons hard to find, so we removed the dashboard/homepage screen and simplified the bottom navigation instead to highlight essential actions
like 'Rides' and 'Bus'.
HOMEPAGE LACKS CLARITY
Homepage clutter made 'Bus' and 'Carpool' buttons hard to find, so we removed the dashboard/homepage screen and simplified the bottom navigation instead to highlight essential actions
like 'Rides' and 'Bus'.
VISUAL DISTINCTION NEEDED
Users valued the consistent design but struggled to tell similar screens apart. We simplified inputs by breaking large forms into multiple screens, creating a clear step-by-step flow that
improved usability.
VISUAL DISTINCTION NEEDED
Users valued the consistent design but struggled to tell similar screens apart. We simplified inputs by breaking large forms into multiple screens, creating a clear step-by-step flow that
improved usability.
VISUAL DISTINCTION NEEDED
Users valued the consistent design but struggled to tell similar screens apart. We simplified inputs by breaking large forms into multiple screens, creating a clear step-by-step flow that
improved usability.
Unclear User Flow
Users were unsure which page they were on and confused by the confirmation stages, with one noted it took “a few mins to realize the Ride Details page confirmed the ride, not the invite request”. We added clear labels on screens and buttons to fix this.
Unclear User Flow
Users were unsure which page they were on and confused by the confirmation stages, with one noted it took “a few mins to realize the Ride Details page confirmed the ride, not the invite request”. We added clear labels on screens and buttons to fix this.
Unclear User Flow
Users were unsure which page they were on and confused by the confirmation stages, with one noted it took “a few mins to realize the Ride Details page confirmed the ride, not the invite request”. We added clear labels on screens and buttons to fix this.
BUTTON OVERLOad
Multiple similar buttons for the same action overwhelmed users and caused decision fatigue. We streamlined the flow by limiting each page to one primary CTA per objective.
BUTTON OVERLOad
Multiple similar buttons for the same action overwhelmed users and caused decision fatigue. We streamlined the flow by limiting each page to one primary CTA per objective.
BUTTON OVERLOad
Multiple similar buttons for the same action overwhelmed users and caused decision fatigue. We streamlined the flow by limiting each page to one primary CTA per objective.
DESIGN SYSTEM
I developed a design system to ensure consistency across high-fidelity designs and performed contrast checks to maintain accessibility.
DESIGN SYSTEM
I developed a design system to ensure consistency across high-fidelity designs and performed contrast checks to maintain accessibility.
INTRODUCING BEELINE
I focused on four main features which correlated with the goals of the two user personas.
INTRODUCING BEELINE
I focused on four main features which correlated with the goals of the two user personas.
EASY ONBOARDING
Streamlined registration flow guides users from app launch to verification in minimal steps. Social login options (Google/Facebook) enable quick profile creation, while email signup requires only essential details.
EASY ONBOARDING
Streamlined registration flow guides users from app launch to verification in minimal steps. Social login options (Google/Facebook) enable quick profile creation, while email signup requires only essential details.
EASY ONBOARDING
Streamlined registration flow guides users from app launch to verification in minimal steps. Social login options (Google/Facebook) enable quick profile creation, while email signup requires only essential details.
SAFETY VERIFICATIONS
Users to complete mandatory identity verification through valid ID upload, selfie matching, and SMS code confirmation before accessing any app features.
SAFETY VERIFICATIONS
Users to complete mandatory identity verification through valid ID upload, selfie matching, and SMS code confirmation before accessing any app features.
SAFETY VERIFICATIONS
Users to complete mandatory identity verification through valid ID upload, selfie matching, and SMS code confirmation before accessing any app features.
SIMPLE STEP-BY-STEP GUIDE
Progressive wizards breaks transportation setup into focused screens, guiding and collecting carpool or bus preferences one decision at a time.
SIMPLE STEP-BY-STEP GUIDE
Progressive wizards breaks transportation setup into focused screens, guiding and collecting carpool or bus preferences one decision at a time.
SIMPLE STEP-BY-STEP GUIDE
Progressive wizards breaks transportation setup into focused screens, guiding and collecting carpool or bus preferences one decision at a time.
INTEGRATED SOLUTION
Beeline consolidates carpooling and bus services, eliminating the need for multiple apps. Equal functionality across both modes allows families to seamlessly switch between or combine transportation options based on daily scheduling needs, improving user convenience.
INTEGRATED SOLUTION
Beeline consolidates carpooling and bus services, eliminating the need for multiple apps. Equal functionality across both modes allows families to seamlessly switch between or combine transportation options based on daily scheduling needs, improving user convenience.
INTEGRATED SOLUTION
Beeline consolidates carpooling and bus services, eliminating the need for multiple apps. Equal functionality across both modes allows families to seamlessly switch between or combine transportation options based on daily scheduling needs, improving user convenience.
USABILITY TESTING
POSITIVE OUTCOMES & AREAS FOR IMPROVEMENT
Hi-fi testing revealed reduced cognitive load, improved readability and improved completion rates, validating core app functionality.
However, one key insight emerged:
Users wanted more prominent bus features rather than having to navigate through carpool options.
USABILITY TESTING
POSITIVE OUTCOMES & AREAS FOR IMPROVEMENT
Hi-fi testing revealed reduced cognitive load, improved readability and improved completion rates, validating core app functionality.
However, one key insight emerged:
Users wanted more prominent bus features rather than having to navigate through carpool options.
DESIGN ITERATION
DESIGN ITERATION
Enhanced Bus Visibility
Added a dedicated mode selection screen after onboarding, giving equal prominence to both carpool and bus options. This addresses user feedback about bus feature discoverability by eliminating
the carpool-first navigation flow.
Enhanced Bus Visibility
Added a dedicated mode selection screen after onboarding, giving equal prominence to both carpool and bus options. This addresses user feedback about bus feature discoverability by eliminating
the carpool-first navigation flow.
CLEAR VERIFICATION PROGRESS
Added numbered step indicators (1, 2, 3) to replace the unmarked verification list format. This provides clear visual progression, helping users understand their current position in the three-step safety verification process.
CLEAR VERIFICATION PROGRESS
Added numbered step indicators (1, 2, 3) to replace the unmarked verification list format. This provides clear visual progression, helping users understand their current position in the three-step safety verification process.
Preventing Misclicks
Improved dropdown selectability by adding more spacing between gender options and implementing visual highlighting for selected choices. This reduces accidental selections
Preventing Misclicks
Improved dropdown selectability by adding more spacing between gender options and implementing visual highlighting for selected choices. This reduces accidental selections
KEY LEARNINGS
Working on Beeline showed how early validation helps prevent misaligned product decisions, especially when research challenges initial assumptions and expanding the solution to address connected transportation needs created greater long-term value for families. Most importantly, when children's safety was involved, simple single-action flows consistently delivered better results.
KEY LEARNINGS
Working on Beeline showed how early validation helps prevent misaligned product decisions, especially when research challenges initial assumptions and expanding the solution to address connected transportation needs created greater long-term value for families. Most importantly, when children's safety was involved, simple single-action flows consistently delivered better results.
WHAT I'D EXPLORE NEXT
WHAT I'D EXPLORE NEXT
Smart Matching & Recommendations
Introduce intelligent matching that suggests carpools or routes based on proximity, schedule overlap, past behavior, and trust signals to reduce decision effort for parents.
Real-time Alerts
Provide live notifications for delays, cancellations, or last-minute changes, along with quick fallback options to help parents adapt in time-sensitive situations.
Family Management
Enable parents to manage multiple children, schedules, and guardians within one account to better reflect real family dynamics.
Carbon Footprint Tracker
Dashboard tracks CO2 reduction from carpooling with milestones
achievements and community metrics.
