On-demand Shuttle service by Julio Ferracini - UX Design


  • Client Wunder Mobility
  • Year 2019
  • Role Product Designer UX / UI

A Design Challenge for a ride-sharing Market combining UX tools.

Traditional on-demand bus services for rural areas were implemented for years. Customers called the reservation center and buses arrived 1 hour later to pick them up.

No online or mobile booking was available. Moreover, there was a lot of manual effort required to dispatch the ride request to the driver and vehicle.

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Imagine a flexible and decentralized shuttle service without any centrally controlled dispatching or management. The service is only operated by shuttle drivers themselves.

There is an app for customers to request rides and another app for drivers to accept these requests and find the fastest way towards the customer.


What would the perfect driver application look like?

As a driver…

I want to know where my possible customers are, when and where they want to go.

What is key for a driver to conveniently transport passengers?

Find a smart solution which does not distract the driver

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Discovery points

I decided to share some points in my research.

It is important to note that this is not academic or scientific research. I structured my collection just in order to gain meaningful insights. As it is a new technology, many factors could send a solution. My focus was on the method’s tool and not on the method’s effectiveness.

The tour-sharing market is dominated by global players and comprises several regional players. Some of the main players in the travel sharing market are Uber (USA), Lyft (USA), DiDi (China), Grab (Singapore), Gett (Israel), Ola (India), BlaBlaCar (France), Lime (USA) . and Herts (USA).

Ride Sharing Market (in general lines):

The travel sharing market is expected to grow at a CAGR of 19.87% between 2018 and 2025, reaching a market size of $218.0 billion by 2025, from $61.3 billion in 2018.

The main factors of this market include the growing need for personal mobility after the increase in urbanization and the drop in car ownership.

by: Market and Markets dot com


Increasing Smartphone and Internet penetration

Increase in cost of vehicle ownership

Reduction car owner shop among millennials

Rising fuel prices


Resistance from traditional transport services

Complex transport policies of different countries


Increasing user base among millennials and potential generation

Development of autonomous vehicles to ride hailing

Public-private partnerships

Micro Mobility


Profitability and sustain ability model

First mile las mile

by: Market and Markets – Ride Sharing Market

I found some direct and indirect competitors. I focused my research on understanding the added features, value proposition, and usability to understand the operation of the business and think of something different.



Avanti Prototype

Work on Hypothesis

I tried abstracting from the data to quickly focus on a solution.

Combining the problem statement, analyses, and insights, I chose three keys to work, from trends:

  1. Users want to plan their routes
  2. Drivers do not want to spend too much time on the empty van
  3. The market competitors are investing more in the carpool solution

Map of Empathy

I focused the initial effort on the user through the methods of Personas Development and Empathy Mapping as the first step of my introspective sprint.
After secondary research using internet tools, I was able to structure an initial understanding of the user and pain points to work with. There is some similarity with this type of user in Brazil, although there is no specific app for this purpose.

Story Mapping
Story Mapping


To have a starting point I made a construction based on the main archetype. Within the research, I’ve even used feedback left in similar competitors.

On my blackboard I tried to visually expose a map of empathy, always leaving open the possibilities and ideas that can be used. I used this method to make better use of the time when I understood my user.

Story Map to help me make decisions

Unique and introspective decisions to jump to the next stage are based on the Story Map, created from an empathy diagram. I skipped the affinity diagram because, at this point, I didn’t have time to think too much. I dedicated part of my time to designing some prototypes in hi-fidelity.

Story Mapping
Story Mapping

Product Concept

Avanti Shuttle Service
Avanti Concept
Avanti Concept
Avanti Concept
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