MoovMo – Mobile App

While at Airship, I was the Lead Product Designer and only design individual contributor at that time for the company. We would do a solution and (when needed) problem validation intense 3 week session for each project that included deep stakeholder interviews, user interviews and usability testing (as needed), market research, solution discovery and visual design.

Current ride share services struggled at the time of this project to offer solutions to riders with physical needs that required special equipment such as wheelchairs. The vehicles were often too small or didn’t include necessary functions like access ramps which made the services frequently unusable for our target users.

The Problem

How might we design a method of connecting riders which need vehicles that can accommodate wheelchairs with owners and drivers of these vehicles so that these users can have greater mobile autonomy in their day to day lives?

The User

For MVP, we determined that there were two primary users here: the owner/driver of the vehicle and the rider. Owners had the vehicles which met these special need circumstances and were willing to provide access to them as well as drive the riders. Riders were individuals who needed these types of vehicles for trips to the doctor, grocery store or general errands. They often needed not only access ramps and space for equipment, but extra seating for an additional passenger to accompany them.

We discovered additional users to consider were owners of the vehicles who wanted to offer them, but not drive; drivers who were willing to offer their time but didn’t have the vehicles; riders who simply needed more space for things like sporting events where a lot of equipment needed transporting or groups of people.


I led the problem and solution discovery which included collaborating with the client, PM, lead developer and sales rep. During this session, I quickly sketched out simple wireframes outlining a potential flow.

I determined that there were two primary paths users would initially take of defining if they were riders or drivers.

For MVC, we made decisions in agreement with the client that they would manually manage certain aspects of the product initially to keep scope as small as possible. This including the review and approval process of drivers and their vehicles.

Snapshot of wireframes – view full wires here

Final Result

The client already had some branding including a logo defined so the design was built off of that foundation. I wanted the design to feel light, easy to navigate and appealing to as broad of an audience as possible. Colors and typography were selected to build from and compliment the existing branding patterns already defined by the client.

View full high fidelity designs here