Light
There are lots of crimes happened in taxis, and most of the victims are women. This app is to decline the possibility of crimes and make women feel more secure.
UX Case Study
Duration:
Feb 2022 - May 2023
Product Overview
This women-only ride-sharing platform is designed to address the unique safety concerns faced by women when using ride-sharing services, particularly during night-time travel. The platform creates a secure, community-driven environment where only female drivers and passengers are allowed, ensuring a greater sense of trust and safety.
Solution
• Gender Identification & Female Driver Matching
Auto-verify gender, prioritize female driver matches, and offer night shift bonuses to increase driver availability.
• Smart Booking System with Dynamic Recommendations
Enable advance bookings with recommended times based on traffic and safety data to promote safer travel.
• Dynamic Pricing & Reward Programs
There are incentives for new female drivers, as well as incentives for women to obtain driving licenses. Each order includes a portion of the incentive project fund.
• Community Building & Women’s Safety Declaration
Create a community space for sharing tips and host a Safety Declaration for empowerment and respect.
Problem Statement/ Pain point
Women face potential safety risks when traveling alone at night, especially in remote or poorly policed areas. Many women worry about harassment, violence, or other harmful behavior, particularly when paired with an unfamiliar male driver, leading to heightened tension and anxiety throughout the journey. Existing ride-sharing platforms primarily offer trip monitoring and evidence-gathering features, which can aid in post-incident investigation but do not prevent incidents from occurring in real time. As a result, these platforms cannot provide an effective solution to proactively address women’s safety concerns during night-time travel. However, if we want to design a women-only platform, in this landscape we have a lots of problems:
1. Limited Availability of Female Drivers
With the platform exclusively featuring female drivers, the overall driver pool is limited. This scarcity leads to slower response times for ride requests, especially during peak hours, resulting in longer wait times for passengers.
2. High Pricing Due to Demand-Supply Imbalance
The limited number of female drivers creates a demand-supply imbalance, driving up the cost of night-time rides. This often makes the platform less affordable, especially during high-demand periods, and may discourage frequent use.
3. Lack of Unique Value Proposition
Beyond the emphasis on female safety, users may not find additional compelling reasons to consistently choose this platform over others. Without distinct, added-value features, passengers might perceive fewer incentives to prefer this service, especially given the higher costs and longer wait times.
Need for a Women-Centric Ride-Sharing Solution:
These issues underscore the need for a solution that can balance demand, manage pricing, and offer unique benefits to make the platform a preferred choice for women’s safe night travel.
Scenario
It’s a situation many women have faced while taking a ride at night. A woman orders an Uber, but when the car arrives, although the license plate matches, the car looks different. Panic sets in, and she immediately cancels the ride, moving to another location to order again. She feels shaken, relieved she avoided potential danger. Even though nothing harmful happened and the driver may have had no ill intent, the feelings of vigilance, panic, and insecurity are common for women in these situations.
Research
1. Safety Concerns at Night
Before tech, our ancestors were constantly on the look-out for predators that wanted nothing more than to chow down on human sandwiches. To make that even scarier, most of these predators hunted at night - a time of day when we are especially vulnerable to attack because of our relatively poor eyesight.
2. Societal Conditioning and Gender Inequality
Cultural norms often dictate that women should not travel alone at night, reinforcing the idea that they need male companionship to ensure their safety. This perpetuates gender inequality, placing the responsibility for safety on women while failing to address the systemic issue of gender-based violence.
3. Limitations of Current Ride-Sharing Platforms
Existing ride-sharing services, while convenient, do not fully address the unique safety concerns of women. The lack of gender-sensitive features, such as female drivers or comprehensive tracking systems, leaves women feeling unsafe or unsupported during nighttime travel.
4. Ineffectiveness of Self-Defense Tools
Cultural norms often dictate that women should not travel alone at night, reinforcing the idea that they need male companionship to ensure their safety. This perpetuates gender inequality, placing the responsibility for safety on women while failing to address the systemic issue of gender-based violence.
Need for a Women-Centric Ride-Sharing Solution:
Cultural norms often dictate that women should not travel alone at night, reinforcing the idea that they need male companionship to ensure their safety. This perpetuates gender inequality, placing the responsibility for safety on women while failing to address the systemic issue of gender-based violence.
Interviews
Country: China Residences: China only Gender: Female Live with: Parents Car: No Age: 24 Job: No for now
Country: US Residences: US Gender: Male Live with: None Car: Yes Age: 25 Job: Employee
Country: India Residences: India& US Gender: Female Live with: roommates Car: No Age: 25 Job: Student
Country: China Residences: China& US Gender: Female Live with: roommates Car: No Age: 24 Job: Student
Country: China Residences: China& US Gender: Male Live with: Roommates Car: No Age: 24 Job: Student
Country: India Residences: India& US Gender: Female Live with: roommates Car: No Age: 25 Job: Student
User Persona
LISA CLINTON
Age
40
Job
Hotel Manager
FAMILY
Single mom with two kids
Journey
Bus/ Train+ Walk Always carry lots of things Need to take care of kids all the time Focus on the road Walk fast Worry about kids in home
Transportation
User Bio
Lisa Clinton is a single mom with 2 kids, a 15 years old girl and a 5 years old boy. Lisa have taken care of two kids by herself 3 years ago. To save money, they rent a townhouse. She is too busy at working that no time to talk with neighbours, so they are not farmiliar with each other. She insists to send them to home by herself since she couldn’t trust the·m go home alone.
Quotes
Want to relax after a busy day What her children to grow up safely Want to give them a good life
User Goals
"All I want is my babies safe and sound."

"It’s really tough to feed two kids by myself, mentally and physically. "

“I’m not sure to protect  them when real danger come, but I’ll try my best”
Pain Poins
Can’t afford take taxi everyday

Have to concern lots of things along the way

Carry too many things to escape when dangerous
ALICE UNDERWOOD
Age
20
Job
College Student
FAMILY
Single
Journey
Want to find a company Try to walk in brighter roads Just take little cash Pay attention on news of crime around Walk fast Dress a lot at night
Transportation
User Bio
Alice is a college student. She moved to a new state and rented an apartment that is a 10-minute walk from the school. Her classes always end late, she feels insecure to go home at night. Because there’re few lights on the road and the roads are not flat. Every time she sees the news of sex crimes feels angry and worried about women’s situation in society. Sometimes she wishes she can be strong to beat those criminals. She pays attention to feminism and hopes to change the status.
User Goals
Get home safely Get rid of the insecurity Hope the society be more friendly to women
Quote
"If it is too late, I’ll take a taxi."

"My life is the most important thing if I really meet a robber. "

“That is sad that women always suffer from insecurity at night.”

“I always dress a lot when coming home at night to prevent from sex crime.”
Pain Poins
Can’t afford take taxi everyday

Have to concern lots of things along the way

Carry too many things to escape when dangerous
Low-fidelity
Launch Page& Sign Up& Choose Destination
Smart Recommend Route: Based on the starting point, destination, current traffic conditions, and safety data, this feature intelligently suggests routes, offering over four different options. This ensures that users can choose a route that best suits their safety needs and budget.
Driver info: Include three verified selfies and status as a full-time or part-time driver. These details enhance trust and provide both passengers and drivers with a sense of security.
Passengers only need to upload a simple avatar (no real photo required) and can specify seat preferences and whether they are traveling with children.
High-fidelity