Moovn UX case study

Moovn is a scrappy, Seattle-founded rideshare and fintech platform. While operating in North America, its most significant impact has been throughout East Africa, where competitors like Uber required credit cards, leaving drivers in underbanked markets floating payments for days or weeks. Moovn built around how Africa actually transacts. As Chief Experience Officer, I owned all design, UX, brand, and experience decisions, directing a small design team through implementation.

Deliverables

Creative Direction

UX Architecture

UX , UI & IA

Feature Design

Print Design

Pitch Decks

Prototypes

Tools

Figma

PowerPoint

Photoshop

Illustrator

Industry

E-Commerce

Marketing

Cash rules
everything
around me

Cash Payments:

In Africa, Moovn facilitates diverse payment options including credit, debit, mobile money, and cash. I led the research and mapping of cash-based transactions, prioritizing the safety of both drivers and passengers.

Driver: Cash payment flow

Mobile Payments & Moovn Wallet

Following Moovn's Vodacom partnership, I designed the wallet infrastructure starting with M-Pesa, extending to Airtel Money, with Tigo underway at the end of my engagement. The wallet was built for expansion beyond rideshare, with payment options spanning mobile money, banking, and healthcare. Building on that foundation, Moovn grew to 80% currency coverage across the continent. Vodacom's leadership later recognized the M-Pesa integration as among the best designed and implemented they had seen.

Passenger: Adding M-Pesa to Mobile Wallet

Passenger: Managing Payments

Passenger Booking Flows/Wires:

Advance ride scheduling was a deliberate differentiator targeting a gap Uber hadn't addressed. The challenge was making a new behavior feel immediately intuitive for users switching between multiple rideshare apps. I built clickable prototypes and tested with Moovn drivers and their families, coaching the team on non-leading interview techniques to keep feedback honest. The feature shipped, held its prominence through subsequent UI updates, and remains active today.

Passenger: Hailing a Ride

Updating the Brand:

As Moovn grew from scrappy startup to a platform securing enterprise partnerships, the brand needed to grow with it. I directed the full refresh of Moovn's visual identity, design system, and product language, covering color, typography, and UI standards across both passenger and driver surfaces, and East Africa-specific illustration work. US marketing included Seattle neighborhood-specific campaigns designed with deliberate inclusivity, addressing directly the communities we wanted both drivers and passengers to feel welcomed by.

Color Palette

Corporate Typeface

Various Passenger & Driver screens

US Digital Marketing Collateral

East Africa illustrations

What This Built

Moovn required designing without a playbook. No comparable market, no borrowed assumptions, just research, instinct, and genuine curiosity about how people actually live and transact. The infrastructure built here outlasted my engagement. That's the work I'm most proud of.