1
Project Overview
Project
Project type
Role
Tools
Siteppå
2025
Case Study
UX Research
Product Design
UI Design
Brand
Strategy
Design System
Prototyping
Figma
Photoshop
Notion
Whimsical
Redefining shared travel in
Norway with smart pooling
The problem – Urban centers in Norway
face rising traffic congestion and increasing emissions. Public
transport isn’t always reliable in suburban regions, and solo
car usage remains high, making commuting inefficient, costly,
and unsustainable. Traditional ridesharing platforms lack trust
and often feel transactional.
The goal – To design a people-first carpooling platform that balances
trust, convenience, and sustainability. Siteppå empowers users
to offer or join rides with transparency and
flexibility, bringing together verified travelers for shared,
eco-friendly commuting. Our mission: build a smarter, greener,
and more social future for everyday travel.
Deeper ride logic on desktop view.
Hop in! For complete UX flow, feature breakdowns & full visuals,
visit akhilgupta.design from your desktop browser =)
2
Quick links
3
Empathize
If travel must be shared, how do we build trust between strangers?
In this section
Research plan
& script
Interview
takeaways
User
persona
Key
objectives
Research plan
& interview script
Research approach
To understand how Norwegians currently commute, share rides, and
make trust-based decisions, I conducted 1:1 interviews to explore
behaviors, hesitations, and expectations around shared travel.
These conversations revealed emotional and practical factors
shaping carpooling adoption.
Methodology
1:1 interviews with 4–6 users via in-person chats and Google Meet.
Sessions were transcribed and analyzed for patterns using Otter.ai
and Notion.
Objectives
Discover current mobility routines, identify trust barriers with
shared rides, and explore what builds confidence, safety, and
convenience in peer-to-peer carpooling.
User behavior & motivations
- How do you usually commute to work, school, or the city center?
- Have you ever tried carpooling before? If yes, what was your experience like?
- What would make you feel safe and comfortable riding with someone you don’t know?
- What frustrates you most about your current daily commute?
- Would you consider offering a ride to others? Why or why not?
- How important are sustainability or cost savings in your transport choices?
- How do you usually choose between driving, public transit, biking, or walking?
- What would motivate you to try a carpooling app for the first time?
- What factors build trust when using a peer-to-peer mobility service?
- What do you wish existed to make commuting smoother or more social?
Current tools & future ideas
- What transport apps do you currently use (e.g., Ruter, Vy, Google Maps)?
- Do you trust apps for real-time travel planning and coordination?
- Have you tried any apps for ride-sharing or community-based mobility?
- What features would make a carpooling app feel reliable and useful?
- Would verified profiles or mutual reviews help you trust a driver or rider?
- How much control do you want over who joins your ride (gender, route, time)?
- What would help reduce the awkwardness of sharing a ride with someone new?
- Can you imagine a feature that would make ride offers feel more natural or social?
- Would you use a feature that automatically matches routes and timing with nearby users?
- How open are you to AI-based ride suggestions or smart routing?
- What’s missing in existing transit or rideshare solutions you’ve tried?
Interview
takeaways
Lack of trust
Most users expressed concern about sharing rides with strangers. Without verified profiles or social proof, trust becomes a major barrier, no matter how convenient the app is.
Wary
Skeptical
Coordination fatigue
Arranging pick-up times, matching routes, and syncing schedules felt too tedious. Users wanted smarter suggestions that reduce manual planning and avoid unnecessary back-and-forth.
Tired
Frustrated
Social discomfort
Users felt awkward about initiating conversation with carpool partners. Many worried about silence, etiquette, or feeling judged during shared rides, even when they liked the idea in principle.
Uncertain
Reserved
User
persona
Emma Solberg
AGE
LOCATION
STATUS
OCCUPATION
EDUCATION
INTERESTS
INCOME
TECH USAGE
Background
Emma is a sustainability-minded commuter who drives daily to Oslo city center. She’s open to carpooling to cut costs and emissions but feels current platforms don’t address trust, timing, or ease of use well enough.
Apps & platforms
Google Maps
Ruter
Too Good To Go
Airbnb
Siteppå
"I’m fine sharing a ride, if I know the person is reliable and has a decent background."
"If it saves me time and parking stress, I’ll take the carpool. But it needs to be easy and flexible."
Goals & Aspirations
- Reduce solo car use to lower her carbon footprint and save on fuel and tolls.
- Find a carpooling solution that’s trustworthy, local, and fits into her daily routine.
- Help build a more connected, eco-conscious commuting culture in Oslo.
Challenges & Pain Points
- Fear of unreliable drivers or unclear pick-up plans causing delays.
- Existing apps are too generic or lack real-time flexibility and safety features.
- Concerns around safety and comfort when riding with unfamiliar people.
Behavioral Patterns & Insights
- Prefers morning routines to be efficient and avoids app-hopping while commuting.
- Engages with services that offer eco-friendly or community-driven incentives.
- More likely to commit to carpools with built-in verification or peer ratings.
Financial Preferences
Seeks fast and secure digital payment options, specially local services like Vipps, with low friction and no surprise fees.
Key
objectives
Build instant trust
How might we help commuters feel safe and confident when sharing rides with strangers, by making verification, transparency, and feedback core to the experience?
Simplify coordination
How might we reduce the mental load of syncing routes and schedules, by making carpooling as effortless as choosing a train or bus, but more personalized?
Encourage local culture
How might we promote everyday mobility in a way that feels uniquely Norwegian, social, eco-conscious, and rooted in community-driven convenience?
4
Ideate
"What if daily commutes could feel less like a routine, and more like a shared journey?"
In this section
Project space
definition
Features
categorization
MVP
roadmap
Project
Space Definition
Introduction
To design and prioritize features for Siteppa, a detailed study of
its use cases, user goals, and app screens was conducted. The aim
was to define a system that supports safe, community-driven, and
efficient carpooling.
What is Siteppa?
Siteppa is a mobile-based carpooling platform that enables users
to share and join intercity or local rides. Users can post trips,
manage vehicles, browse rides, and connect with co-travelers based
on trust and convenience.
Core Philosophy
Siteppa is driven by three core pillars: Affordable and
Sustainable Travel, Verified & Trusted Drivers, and Seamless Ride
Planning via a user-first interface.
Trip Types on Siteppa
1. Intercity Carpooling
Long distance
shared rides between cities
2. Daily Commutes
Work-based or routine
commutes
3. Weekend Travel
Group leisure travel and
scenic trips
4. Event Carpools
Shared travel to
concerts, matches, weddings
5. Airport Transfers
Ride-sharing to/from
airports
6. Group Rides
Multi-passenger booking for
friends or family
Key Siteppa Features
1. Trip Posting
Create rides with price,
time, and seat availability
2. Ride Discovery
Passengers browse
available trips nearby
3. Driving License Verification
Secure
onboarding for drivers via license scan
4. Vehicle Management
Store and manage
multiple vehicles
5. Driver Ratings & Reviews
Trust system
based on user feedback
6. Trip History
Track past rides and
shared trips
7. In-App Chat
Communicate before and
during rides
Features
Categorization
2 Step Method
The app’s functionality was structured using a dual-phase process:
First, categorizing features by their role in Siteppa’s mission;
Second, using MoSCoW prioritization to define MVP vs. future
scope.
1
Cross Categorization Approach
Features were grouped by core pillars: Simplified Trip Sharing, Trusted User System, and Effortless Vehicle & Ride Planning. Color codes highlight which objective each feature supports primarily.
Trip Planning
Post Trip
Choose Vehicle
Set Destination
Price Per Seat
Available Seats
Ride Time
Default Location
User Trust System
Driving License Scan
Trip History
Driver Reviews
Profile Settings
Block/Report
Vehicle & Profile
Add Vehicle
Vehicle Brand
Color
Number of Seats
Vehicle Display Name
Community & Support
In-App Chat
User Feedback
Help Center
Profile Preferences
Relation to Key Objectives
Simplify Ride Sharing
Build Rider Trust
Ensure Safety & Control
2
MoSCoW Prioritization
The following list defines MVP and future scope using MoSCoW prioritization:
- Must-have – Critical features to ensure the platform functions
- Should-have – Important but can wait till post-launch
- Could-have – Enhancements for future growth
- Won’t-have – Features excluded from near-term roadmap
Must have
- Trip Creation & Posting
- Ride Discovery for Passengers
- Driving License Verification
- Vehicle Management (Add/Edit Vehicles)
- Driver & Passenger Profiles
- Seat Availability & Price Control
- Location & Time Selection for Trips
- In-app Communication (Chat)
Should have
- User Ratings & Reviews
- Trip History Tracking
- Saved Default Locations
- Multi-Vehicle Management
- Block or Report Functionality
- Profile Preferences & Customization
- Emergency Contact Integration
- Passenger Request Notifications
Could have
- Ride Suggestions Based on History
- Driver Badges & Achievements
- Eco-Trip Rating (Carbon Score)
- Group Ride Planning
- Trip Reminders & Alerts
- Integration with Calendar
- Location Sharing During Trip
- Daily Commute Templates
Won't have
- Crypto Payments
- AI Matchmaking for Friends
- Subscription Tiers
- Virtual Reality Ride Previews
- Cross-border Travel Support
- Live Video Calling
- Professional Driver Booking
- Luxury Vehicle Marketplace
MVP
Roadmap
3
Prototype
Shaping journeys
with seamless rides
In this section
Ride flow
& wireframes
User
testing
feedback
Siteppa
design system
Final
prototype
Ride Flow
& Wireframes
Why focus on ride flow?
I focused on mapping
the journey for a new user posting their first ride on Siteppa.
The aim was to craft intuitive wireframes that made ride creation
and onboarding feel effortless, especially for users new to
carpooling platforms.
Ride Creation Flow | Preview
Final Affinity Map
User Testing
Insights
Research Approach
Observed users posting
their first ride and joining an existing carpool. Participants
shared thoughts and emotions as they navigated each screen.
Methodology
1:1 moderated sessions | 5
participants | Task walkthroughs
Figma ride flow prototype
| Notes via Otter.ai
Objectives
• Identify blockers in ride creation
• Improve
clarity for new users
• Gauge emotional comfort with trip
matching
• Measure success rate and completion time
Ride Setup
Friction
Finding. Users faced confusion during
multi-step ride creation, especially when entering time and
location manually.
Solution.
Simplified it to 3 steps using smart suggestions for popular
pickup points and estimated timing based on calendar slots.
Match
Uncertainty
Finding. Riders felt unsure after sending join
requests, with no feedback loop on timing or driver intent.
Solution.
Introduced live status updates, visual "seen" indicators, and
24h auto-reminder nudges to drivers.
Privacy &
Safety
Finding. Users were reluctant to share exact
pickup points before trust was built.
Solution.
Added phased location reveal, neighborhood first, followed by
full address post-confirmation.
Siteppa
Design System
Why "Siteppa"?
The name “Siteppa” blends
“Sammen” (together) and “trippa” (trip), reflecting our
mission to make local travel more connected and efficient. It
embodies the spirit of community rides and seamless
coordination.
Warm & Trustworthy Palette
Our colors
were chosen to balance energy and safety. The blend of soft
blues and vibrant orange builds trust and encourages friendly,
real-world interactions.
Friendly Illustrations
Illustrations
focus on roads, vehicles, and people, echoing Norway’s natural
landscape. These guide users through the app with optimism and
clarity, creating a welcoming ride-sharing experience.
Logo Design
Colors
Typography
Siteppa UI Previews
