the routing company
Pingo Rider
The product that helped secure $15M in funding, even during the COVID era.
Year started
2020
type
solo work
Category
mobile app
mvp timeline
3 months
BACKGROUND
In 2020, as the COVID-19 pandemic disrupted public transportation systems globally, The Routing Company (TRC) identified a critical need for flexible, safe, and cost-effective transit solutions. The existing public transport infrastructure was under strain, and many riders sought alternatives that minimized exposure and adhered to social distancing guidelines. TRC's response was the development of Pingo, an on-demand microtransit service designed to complement traditional public transportation.
MY ROLE
I owned the end-to-end design process, from research and concepting to prototyping and developer handoff. It is a still on going project with many phases.
impact
Helped TRC secure $15M in Series A funding amid the pandemic.
Improved adoption and satisfaction rates among riders seeking an alternative to crowded public transport.
Enabled a seamless, safe, and accessible transit experience through user-centered design and research.
1. Integration with Public Transit Maps
A unique aspect of Pingo was its integration with government public transportation maps. This allowed Pingo to serve as an alternative to traditional public transport stations, particularly in areas where minivans were the primary mode of transit. Designing an interface that seamlessly incorporated these maps while ensuring clarity and ease of use was a significant challenge.
2. Ensuring Safety During the Pandemic
With heightened concerns about health and safety, the design needed to instill trust. Features like real-time vehicle tracking, contactless payment options, and clear communication about sanitation practices were prioritized to reassure users.
3. Accessibility and Inclusivity
Ensuring the app was accessible to all users, including those with disabilities, was paramount. This involved adhering to WCAG guidelines, providing multiple language options, and ensuring compatibility with assistive technologies.
As the sole product designer, I was responsible for taking the product from 0 to 1, leading the design and shaping the overall user experience.
1) design system
Developed a scalable design system for Pingo to ensure consistent UI across the mobile app.
Defined typography, color palettes, components, and reusable UI patterns.
Enabled the development team to implement designs quickly without compromising consistency.
2) landing page & authentication flow
Designed the mobile landing page to clearly communicate Pingo’s value proposition.
Crafted login and registration flows that minimized friction while capturing essential user information.
Optimized for first-time riders, ensuring the onboarding process was intuitive and welcoming.
3) Ride booking flow
I explored multiple data visualization approaches, balancing clarity, accessibility, and performance to help users quickly understand complex data. I then designed different modular, widget-based system that prioritizes the metrics most relevant to test different layouts.
I also added thoughtful interaction details, including empty states to guide users when no data is available and dynamic tooltips that surface contextual information when hovering over metrics, enabling deeper insights without cluttering the interface.
Transit Connect, one of PINGO’s first features, helped users find the precise station and gate for their drop-off, simplifying navigation in complex transit hubs.
4) User Feedback & Iteration
Conducted user research, surveys, and remote usability testing to gather feedback.
Iterated on flows based on data and insights, improving usability, satisfaction, and adoption.
Prioritized features like contactless payments, real-time vehicle tracking, and safety notifications to build trust during COVID.
Designing Pingo as the sole product designer was a transformative experience. From building the design system to creating the core ride booking experience, I delivered an end-to-end product that was both innovative and user-focused, contributing directly to TRC’s growth and funding success.
The Routing Company's Pingo app has moved over 200,000 people and has been launched in twelve communities across three continents. The Pingo platform, including the Ride Pingo app, Drive Pingo app, and Pingo Dashboard, has powered nearly two million trips.
