Overview
How it started
During my freshman year, figuring out how to get home to San Jose from Davis proved to be a task when my main transportation method was my bike.
Using the Amtrak set me back $34 for a 3 hour one-way trip, but I soon came across the UC Davis Facebook Rideshare group, where rides to the Bay Area averaged $15 per seat for half the travel time.
Since then, most of my experiences with FB rideshare had been relatively smooth (aside from one driver who overcharged me). Some rides were chatty, others more laid-back—both of which I didn’t mind.
What I did mind, though, was the tedious process of manually searching through posts to find a ride that matched my time, date, and location. Planning ahead was also tough, as many drivers only posted their rides a couple of days—or sometimes even the day before—they were set to leave.
Overview
How it started
During my freshman year, figuring out how to get home to San Jose from Davis proved to be a task when my main transportation method was my bike.
Using the Amtrak set me back $34 for a 3 hour one-way trip, but I soon came across the UC Davis Facebook Rideshare group, where rides to the Bay Area averaged $15 per seat for half the travel time.
Since then, most of my experiences with FB rideshare had been relatively smooth (aside from one driver who overcharged me). Some rides were chatty, others more laid-back—both of which I didn’t mind.
What I did mind, though, was the tedious process of manually searching through posts to find a ride that matched my time, date, and location. Planning ahead was also tough, as many drivers only posted their rides a couple of days—or sometimes even the day before—they were set to leave.
Overview
How it started
During my freshman year, figuring out how to get home to San Jose from Davis proved to be a task when my main transportation method was my bike.
Using the Amtrak set me back $34 for a 3 hour one-way trip, but I soon came across the UC Davis Facebook Rideshare group, where rides to the Bay Area averaged $15 per seat for half the travel time.
Since then, most of my experiences with FB rideshare had been relatively smooth (aside from one driver who overcharged me). Some rides were chatty, others more laid-back—both of which I didn’t mind.
What I did mind, though, was the tedious process of manually searching through posts to find a ride that matched my time, date, and location. Planning ahead was also tough, as many drivers only posted their rides a couple of days—or sometimes even the day before—they were set to leave.
Overview
How it started
During my freshman year, figuring out how to get home to San Jose from Davis proved to be a task when my main transportation method was my bike.
Using the Amtrak set me back $34 for a 3 hour one-way trip, but I soon came across the UC Davis Facebook Rideshare group, where rides to the Bay Area averaged $15 per seat for half the travel time.
Since then, most of my experiences with FB rideshare had been relatively smooth (aside from one driver who overcharged me). Some rides were chatty, others more laid-back—both of which I didn’t mind.
What I did mind, though, was the tedious process of manually searching through posts to find a ride that matched my time, date, and location. Planning ahead was also tough, as many drivers only posted their rides a couple of days—or sometimes even the day before—they were set to leave.
A year later, I launched a product for UC Davis students to effectively coordinate carpools for long distance ridesharing, helping both drivers and riders save on travel costs.
Results
As of August, 2025
Results
As of August, 2025
Results
As of August, 2025
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0+
users
# of accounts created
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users
# of accounts created
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0+
users
# of accounts created
0+
0+
rides posted
aggregate # of rides posted
0+
0+
rides posted
aggregate # of rides posted
0+
0+
rides posted
aggregate # of rides posted
0%
0%
ride success rate
% of rides with ≥1 passenger
0%
0%
ride success rate
% of rides with ≥1 passenger
0%
0%
ride success rate
% of rides with ≥1 passenger
$0
$0
in transactions
off platform
$0
$0
in transactions
off platform
$0
$0
in transactions
off platform
Research
Before Diving into Design + Development…
I wanted confirm if other students were experiencing pain points with the existing solution (FB group) and whether there was a general widespread demand for more affordable and efficient travel among UC Davis students.
Validating widespread demand was key since this product functioned as a marketplace platform that relies on two parties to be successful: drivers & riders.
Research
Before Diving into Design + Development…
I wanted confirm if other students were experiencing pain points with the existing solution (FB group) and whether there was a general widespread demand for more affordable and efficient travel among UC Davis students.
Validating widespread demand was key since this product functioned as a marketplace platform that relies on two parties to be successful: drivers & riders.
Research
Before Diving into Design + Development…
I wanted confirm if other students were experiencing pain points with the existing solution (FB group) and whether there was a general widespread demand for more affordable and efficient travel among UC Davis students.
Validating widespread demand was key since this product functioned as a marketplace platform that relies on two parties to be successful: drivers & riders.
Research
Before Diving into Design + Development…
I wanted confirm if other students were experiencing pain points with the existing solution (FB group) and whether there was a general widespread demand for more affordable and efficient travel among UC Davis students.
Validating widespread demand was key since this product functioned as a marketplace platform that relies on two parties to be successful: drivers & riders.
Competitive Analysis
How will Moober Compete?
I explored existing transportation options, including popular rideshare services, public transit, and other carpooling platforms noted by students in the survey responses.
By examining their strengths and weaknesses, I identified opportunities for improvement and differentiation.
Competitive Analysis
How will Moober Compete?
I explored existing transportation options, including popular rideshare services, public transit, and other carpooling platforms noted by students in the survey responses.
By examining their strengths and weaknesses, I identified opportunities for improvement and differentiation.
Competitive Analysis
How will Moober Compete?
I explored existing transportation options, including popular rideshare services, public transit, and other carpooling platforms noted by students in the survey responses.
By examining their strengths and weaknesses, I identified opportunities for improvement and differentiation.
Competitive Analysis
How will Moober Compete?
I explored existing transportation options, including popular rideshare services, public transit, and other carpooling platforms noted by students in the survey responses.
By examining their strengths and weaknesses, I identified opportunities for improvement and differentiation.
MVP Testing
Defining our Value Proposition with an MVP
During the weekend before spring break, my team and I created a shareable Google spreadsheet for students to arrange rides.
It included two separate pages: one for arranging carpools and another for finding someone to split an Uber with to the airport. We shared the spreadsheet to student organizations, promoted it directly to students on campus, and posted it across various social media platforms and forums.
MVP Testing
Defining our Value Proposition with an MVP
During the weekend before spring break, my team and I created a shareable Google spreadsheet for students to arrange rides.
It included two separate pages: one for arranging carpools and another for finding someone to split an Uber with to the airport. We shared the spreadsheet to student organizations, promoted it directly to students on campus, and posted it across various social media platforms and forums.
MVP Testing
Defining our Value Proposition with an MVP
During the weekend before spring break, my team and I created a shareable Google spreadsheet for students to arrange rides.
It included two separate pages: one for arranging carpools and another for finding someone to split an Uber with to the airport. We shared the spreadsheet to student organizations, promoted it directly to students on campus, and posted it across various social media platforms and forums.
Takeaways
Here's what I discovered through observing user interactions and interviewing drivers and riders who used the MVP:
Contact Sharing
Students were comfortable sharing social media handles and phone numbers, so we decided to not build in-platform messaging for the initial launch to prioritize other features
Contact Sharing
Students were comfortable sharing social media handles and phone numbers, so we decided to not build in-platform messaging for the initial launch to prioritize other features
Contact Sharing
Students were comfortable sharing social media handles and phone numbers, so we decided to not build in-platform messaging for the initial launch to prioritize other features
Driver-first Strategy
We added ride requests for students without matches and prioritized acquiring drivers to strengthen retention and guide our marketing strategy.
Driver-first Strategy
We added ride requests for students without matches and prioritized acquiring drivers to strengthen retention and guide our marketing strategy.
Driver-first Strategy
We added ride requests for students without matches and prioritized acquiring drivers to strengthen retention and guide our marketing strategy.
Booking Behavior
Students confirmed rides without prior coordination, leading us to adjust the booking feature (see Mid-fidelity section).
Booking Behavior
Students confirmed rides without prior coordination, leading us to adjust the booking feature (see Mid-fidelity section).
Booking Behavior
Students confirmed rides without prior coordination, leading us to adjust the booking feature (see Mid-fidelity section).
Ride Compatibility & User Retention
Many students browsed the ride spreadsheet but didn’t post or join, highlighting how compatibility and availability are key to user acquisition.
Ride Compatibility & User Retention
Many students browsed the ride spreadsheet but didn’t post or join, highlighting how compatibility and availability are key to user acquisition.
Ride Compatibility & User Retention
Many students browsed the ride spreadsheet but didn’t post or join, highlighting how compatibility and availability are key to user acquisition.
Pre-Handoff Revisions
Trip Preview Informational Hierarchy
Given that our user base is exclusively college students and that safety was identified as a major concern in our research, I decided to add the driver's name and profile to the ride preview card to increase transparency. Additionally, I also made several other UI changes for a more intuitive layout.
Pre-Handoff Revisions
Trip Preview Informational Hierarchy
Given that our user base is exclusively college students and that safety was identified as a major concern in our research, I decided to add the driver's name and profile to the ride preview card to increase transparency. Additionally, I also made several other UI changes for a more intuitive layout.
Pre-Handoff Revisions
Trip Preview Informational Hierarchy
Given that our user base is exclusively college students and that safety was identified as a major concern in our research, I decided to add the driver's name and profile to the ride preview card to increase transparency. Additionally, I also made several other UI changes for a more intuitive layout.
Pre-Handoff Revisions
Trip Preview Informational Hierarchy
Given that our user base is exclusively college students and that safety was identified as a major concern in our research, I decided to add the driver's name and profile to the ride preview card to increase transparency. Additionally, I also made several other UI changes for a more intuitive layout.
Booking System
Since communication delays frustrated Facebook Rideshare users, and our MVP testers valued instant booking, I replaced the ride request system with a seat reservation system.
Booking System
Since communication delays frustrated Facebook Rideshare users, and our MVP testers valued instant booking, I replaced the ride request system with a seat reservation system.
Booking System
Since communication delays frustrated Facebook Rideshare users, and our MVP testers valued instant booking, I replaced the ride request system with a seat reservation system.
Booking System
Since communication delays frustrated Facebook Rideshare users, and our MVP testers valued instant booking, I replaced the ride request system with a seat reservation system.
Final Solution
Design System
I designed Moober’s system with a simple greyscale palette and purple accent to create consistency and trust. To make it feel more student-friendly, I opted for a handwritten font for the branding style and cow-car logo—giving the platform a cohesive look that built user confidence and kept our team aligned on the final website.
Final Solution
Design System
I designed Moober’s system with a simple greyscale palette and purple accent to create consistency and trust. To make it feel more student-friendly, I opted for a handwritten font for the branding style and cow-car logo—giving the platform a cohesive look that built user confidence and kept our team aligned on the final website.
Final Solution
Design System
I designed Moober’s system with a simple greyscale palette and purple accent to create consistency and trust. To make it feel more student-friendly, I opted for a handwritten font for the branding style and cow-car logo—giving the platform a cohesive look that built user confidence and kept our team aligned on the final website.
Final Solution
Design System
I designed Moober’s system with a simple greyscale palette and purple accent to create consistency and trust. To make it feel more student-friendly, I opted for a handwritten font for the branding style and cow-car logo—giving the platform a cohesive look that built user confidence and kept our team aligned on the final website.
Student Authentication
To access ride details and profiles, users must log in with their @ucdavis.edu email.
This requirement ensures that our platform remains exclusive to UC Davis students, adding an additional layer of security.
Student Authentication
To access ride details and profiles, users must log in with their @ucdavis.edu email.
This requirement ensures that our platform remains exclusive to UC Davis students, adding an additional layer of security.
Student Authentication
To access ride details and profiles, users must log in with their @ucdavis.edu email.
This requirement ensures that our platform remains exclusive to UC Davis students, adding an additional layer of security.
Student Authentication
To access ride details and profiles, users must log in with their @ucdavis.edu email.
This requirement ensures that our platform remains exclusive to UC Davis students, adding an additional layer of security.
Homepage
Our platform lets users toggle between carpools and Uber splitting feeds, search rides by location and date, and use a "To/From" toggle with Davis as the required location.
Users can also post their own rides from this screen.
Homepage
Our platform lets users toggle between carpools and Uber splitting feeds, search rides by location and date, and use a "To/From" toggle with Davis as the required location.
Users can also post their own rides from this screen.
Homepage
Our platform lets users toggle between carpools and Uber splitting feeds, search rides by location and date, and use a "To/From" toggle with Davis as the required location.
Users can also post their own rides from this screen.
Homepage
Our platform lets users toggle between carpools and Uber splitting feeds, search rides by location and date, and use a "To/From" toggle with Davis as the required location.
Users can also post their own rides from this screen.
Trip Details
This screen displays pricing, date, destination, pickup and dropoff locations, and trunk space availability. It also provides driver contact information and additional notes they may have.
Users can view other passengers in the ride and reserve a seat from this page.
Trip Details
This screen displays pricing, date, destination, pickup and dropoff locations, and trunk space availability. It also provides driver contact information and additional notes they may have.
Users can view other passengers in the ride and reserve a seat from this page.
Trip Details
This screen displays pricing, date, destination, pickup and dropoff locations, and trunk space availability. It also provides driver contact information and additional notes they may have.
Users can view other passengers in the ride and reserve a seat from this page.
Trip Details
This screen displays pricing, date, destination, pickup and dropoff locations, and trunk space availability. It also provides driver contact information and additional notes they may have.
Users can view other passengers in the ride and reserve a seat from this page.
Creating a Ride
Users can create a carpool or Uber split post by filling out the required fields.
A confirmation screen then prompts drivers or coordinators to check for messages from riders.
Creating a Ride
Users can create a carpool or Uber split post by filling out the required fields.
A confirmation screen then prompts drivers or coordinators to check for messages from riders.
Creating a Ride
Users can create a carpool or Uber split post by filling out the required fields.
A confirmation screen then prompts drivers or coordinators to check for messages from riders.
Creating a Ride
Users can create a carpool or Uber split post by filling out the required fields.
A confirmation screen then prompts drivers or coordinators to check for messages from riders.
User Profiles
Profiles show first name, last initial, pronouns, and optionally, year and major. The ride history section helps establish platform credibility by showcasing user engagement.
User Profiles
Profiles show first name, last initial, pronouns, and optionally, year and major. The ride history section helps establish platform credibility by showcasing user engagement.
User Profiles
Profiles show first name, last initial, pronouns, and optionally, year and major. The ride history section helps establish platform credibility by showcasing user engagement.
User Profiles
Profiles show first name, last initial, pronouns, and optionally, year and major. The ride history section helps establish platform credibility by showcasing user engagement.
Post Launch
Marketing Initiatives
As our site was being developed, I worked closely with our team’s product manager to create and execute a marketing strategy for post launch.
Populating our Platform with Drivers
A week before memorial weekend, I had the greatest idea ever to host a free car wash to incentivize drivers to use our platform. The purpose of the car wash was to populate our site with available rides before the upcoming long weekend. In the process of promoting our free car wash, we also pitched Moober to interested students to raise campus awareness.
Post Launch
Marketing Initiatives
As our site was being developed, I worked closely with our team’s product manager to create and execute a marketing strategy for post launch.
Populating our Platform with Drivers
A week before memorial weekend, I had the greatest idea ever to host a free car wash to incentivize drivers to use our platform. The purpose of the car wash was to populate our site with available rides before the upcoming long weekend. In the process of promoting our free car wash, we also pitched Moober to interested students to raise campus awareness.
Post Launch
Marketing Initiatives
As our site was being developed, I worked closely with our team’s product manager to create and execute a marketing strategy for post launch.
Populating our Platform with Drivers
A week before memorial weekend, I had the greatest idea ever to host a free car wash to incentivize drivers to use our platform. The purpose of the car wash was to populate our site with available rides before the upcoming long weekend. In the process of promoting our free car wash, we also pitched Moober to interested students to raise campus awareness.
Post Launch
Marketing Initiatives
As our site was being developed, I worked closely with our team’s product manager to create and execute a marketing strategy for post launch.
Populating our Platform with Drivers
A week before memorial weekend, I had the greatest idea ever to host a free car wash to incentivize drivers to use our platform. The purpose of the car wash was to populate our site with available rides before the upcoming long weekend. In the process of promoting our free car wash, we also pitched Moober to interested students to raise campus awareness.
Social Media Marketing
For additional marketing, I created an Instagram page to promote our platform and also effectively communicate with students about questions. Here are some of the graphics I designed:
Social Media Marketing
For additional marketing, I created an Instagram page to promote our platform and also effectively communicate with students about questions. Here are some of the graphics I designed:
Social Media Marketing
For additional marketing, I created an Instagram page to promote our platform and also effectively communicate with students about questions. Here are some of the graphics I designed:
Social Media Marketing
For additional marketing, I created an Instagram page to promote our platform and also effectively communicate with students about questions. Here are some of the graphics I designed:
Reflection
My Biggest Takeaways
Moober was one of the most exciting and rewarding projects I’ve worked on as a student. It pushed me beyond just being a designer focused on visuals and user flows and showed me I could actually build something from the ground up.
It was my first time going through the entire product cycle, from scrappy ideas to a real launch. Seeing over 1,000 UC Davis students actually using my designs was surreal, and working alongside such a dedicated team made the process even more rewarding.
Exploring other sides of product gave me confidence to collaborate with engineers and product managers, and reminded me that design is integral in creating something people love.
Reflection
My Biggest Takeaways
Moober was one of the most exciting and rewarding projects I’ve worked on as a student. It pushed me beyond just being a designer focused on visuals and user flows and showed me I could actually build something from the ground up.
It was my first time going through the entire product cycle, from scrappy ideas to a real launch. Seeing over 1,000 UC Davis students actually using my designs was surreal, and working alongside such a dedicated team made the process even more rewarding.
Exploring other sides of product gave me confidence to collaborate with engineers and product managers, and reminded me that design is integral in creating something people love.
Reflection
My Biggest Takeaways
Moober was one of the most exciting and rewarding projects I’ve worked on as a student. It pushed me beyond just being a designer focused on visuals and user flows and showed me I could actually build something from the ground up.
It was my first time going through the entire product cycle, from scrappy ideas to a real launch. Seeing over 1,000 UC Davis students actually using my designs was surreal, and working alongside such a dedicated team made the process even more rewarding.
Exploring other sides of product gave me confidence to collaborate with engineers and product managers, and reminded me that design is integral in creating something people love.
Reflection
My Biggest Takeaways
Moober was one of the most exciting and rewarding projects I’ve worked on as a student. It pushed me beyond just being a designer focused on visuals and user flows and showed me I could actually build something from the ground up.
It was my first time going through the entire product cycle, from scrappy ideas to a real launch. Seeing over 1,000 UC Davis students actually using my designs was surreal, and working alongside such a dedicated team made the process even more rewarding.
Exploring other sides of product gave me confidence to collaborate with engineers and product managers, and reminded me that design is integral in creating something people love.
