Ryve

Ryve approached Widelab at a pivotal moment in its development. The company had already validated its concept with its first drivers and built the foundations of the service, but needed a coherent product strategy and a polished digital experience before its official market launch. Our team was responsible for designing the complete customer-facing ecosystem: the rider app, the driver app and the marketing website. We began with a discovery and research phase, conducting interviews with both riders and drivers. The findings were then translated into the product strategy and the final digital experiences. The research revealed that safety was the central emotional value of the service. Initially, it appeared to be primarily a rider concern. However, interviews showed that drivers also needed to feel protected, supported and confident that help would be readily available when needed. This became an important strategic insight: safety could not be treated only as a passenger-facing feature or marketing message. It needed to support both sides of the platform. We also identified the situations in which riders experience the greatest uncertainty. These included travelling alone at night, arranging transport for children accompanied by caregivers, and supporting older family members who may require additional reassurance. Rather than treating these as edge cases, we used them to define a safer, more inclusive experience for everyone. Based on the research, we developed safety-related features and interactions across both apps, including clear and accessible ways for drivers to reach support. The goal was not only to make Ryve safe, but to ensure that both riders and drivers could understand the available protection and feel supported throughout the journey. One of the main operational challenges involved in-car cameras. The original concept depended on additional camera hardware being installed in vehicles, which would have introduced substantial logistical complexity. Our team developed an alternative solution that uses the driver’s phone as the camera source. This retained the intended safety value while simplifying implementation and rollout for the client. The interface was built on WideSet, Widelab’s design system, which was restyled and customised to reflect Ryve’s identity, product requirements and two-sided service model. This provided a consistent and scalable foundation across the rider app, driver app and website. Ryve officially launched in June 2026. The project transformed an early validated service into a cohesive, research-led mobility ecosystem built around a clear strategic principle: safety should not be limited to a feature list — it should be experienced by riders and drivers throughout the entire journey.

The project defined and designed a complete two-sided mobility ecosystem, covering the key journeys for both riders and drivers — from onboarding and verification to ride booking, real-time tracking, payments and support. The final designs translated Ryve’s business model into a consistent rider and driver experience, combining transparent journeys for passengers with a subscription-based model that gives drivers greater control over their income. The rider app, driver app and website provided a cohesive foundation for the product’s official launch.

Ryve serves two connected audiences in New York: riders who want to feel safe, informed and supported throughout their journey, and drivers looking for a fairer and more supportive alternative to traditional ride-hailing platforms. Research showed that safety is a shared need for both groups, shaping the experience around trust, accessible support and greater control on both sides of the ride.

We turned safety into a product strategy for both riders and drivers, while replacing complex in-car camera hardware with a scalable phone-based solution.