Context
Along Transport is doing something Uber and Bolt aren’t.
Instead of just private rides, Along digitizes the typical Nigerian bus/taxi experience—where multiple passengers hop on and off at different stops—and brings that to an app. The goal? Make road transport safer, more predictable, and more convenient for the everyday commuter.
But their old website didn’t tell this story. At all.
The Business Problem
Their app also needed work done and the experience was being refined.
But the website—the first impression—wasn’t doing the product justice. It was vague, cluttered, and didn’t explain what made Along different. The team knew they were solving a real problem, but new visitors weren’t getting that message.
They needed a website that positioned Along as a real alternative to Bolt and Uber—and gave people a reason to download the app.
Why I Was Brought In
I was asked to redesign both the Along mobile app and the marketing website, but this case study focuses on the website.
The founders wanted something simple, direct, and focused on conversion. A landing page that clearly explained how Along works, what makes it special, and why it’s worth downloading.
They also wanted to highlight their unique angle—bringing “drop and stop” public transport into a safer, smarter digital experience.
My Role
I led the design from start to finish, working closely with:
- Marketers (Esther and Vivian) to understand messaging and strategy
- Developers (Omale on backend, Michael on AI integration)
- Customer rep (Osimeh) who helped liason between drivers and the team
- And of course, the founders who lived and breathed the product vision and also helped ran user interviews
I handled everything design-related: information architecture, layout, wireframes, UI design, and prototyping.
Research & UX Process
We didn’t start in Figma. We started on the road.
We rode buses. Talked to drivers and passengers. Took notes during drop-offs. We wanted to feel what our users feel—the unpredictability, the discomfort, the time wasted waiting for a bus to fill up. We essentially conducted Contextual Inquiry in different locations (Abuja, Lagos, Port-Harcourt and Bayelsa).
From that research, we pulled out insights that directly shaped our website content and structure:
- People soemtimes value comfort and predictability more than speed.
- Safety was a major concern, especially for women and night-time commuters.
- Riders wanted to know: “Is this app going to waste my time like danfo?”
- Drivers wanted to know: “Is this app going to get me more passengers?”
This guided how we spoke to each audience on the site.
UX Problems with the Old Site
- The navigation was messy. No clear path to action.
- It didn’t explain the core value proposition of Along
- The tone felt generic—like any other startup
- The visuals didn’t match the product’s real-world innovation
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Design Decisions That Changed Everything
Here’s what we changed—and why:
Clear Hero Messaging
We led with a bold headline that explained the “bus experience, reimagined - but safer and more affordable” value prop.
Visual Flow That Converts
We organized content around what each user needs to know:
- How it works
- Why it’s safer
- What makes it different
- Download links
This made the site much easier to scan and trust.
Mobile-First Design
Since 90% of users come from their phones, everything was optimized for mobile. Buttons, text, CTAs—all designed with thumbs in mind.
Testimonials from Real People
We added video testimonials which were artifcats of interviews we took with users after the app launched to give the site a bit more social proof and trust boosting credibility and relatability.
Artifacts Created
- IA / Sitemap
- Mobile-first wireframes
- Fully responsive high-fidelity UI designs
Testing & Validation
We showed the new site to both drivers and passengers—our two main audiences.
The goal: does this page give you enough confidence to download the app?
We heard:
“This explains the app way better now. I didn’t even know it was for along before now.”
“Oh this is cool—I like that I can choose my own bus stop.”
P.S. The term 'Along' is often used to describe these kind of public "ride and drop" rides that are sometimes bundled with insecurity in Nigeria here
Business Outcomes
A few weeks after launch, Along Transport was trending on both the Play Store and App Store in Nigeria. Downloads spiked. Word spread.
The new site gave the product a voice and positioned it clearly as a local, safer, and smarter alternative to the chaos of public transport.
What’s Next
The team is now expanding into new cities and plans to build out more pages to support their growth like user tailored onboarding (driver/passenger), blog, city-specific landing pages—etc.
What I Learned
Good UX doesn’t always need a complex system or a shiny dashboard. Sometimes, it’s just about telling the right story in the right order—especially when your product already solves a real pain.
Also, doing research in-context—literally on the road with your users—will always beat assumptions.