Company: goUrban

Duration: 6 years

Role: Product Design Team

Platform: User App + Service App + Web Dashboard

Context & Problem

goUrban emerged as a response to the growing complexity in shared mobility operations. Fleet operators were struggling with fragmented systems, manual processes, and lack of integrated tools to manage their operations effectively. The industry needed a comprehensive platform that could handle both operator needs and end-user experiences through a unified system.

Under the leadership of CEO Bojan Jukić, we were given unprecedented freedom to experiment and innovate. This playground environment proved instrumental in pushing the boundaries of interactive design within the shared mobility industry. We started with minimal resources but focused on creating a white-label platform that could serve operators across different markets and business models.

Our Role & Approach

Our team approached this challenge by developing three interconnected platforms: a user-facing mobile application, a service management application, and a comprehensive web dashboard. We positioned ourselves as partners in the operational ecosystem, understanding that successful shared mobility required seamless integration between customer experience, field operations, and fleet management.

Design Process

Research & Discovery We conducted extensive research with fleet operators to understand operational workflows and pain points. Our team mapped existing processes across user acquisition, vehicle maintenance, and fleet optimization. This research revealed the need for modular tools that could adapt to different operator requirements while maintaining operational consistency.

Platform Architecture  We developed the foundational architecture for our three-platform system. The user app focused on seamless booking and trip experiences, the service app addressed field operations and maintenance workflows, and the web dashboard provided comprehensive fleet management capabilities. Each platform was designed to share data and insights while serving distinct operational functions.

Iterative Development  We established continuous iteration cycles with real operators and users. Our team built and tested features across all three platforms simultaneously, ensuring integration remained seamless as complexity increased. We focused on creating workflows that reduced operational complexity while providing comprehensive control over fleet operations.

Scaling & Optimization Throughout the scaling phase, we refined the platform based on deployment across multiple markets. We developed standardized processes for onboarding new operators while maintaining flexibility for different business models and regulatory requirements.