Here’s How Careem Adds Inclusivity into its Apps

Careem is the region’s favorite ride hailing app. Operating in more than 100 cities across MENA, Pakistan, and Turkey, means our customer base is quite vast, ranging in age, gender, abilities, and cultural differences.

Our Product and Experience & Design teams have their hands full when it comes to creating an app that will cater to the individual needs of each of our unique users, but we recognize it as an important part of designing great products.

“Inclusivity and diversity is a pivotal topic for us, and we include it in every step of our product development process,” says Tamique Weekes, Product Manager. We make sure we do a lot of user research in various markets, and we work with different people, including the visually impaired community, to make sure we create a seamless experience for all our Customers and Captains.

According to the VP of Experience and Design, Nuzhat Naweed, “Our mission is unequivocally inclusive. When we say we want to improve and simplify the lives of people, we mean all people.”

To design inclusive products, our process needs to be inclusive as well, which is why we hire people from around the world. “To build great products, and for our platform future, we need different perspectives at the table,” Naweed continues.

Our design team alone consists of eight nationalities from around the world, and include interaction designers, UI designers, and UX writers, all working towards making Careem a product that anyone can use..

One of our Product Designers, Khalid Al-Jaaidi, explains: “The reality is, anyone can experience a disability at some point. A mother holding a baby only has one working arm. The sun hitting a Captain’s phone screen might temporarily obscure him from seeing the map. As designers, it’s our job to understand the person behind the screen.”

At Careem, we know that everyone benefits when we design for exclusivity. Which is why we will continue to strive towards building accessible, inclusive products for our diverse users.

If you’d like to get involved, or have any feedback or suggestions, please email the Experience & Design Team at [email protected]