Abstract
RideBuddy is a personalized service that helps Corporate Mobility Service Providers deliver a safe and comfortable ride for their users. The primary objective was to provide a low-cost in-vehicle monitoring system that would address the privacy and security concerns of ride hailing users. The intention was to use audio analytics assisted by an array of microphones and a host of environmental sensors to monitor the cabin of the vehicle. All of the technology would be housed within the RideBuddy device, mounted inside the vehicle.
As the UX Lead on this project, I was able to help secure multiple levels of seed funding totalling 5 Million Euros as a part of the M/NXT Mobility Innovation Challenge, an innovation project incubator at Robert Bosch GmbH. As a part of the Core Team, I was responsible for all UX, Research and Industrial Design activities throughout each phase.
The project was credited with securing Bosch Ltd.’s place among the 20 Most Innovative Companies in India at the CII Industrial Innovation Awards 2024.
Research & Development
The project was executed in four phases. Phase 1 focused on identifying and defining the problem within the current ecosystem through qualitative user research. This phase began with user interviews involving three key target groups in the ride-hailing service ecosystem: Passengers, Mobility Service Providers, and Drivers.
The primary goal of the research was to gain a deeper understanding of each user group’s experiences, behaviors, emotions, pain points, needs, and expectations. Insights from this research were then used to define the key requirements for RideBuddy as a solution to the challenges identified within the ecosystem.
The derived insights were further validated through quantitative surveys conducted across multiple Tier 1 cities, which have the largest concentration of service users and providers. The user journeys for each group were mapped to identify key opportunity areas, forming the foundation for the initial solution concept and defining the most effective potential features and services.
Phase 2 focused on deriving project requirements, where the intersection of opportunity areas, journey maps, and feature mapping formed the foundation for feature definition and prioritization. The initial concept design was developed and communicated through user stories and a high-level, non-specific feature set that was yet to be validated.
Phase 3 was dedicated to validating the initial concept and project direction. A mixed-method approach, combining qualitative and quantitative strategies, was used to assess the impact of proposed solutions on user groups. This phase aimed to understand how users ranked and valued different feature sets, while also gauging their willingness to opt in and pay for the service.
To ensure robustness, the findings were further tested through alternative forums, such as focus groups and hybrid data collection methods, spanning diverse ethnographic, geographic, employment, gender, and age groups.
The study results were consolidated and documented to capture the newly validated project direction and feature sets, while also serving as a reflection of the previous project phases. This process ensured a clear, visible, and traceable correlation between each phase. By maintaining a user-centric approach, the project established a solid foundation for its evolution into the final solution.
Service Design
Phase 4 focused on developing the RideBuddy service framework and presenting the first tangible solution to potential customers: the Minimum Viable Product (MVP).
The service flow was designed using collected generative data and validated insights from previous phases. A structured framework outlining how the service would function was visualized and refined, ensuring a user-driven approach that maximized its impact on the ride-hailing service ecosystem.
A deep dive into the existing ecosystem enabled the mapping of the service blueprint, identifying the roles and interactions of all stakeholders involved in various stages of service delivery. This served as the foundation for overlaying potential touchpoints and service steps where RideBuddy could provide the most effective assistance.
The service framework was then evaluated based on impact, timeline, complexity, and resource requirements, ultimately shaping the MVP and laying the groundwork for the future roadmap.
Industrial Design
The industrial design process ran in parallel with other activities and was strongly influenced by insights gained throughout each phase. The concept design for RideBuddy’s visual identity evolved through form studies, ergonomic evaluations, and functional refinements.
Close collaboration with tech, sales, hardware, software, and manufacturing partners ensured the design remained grounded and feasible. At this stage, the focus was on creating a working prototype that would house evolving technology, which presented challenges from both aesthetic and usability perspectives.
The first A-samples were deployed within Bosch’s in-house corporate mobility fleet, equipped with internal hardware, speakers, microphones, sensors, indicators, buttons, power unit, memory, storage, and basic software functionality capable of autonomous audio analytics. Initial usability testing, functional testing, and service analysis provided valuable insights, guiding the next steps for improvement. Based on these findings, key updates were implemented to refine and optimize the solution before moving to the B-sample.
The approach to developing the B-sample differed in that the design constraints influenced the technical requirements of the internal hardware and software, rather than the other way around. A fresh exploration of materials, forms, aesthetics, functionality, and innovation led to two distinct design directions: one emphasizing seriousness, security, and sleekness, while the other focused on being approachable, cute, friendly, and reliable.
After extensive deliberation, the core team—comprising product owners, sales leads, engineers, production teams, and designers—decided to adopt the Kawaii* art and design style of concept 2. This approach was chosen with an eye toward expansion into broader Asian markets.
The first devices are currently in production and are set to be integrated into 150 – 300 cars by the end of the 2025. The system continues to evolve, adapt, and be fine-tuned based on real-world insights to drive measurable change and impact.
*Kawaii is a Japanese cultural phenomenon that emphasizes cuteness, childlike innocence, charm, and simplicity (see Baymax from Big Hero 6).