Branding and UX/UI for a motorcycle transportation system in Kampala, Uganda.
Motorcycle taxis, known locally as bodas, are the primary mode of transportation in Kampala. While they are fast and affordable, they are also associated with high accident rates, inconsistent pricing, and limited rider accountability. In 2013, motorcycles accounted for approximately 75 percent of road accidents in Uganda, highlighting the need for safer, more trusted systems of mobility.
SafeBoda was conceived to address this gap by designing a transportation platform that embeds safety, trust, and transparency directly into both its digital product and its physical presence on the street.
SCOPE
Brand system design
Product and UX design
Service and visual system development
ROLE
Concept development
Product and UX design
Visual system development
Cross-functional collaboration and QA
SAFEBODA TEAM
Maxime DIeudonné,
Alastair Sussock,
Nathan Siegel,
Katrina Connelly
We designed a cohesive brand and UX system that integrates identity, product, and infrastructure. The visual language emphasizes visibility, verification, and consistency. High-visibility neon orange and reflective silver were selected for helmets, vests, and motorcycles to increase safety on the road while establishing immediate recognition.
The brand mark and typographic system were designed to feel open, approachable, and structured. Subtle modifications to the typeface improved legibility across low-resolution screens and physical materials, ensuring consistency from mobile interfaces to safety gear. Identification numbers applied to helmets and motorcycles connect riders to verified driver profiles, reinforcing accountability and trust.
The SafeBoda app reduces anxiety around pricing and personal safety by clearly displaying fare estimates based on distance before a ride begins. Passengers can view driver photos, biographies, ratings, and verification numbers upfront, shifting negotiation into a transparent, predictable experience.
The interface prioritizes clarity and speed, supporting quick decision-making in high-movement contexts. Map-based interactions, clear call-to-action states, and minimal visual noise ensure usability in real-world conditions where attention is limited.
Rather than treating branding and UX as separate layers, the project operates as a single integrated system. Physical objects such as helmets, vests, and motorcycles function as moving brand surfaces that reinforce the same signals of safety and trust communicated in the app. This continuity allows the brand to operate effectively both on the street and on screen.
The result is a flexible, scalable transportation system that reframes motorcycle travel as a credible, trusted service within Kampala’s everyday transportation landscape. By aligning brand identity, product design, and physical infrastructure, SafeBoda establishes a new standard for safety, recognition, and reliability at street level.
