Mobile UX Design & Localization
PROJECT TYPE
App design
CLIENT
Zumzum Scooter Rentals - São Paulo, Brazil
MY ROLE
Lead UX Designer
PROBLEM STATEMENT
Residents of São Paulo face traffic congestion, vehicle plate restriction days, and limited access to efficient, eco-friendly travel options. Existing scooter rental apps lacked localization, language support, and clear usability in areas with inconsistent internet access. Zumzum aimed to provide a seamless alternative, tailored to Brazilian users’ needs, behaviors, and infrastructure.
DESIGN GOALS
Designing for Mobility, Safety, and Speed
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Reduce ride start time by 50% through intuitive onboarding and fewer clicks to unlock.
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Increase ride completion accuracy by providing better location tracking and clearer trip summaries.
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Ensure compliance and trust through in-app safety tutorials and responsible riding tips.
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Improve retention by simplifying the booking and payment process for first-time users.
PROCESS & APPROACH
We began with a competitive audit of scooter rental apps available in Brazil and globally, identifying major usability gaps around map legibility, ride flow, and payment friction.
User interviews and field observation were conducted in São Paulo to understand behavior in real riding environments. These ethnographic insights drove early sketching and user flows, focusing on how people physically interact with scooters on the street.
BRANDING
Fresh, vibrant, and fun!
The look and feel of the project were very much shaped by the owner’s personal vision—especially their love for color. From day one, they made it clear that teal was their favorite, so we used it as a foundation for the brand’s vibrant color scheme. That bold pop of teal became a signature element across the site, paired with other bright, energetic tones to give everything a sense of life and movement. The goal was to create a brand that felt upbeat and modern, without losing clarity or accessibility.
For typography, the owner had already picked Open Sans, which turned out to be a great choice. It's clean, easy to read, and works well across different devices and screen sizes. We made sure all font sizes and weights were used in ways that kept content readable and well-structured, even for users with visual impairments. Combined with accessible color combinations, this thoughtful use of typography helped make the experience feel both polished and inclusive. Working with someone who had such a clear sense of style made the design process feel more like a creative partnership than a typical client engagement.
UX DESIGN
Localized Design that Moves with the City.
High Fidelity Designs
The UI was designed from the ground up, tailored for users on the go in high-traffic, mobile-heavy contexts:
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Bright, legible, high-contrast UI with motion-friendly elements.
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Map-based discovery with live scooter tracking and battery indicators.
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Optimized unlock flow via QR scan with fallback manual ID entry.
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Clear pricing breakdown, ride summaries, and parking guidance.
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Full support for Pix, credit card, and regional payment integrations.
CONCLUSION
Zumzum was a fast-paced, collaborative project that showcased how cultural relevance, direct-to-hi-fi design, and tight feedback cycles can drive real impact. By understanding Brazilian users’ needs and bypassing unnecessary steps, we were able to launch a solution that was both functional and delightful — moving people quickly, safely, and confidently.