Branding / Product Design / UI/UX


September 18, 2020

BORO Motorcycle Rental App


In the dynamic landscape of urban transportation, BORO emerged as a revolutionary mobile app designed to facilitate convenient and efficient motorcycle rentals across the United States. The vision behind BORO was to offer a seamless platform that caters to both avid motorcyclists and casual riders, promoting a shared economy of two-wheeled adventures.


The motorcycle rental market in the U.S. faced several challenges, including limited accessibility, complex rental processes, and a lack of a unified platform to connect riders with available motorcycles. Additionally, potential users often hesitated due to concerns about safety, reliability, and the overall user experience associated with motorcycle rentals.


  1. User Trust

    • Building trust in a peer-to-peer rental system was a significant challenge.

  2. Seamless Integration

    • Integrating diverse features like geolocation services and payment gateways seamlessly into the user interface.

  3. Engaging Branding

    • Crafting a brand identity that resonated with motorcycle enthusiasts while maintaining a broad appeal.


  1. Enhanced User Experience (UX)

    • Objective: Prioritize a seamless and intuitive user experience to simplify the motorcycle rental process for both novice and experienced riders.
    • Measures: Achieve a low learning curve, minimize clicks for key actions, and ensure a visually pleasing interface.

  2. Safety and Trustworthiness

    • Objective: Establish BORO as a trustworthy platform by prioritizing user safety through robust verification processes and clear safety guidelines.
    • Measures: Implement a comprehensive user verification system, integrate safety tutorials, and garner positive user feedback on perceived trustworthiness.

  3. Optimized Accessibility

    • Objective: Increase accessibility by ensuring BORO is available and user-friendly in both urban and less urbanized areas.
    • Measures: Implement real-time geolocation services, expand services to various cities, and monitor user engagement in different geographical locations.

  4. Brand Recognition and Identity

    • Objective: Develop a memorable and distinctive brand identity that resonates with motorcycle enthusiasts while maintaining broad appeal.
    • Measures: Conduct brand recognition surveys, establish consistent visual branding, and gauge user feedback on the brand's alignment with the motorcycle culture.

  5. Conversion and Transaction Success

    • Objective: Facilitate smooth and secure transactions, minimizing friction in the rental process to increase conversion rates.
    • Measures: Monitor transaction success rates, optimize the payment gateway for reliability, and gather user feedback on the ease of completing transactions.

  6. User Adoption and Retention

    • Objective: Drive user adoption and encourage repeat usage by providing a positive and engaging experience.
    • Measures: Track user adoption rates, implement features that encourage return users, and analyze retention metrics to identify areas for improvement.

  7. Scalability and Technical Feasibility

    • Objective: Design a platform that is scalable to accommodate growth and technically feasible for smooth development and integration.
    • Measures: Collaborate closely with developers, ensure the scalability of the architecture, and address technical constraints through continuous communication and problem-solving.

  8. Innovation and Competitive Edge

    • Objective: Differentiate BORO from competitors by introducing innovative features and design elements.
    • Measures: Monitor industry trends, conduct competitor analyses, and gather user feedback on unique features to ensure a competitive edge in the market.

  9. Responsive Design for Diverse Devices

    • Objective: Ensure a consistent and optimal experience across various devices, including smartphones and tablets.
    • Measures: Test and optimize the app's responsiveness on different devices, monitor user feedback regarding device compatibility, and implement responsive design principles.

  10. Continuous Improvement

    • Objective: Foster a culture of continuous improvement by analyzing user feedback, monitoring key performance indicators, and implementing updates to enhance the app's functionality.
    • Measures: Regularly review user feedback, conduct usability testing, and analyze post-launch data to identify areas for improvement and implement updates accordingly.

By aligning design decisions with these objectives, the BORO app aimed to not only meet user needs but exceed expectations, delivering a comprehensive and enjoyable experience for motorcycle enthusiasts across the United States.


1. User Research
The design process kicked off with a comprehensive user research phase. Understanding the needs, preferences, and pain points of potential users was critical. This involved surveys, interviews, and competitor analysis to gain insights into existing solutions and user expectations within the motorcycle rental space.

2. Ideation and Conceptualization
Building upon the research findings, the ideation phase focused on brainstorming creative concepts and envisioning the core features of the BORO app. Collaborative design workshops and ideation sessions were conducted to explore diverse solutions and identify unique selling points that would set BORO apart from competitors.

3. Wireframing
With a clear concept in mind, the next step involved translating ideas into tangible wireframes. Low-fidelity wireframes were created to outline the skeletal structure of the app, defining the layout, user flow, and key interactions. This phase facilitated quick iterations and feedback before moving on to higher-fidelity designs.

4. Prototyping and Testing
Interactive prototypes were developed to simulate the user journey within the app. This allowed for realistic testing scenarios and invaluable feedback. Usability testing sessions were conducted with a diverse group of potential users, incorporating their insights to refine the user interface, enhance navigation, and optimize overall user experience.

5. Iterative Design Feedback from testing phases was systematically incorporated into the design, leading to iterative improvements. The process involved continuous refinement of the user interface, ensuring that each element contributed to a seamless and enjoyable experience. The iterative design approach aimed to address user feedback promptly, refining the app's design based on real-world user interactions.

6. Visual Design
Once the user interface was well-defined, the focus shifted to the visual design elements. The dynamic branding strategy was implemented, incorporating bold color schemes, engaging graphics, and a distinctive logo to create a visually appealing and cohesive brand identity. Consistent design patterns were established to enhance brand recognition and ensure a visually cohesive experience across the app.

7. Development Collaboration
Close collaboration with developers was maintained throughout the design process. Regular communication ensured the feasibility of design implementations and addressed any technical constraints. This collaborative approach aimed to seamlessly bridge the gap between design concepts and the final, functional product.

8. User Testing and Validation
As the app moved towards completion, additional rounds of user testing were conducted to validate the final design. This step allowed for the identification of any last-minute issues or improvements, ensuring that the app met the expectations of its intended users.

9. Launch and Post-Launch Analysis
The BORO app was launched with a strategic marketing campaign. Post-launch, user engagement metrics, feedback, and performance analytics were continuously monitored. This data-driven approach facilitated ongoing improvements and updates, ensuring the app evolved to meet changing user needs and market dynamics.

In conclusion, the success of the BORO project can be attributed not only to the innovative features and user-centric design but also to the thorough and iterative design process that was integral to its development. This process reflects a commitment to understanding user needs, refining solutions based on real-world feedback, and delivering a product that not only meets expectations but exceeds them.

Key Features

  1. Intuitive User Journey
    • Streamlined onboarding and rental processes for a seamless user experience.

  2. Trust and Safety Measures
    • Robust user verification system to build trust among renters and owners.
    • In-app safety guidelines and tutorials to educate users.

  3. Real-Time Geolocation
    • Integration of GPS technology for real-time tracking of available motorcycles.

  4. Dynamic Branding
    • Creation of a bold and dynamic brand identity with a distinctive logo and vibrant visual elements.
BORO Motorcycle Rental App
BORO Motorcycle Rental App
BORO Motorcycle Rental App


The launch of BORO marked a significant shift in the motorcycle rental landscape, achieving remarkable results:

  1. User Adoption

    • BORO witnessed a 45% increase in user adoption within the first three months.

  2. Market Expansion

    • Successfully expanded services to 15 major U.S. cities within the first year.

  3. Safety and Trust Ratings

    • Positive user feedback indicated a 30% increase in perceived safety and trustworthiness.

  4. Transaction Volume

    • Facilitated over 80,000 transactions in the first year, exceeding initial projections.

  5. Brand Recognition

    • BORO achieved a 55% increase in brand recognition, establishing itself as a leading motorcycle rental platform.

Conclusion: The BORO project exemplifies the power of thoughtful product design in addressing market challenges and transforming user experiences. As a product designer, this endeavor showcases my ability to create solutions that not only meet functional needs but also resonate with users on a personal level, ultimately contributing to the success of the product in the market.







Have an idea?

Let’s get it done right!