A ride-hailing network built only for campus
Introduction
Yelo is a ride-hailing app that connects student riders with student drivers inside a closed, verified campus network.
Built for how college life actually works, Yelo uses real-time GPS to match users efficiently within a trusted community. The focus throughout was accessibility, affordability, and safety — a transportation option that belongs to the community it serves rather than a general app retrofitted for students.
Problem
No safe option built for students. Many students avoid traditional ride-hailing over safety concerns and a lack of community trust.
Pricing that doesn't fit a student budget. General ride apps price in ways that don't match how students actually spend.
Disconnected from campus life. General apps don't understand campus-centric locations, hotspots, or schedules.
Trust gaps with drivers. Students prefer drivers who share their community and understand their needs.
Research
User surveys. Mapped transportation habits, preferences, and safety concerns across college students.
Campus collaboration. Worked with Yelo ambassadors to surface real commuting challenges and safety concerns.
Competitor analysis + stakeholder input. Identified service gaps for the student demographic and aligned with campus safety policy.
Students value safety and strongly prefer a trusted peer network.
Affordability and flexible payment are make-or-break for adoption.
Custom routing to campus hotspots meaningfully improves convenience.
Design process
Collected detailed feedback to pinpoint the real pain points in existing student transportation.
A secure, affordable, community-focused ride-hailing platform tailored to college students' unique needs.
A closed community model with .edu verification, flat-rate pricing, campus-hotspot routing, and a safety layer of peer reviews and live tracking.
Wireframes for .edu registration, rider and driver profiles with safety ratings, the campus-optimized booking flow, and emergency features.
Solution
Exclusive campus network
Only verified students join, which builds trust and community.
Affordable pricing
A simplified, budget-friendly fare system.
Campus-specific routing
Maps and tools focused on navigating campus effectively.
Enhanced safety
Peer ratings, live GPS tracking, and emergency alerts on every ride.
Testing & iteration
Piloted on three campuses with both student riders and drivers, refined through focus groups, and iterated on pricing, routing, and safety based on real usage.
of users reported feeling safer using Yelo than other ride-hailing services.
Campus-focused routing optimization shortened the time between request and pickup.
Reflection
Aligning with what users actually value — safety and fairness — is what drives trust and adoption.
A revenue model that doesn't burden riders or drivers creates room for sustainable growth.
Community-focused features resonate deeply with students and make the platform stick.