01
GoNaija
Product Design
GoNaija is a mobility concept for commuters moving across Lagos using a mix of walking, BRT and danfo. It brings planning, comparison and live guidance into one flow so a journey can be understood before it begins.
Problem / Context
A single trip often combines several transport modes, changing fares and unfamiliar transfer points. The uncertainty sits in the details: how long it will take, what it will cost, and where to change. Those details are usually discovered mid-journey rather than before setting off.
Design approach
The experience is structured to reduce that uncertainty step by step. Each screen answers one question — where am I going, which route suits me, what does it involve, where am I now — instead of presenting everything at once.
User journey
The journey runs from intent to arrival: set a destination, compare the available routes, understand the cost and transfers, then follow the trip while it happens.
01
Entry and orientation
The opening screen frames the product around everyday Lagos travel and names the transport modes it covers, so expectations are set before any input is asked for.
02
Planning the journey
A familiar from–to pattern keeps planning direct, with recent destinations reducing repeat effort. The map then places the route in geographic context before any comparison is made.
03
Comparing routes
Fastest, cheapest and simplest turn several possible routes into a decision that can be scanned in a few seconds, rather than a list the commuter has to interpret.
04
Understanding the trip
Once a route is chosen, time, transfers and each transport leg are laid out in order, and the fare is broken into its parts so the total is explainable rather than assumed.
05
Travelling and arriving
During the trip only the current task is shown: progress, next stop and time remaining. Arrival closes the loop with a summary and a lightweight way to give feedback.
Key design decisions
Progressive information
Detail is revealed at the moment it becomes useful instead of stacked on one screen.
Journey-first structure
The interface follows the shape of a real trip, from intent through to arrival.
Clear route communication
Routes are labelled by what a commuter actually weighs: speed, cost and simplicity.
Reducing uncertainty
Fares and transfers are visible before commitment, not discovered along the way.
Final flow
Seen together, the eight screens form one continuous journey: orientation, planning, comparison, breakdown, cost, live guidance and arrival.