CamGo Case Study

Introduction & Background
CamGo began as a concept at Sammi Studio in 2022, born from a desire to bring modern e-hailing convenience to Northern Ghana’s familiar Tuk-Tuks (“Kambuus”). Tasked as Lead Product Designer, I sketched out both mobile and web interfaces that could one day help commuters tap a button instead of waving down a passing vehicle.

Problem Statement
In many towns around Tamale, hailing a ride still means standing roadside and calling out to whichever Kambuu happens by. There’s no easy way to know when your ride will arrive or how much it will cost—frustrations that leave riders waiting and drivers circling empty streets. CamGo aimed to imagine a seamless booking system that felt local, approachable and reliable.

Objectives & Goals
Our first goal was to map a clean, two-tap booking flow: select your pickup point, confirm your destination, and hit “Book.” Next came a driver dashboard concept showing incoming requests in order of proximity, with clear fare details and a big “Accept” button. We also wanted to explore offline-first designs so that spotty networks wouldn’t strand anyone mid-booking.

Challenges
Designing for a concept meant anticipating real-world hurdles without user data. How do you communicate fare expectations when mobile-money and cash coexist? What happens if the network drops during booking? And culturally, how do you make an app feel as intuitive as shouting for a ride, without relying on technical jargon or hidden menus?

Conceptual Research & Findings
Rather than field interviews, we leaned on secondary sources: transport studies in similar African markets, Google’s mobility reports, and feedback threads from local social-media groups. Those insights suggested strong demand for simple e-hailing, paired with clear payment options. We learned that riders value predictability—knowing exact fares up front—and drivers need an effortless way to see and accept jobs.

User Needs & Pain Points
From this desk research, two needs stood out: riders want a transparent, no-surprises booking experience, and drivers crave a dependable queue of nearby requests. Pain points include juggling cash versus mobile-money and guessing arrival times when visibility is low.

Unique Features
In our prototype, tapping the map instantly pins your location; tapping “Kambuu” shows a quick ETA and fare estimate. Drivers see a minimalist list of requests, prioritised by distance and payment method, so they never miss a ride. We even sketched an offline-fallback screen that confirms bookings as soon as the network returns.

Conclusions & Reflections
Although CamGo remains a concept, the exercise showed me how powerful empathetic design can be—even on paper. By imagining the simplest flows and sketching out fallback strategies, we crafted a vision that feels true to local rhythms. This project reminded me that strong concepts start with clear questions: “What do users really need right now?” and “How can we remove every unnecessary step?”