I joined Lime at the end of 2019, just as the initial euphoria around micromobility was fading. The company had expanded rapidly—200+ markets in just two years—and while we had plenty to fix, the fundamentals were strong: positive unit economics were within reach, the mission resonated, and the team was packed with talent. As Head of Design, I saw a clear opportunity to make a lasting impact, starting with the rider app.
The original Lime app had been stretched to its limits. New features had been layered on rapidly to keep pace with the business, but the UX had grown inconsistent and fragile. We needed to refactor and reimagine the app—not just to fix usability issues, but to create a scalable platform for future growth.
Within my first week, I gathered the Design team to kick off a focused sprint. Lime had just completed a rebrand with Wolff Olins, but the app still used the old visual identity. We saw an opportunity to bridge the gap between Brand and Product by working closely with our internal Creative team, led by Jane Chung. The collaboration was energizing.
We structured our sprint around a company-wide Show & Tell at HQ. Our goal was to prototype and share early concepts for the most critical parts of the rider journey: onboarding, unlocking, riding, and group rides.
The open house was electric. Seeing employees across departments engage with the work and share feedback created excitement and buy-in. It also made the work better.
We paired that momentum with rigor. My colleague, Michael Kronthal, had developed a rider needs framework as part of his research work. This became our guiding star. We hung it on the wall and referred to it constantly. It kept us grounded in what truly matters to riders.
The redesign addressed longstanding usability issues while reflecting Lime’s new brand. More than a visual refresh, the work laid the foundation for long-term scale.
We introduced Lime’s first design system, implemented it in code, and extended it beyond the rider app to internal tools like Lime Supply and Lime Admin. It drove consistency, increased velocity, and improved quality across teams.
Accessibility was a core principle from the start. We proactively designed for WCAG 2.1 compliance and earned certification. It was the right thing to do for users—and for cities evaluating Lime’s impact.
The redesigned app contributed to a rising tide across the business:
While hardware and operations also improved, the rider experience played a critical role in Lime’s growth story. By grounding our work in rider needs and building a flexible, scalable system, we helped the company turn a moment of transition into a platform for long-term success.
