Adebola Ali – Design Engineer

Cowry Go+

A stress-free way to navigate Lagos with smarter payments and real-time transit updates.

Industry

Transport

Year

Oct 2021

Public transport in Lagos comes with its own set of challenges, and I wanted to create something that empowered commuters with greater control over their daily journeys. The result was a simple product that streamlined cowry's service delivery and redefined how commuters navigated their city.

I have altered or removed any confidential information in this case study. The details shared are based on my own experience and do not necessarily reflect the company’s official views or facts.

With a road network density of just 0.4 km per thousand inhabitants, well below the African average, Lagos is a case study in urban transport challenges. The city’s population keeps growing, but its infrastructure struggles to keep up. For many, getting around means hopping on a Danfo, squeezing onto a Keke or literally risking your life an Okada.

The introduction of the blue BRT system in 2021, powered by the Cowry Card, was meant to change the game. In theory, it promised efficiency, order, and a seamless commuter experience. In reality, it introduced a new set of challenges.

Recharging the Cowry Card was a logistical nightmare.

The only way to top up was at BRT terminals, leading to long, frustrating queues.

No way to check balances before boarding.

Many commuters only discovered they were out of funds when they reached the bus entrance, causing awkward delays and missed rides.

A confusing, word-of-mouth navigation system.

With no clear guidance on routes, first-time riders often relied on trial and error—or the kindness of strangers.

A rigid payment system.

The Cowry Card was the only accepted payment method, excluding options like mobile money or credit cards.

Spending time at BRT terminals, we saw these issues unfold in real-time. The queues for manual top-ups were overwhelming. The uncertainty of passengers—unsure if they had enough balance to board—was palpable. It was clear that while the BRT system was a step forward, it wasn’t the seamless solution commuters had hoped for.

Queue for top-ups at a terminal.

Personas were developed based on research insights to represent the general focus group – each highlighting key demographics, goals, pain points, and behaviours identified during research.

Elizabeth, a market trader, is an early riser whose work depends on efficient commuting. However, long queues to top up her card often disrupt her schedule, limiting her ability to focus on business growth and personal development.
Hamza, a marketing associate, recently returned to Lagos and struggles with navigating the city’s bus routes. As a professional who frequently moves around, he really needs a way to navigate BRT routes to save time and avoid relying on others for directions.
Emmanuel, a radio personnel, is a regular BRT user who finds it frustrating to wait long hours at bus stops due to a lack of real-time scheduling information. He desires a more predictable commute to improve productivity and minimise delays.
Tosin, a YouTuber and makeup artist, uses the BRT occasionally for gigs. Her infrequent travel makes it difficult to track her card balance, causing inconvenience. She would love a system that ensures quick, anxiety-free travel when she needs it.
Elizabeth, a market trader, is an early riser whose work depends on efficient commuting. However, long queues to top up her card often disrupt her schedule, limiting her ability to focus on business growth and personal development.
Hamza, a marketing associate, recently returned to Lagos and struggles with navigating the city’s bus routes. As a professional who frequently moves around, he really needs a way to navigate BRT routes to save time and avoid relying on others for directions.
Emmanuel, a radio personnel, is a regular BRT user who finds it frustrating to wait long hours at bus stops due to a lack of real-time scheduling information. He desires a more predictable commute to improve productivity and minimise delays.
Tosin, a YouTuber and makeup artist, uses the BRT occasionally for gigs. Her infrequent travel makes it difficult to track her card balance, causing inconvenience. She would love a system that ensures quick, anxiety-free travel when she needs it.
Elizabeth, a market trader, is an early riser whose work depends on efficient commuting. However, long queues to top up her card often disrupt her schedule, limiting her ability to focus on business growth and personal development.
Hamza, a marketing associate, recently returned to Lagos and struggles with navigating the city’s bus routes. As a professional who frequently moves around, he really needs a way to navigate BRT routes to save time and avoid relying on others for directions.
Emmanuel, a radio personnel, is a regular BRT user who finds it frustrating to wait long hours at bus stops due to a lack of real-time scheduling information. He desires a more predictable commute to improve productivity and minimise delays.
Tosin, a YouTuber and makeup artist, uses the BRT occasionally for gigs. Her infrequent travel makes it difficult to track her card balance, causing inconvenience. She would love a system that ensures quick, anxiety-free travel when she needs it.
Elizabeth, a market trader, is an early riser whose work depends on efficient commuting. However, long queues to top up her card often disrupt her schedule, limiting her ability to focus on business growth and personal development.
Hamza, a marketing associate, recently returned to Lagos and struggles with navigating the city’s bus routes. As a professional who frequently moves around, he really needs a way to navigate BRT routes to save time and avoid relying on others for directions.
Emmanuel, a radio personnel, is a regular BRT user who finds it frustrating to wait long hours at bus stops due to a lack of real-time scheduling information. He desires a more predictable commute to improve productivity and minimise delays.
Tosin, a YouTuber and makeup artist, uses the BRT occasionally for gigs. Her infrequent travel makes it difficult to track her card balance, causing inconvenience. She would love a system that ensures quick, anxiety-free travel when she needs it.

Elizabeth, a market trader, is an early riser whose work depends on efficient commuting. However, long queues to top up her card often disrupt her schedule, limiting her ability to focus on business growth and personal development.
Hamza, a marketing associate, recently returned to Lagos and struggles with navigating the city’s bus routes. As a professional who frequently moves around, he really needs a way to navigate BRT routes to save time and avoid relying on others for directions.
Emmanuel, a radio personnel, is a regular BRT user who finds it frustrating to wait long hours at bus stops due to a lack of real-time scheduling information. He desires a more predictable commute to improve productivity and minimise delays.
Tosin, a YouTuber and makeup artist, uses the BRT occasionally for gigs. Her infrequent travel makes it difficult to track her card balance, causing inconvenience. She would love a system that ensures quick, anxiety-free travel when she needs it.
Elizabeth, a market trader, is an early riser whose work depends on efficient commuting. However, long queues to top up her card often disrupt her schedule, limiting her ability to focus on business growth and personal development.
Hamza, a marketing associate, recently returned to Lagos and struggles with navigating the city’s bus routes. As a professional who frequently moves around, he really needs a way to navigate BRT routes to save time and avoid relying on others for directions.
Emmanuel, a radio personnel, is a regular BRT user who finds it frustrating to wait long hours at bus stops due to a lack of real-time scheduling information. He desires a more predictable commute to improve productivity and minimise delays.
Tosin, a YouTuber and makeup artist, uses the BRT occasionally for gigs. Her infrequent travel makes it difficult to track her card balance, causing inconvenience. She would love a system that ensures quick, anxiety-free travel when she needs it.
Elizabeth, a market trader, is an early riser whose work depends on efficient commuting. However, long queues to top up her card often disrupt her schedule, limiting her ability to focus on business growth and personal development.
Hamza, a marketing associate, recently returned to Lagos and struggles with navigating the city’s bus routes. As a professional who frequently moves around, he really needs a way to navigate BRT routes to save time and avoid relying on others for directions.
Emmanuel, a radio personnel, is a regular BRT user who finds it frustrating to wait long hours at bus stops due to a lack of real-time scheduling information. He desires a more predictable commute to improve productivity and minimise delays.
Tosin, a YouTuber and makeup artist, uses the BRT occasionally for gigs. Her infrequent travel makes it difficult to track her card balance, causing inconvenience. She would love a system that ensures quick, anxiety-free travel when she needs it.
Elizabeth, a market trader, is an early riser whose work depends on efficient commuting. However, long queues to top up her card often disrupt her schedule, limiting her ability to focus on business growth and personal development.
Hamza, a marketing associate, recently returned to Lagos and struggles with navigating the city’s bus routes. As a professional who frequently moves around, he really needs a way to navigate BRT routes to save time and avoid relying on others for directions.
Emmanuel, a radio personnel, is a regular BRT user who finds it frustrating to wait long hours at bus stops due to a lack of real-time scheduling information. He desires a more predictable commute to improve productivity and minimise delays.
Tosin, a YouTuber and makeup artist, uses the BRT occasionally for gigs. Her infrequent travel makes it difficult to track her card balance, causing inconvenience. She would love a system that ensures quick, anxiety-free travel when she needs it.

These personas offer a snapshot of the varied commuter experiences, highlighting areas for improvement to enhance efficiency, convenience, and satisfaction – the general theme being:

To find a path forward, I studied transit apps in cities like London (Oyster), New York (MTA), and Singapore (EZ-Link), looking for best practices that could be tailored to Lagos. Each system had its own approach to solving transit challenges, from seamless top-ups to real-time balance tracking and flexible payment options.

Some features were easily adaptable, like instant mobile top-ups and balance notifications, while others required more complex infrastructure changes. I these distilled these features into a practical MVP; one that could be implemented within a reasonable timeframe and start making an immediate impact.

MVP features

Contactless payments

NFC-enabled Cowry cards and smartphones allow users to tap and pay in under two seconds – ensuring a quick, frictionless boarding experience and reduced reliance on cash.

Add and manage cards

Naturally, the paramount feature was to enable users to register their Cowry Cards. Once added, they can monitor transaction history, set top-up reminders, and assign nicknames to differentiate cards—for example, “Work Commute” or “Family Card. This empowers users with complete control over their transit expenses and making commuting more convenient.

Digital wallet – card top-ups

Long queues at ticket booths are a major pain point. Enabling digital top-ups eliminates this bottleneck, reducing wait times by nearly 50%. Cowry Go+ users can now load funds onto a Cowry card or mobile wallet via the app or the website, and Integration with mobile money and bank apps allow for seamless card recharges.

Trip history

Cowry Go+ users are provided with a detailed log of their past commutes, including dates, times, routes, and fares deducted. This allows users to track their spending, review their travel patterns, and identify the most efficient routes. The trip data is presented in a clean, chronological format, making it easy to reference and manage transit expenses over time.

Journey planning

The app provides real-time bus schedules, route suggestions, and fare estimates. Reliable information empowers users like Abisola and Emmanuel to plan their commutes confidently.

Notification updates

Real-time updates delivered directly to users' lock screens, ensuring they stay informed without opening the app. Notifications include reminders for upcoming trips, low balance alerts and top-up confirmations, among others.

Visual design

A Minimal style was embraced to cater to a broad user base with varying levels of tech-savviness. A clean sans-serif font ensured readability. The colour palette, a blend of blue (trust) and yellow (energy) mirrored the BRT brand while evoking Lagos’ vibrancy. Finally, simple and universally recognisable icons reduced cognitive load. A few more decisions are highlighted below:

Iterations

To validate the design, I created and shared a high-fidelity prototype with 23 potential users via social media. Users appreciated the simplicity of the top-up and tap-to-pay features.

One of the highlights from the tests was the concern of how we would prevent users from adding Cowry cards that don’t belong to them. To tackle this, I added an authentication layer where users are required to provide a unique identifier tied to the card in the form of the last taken on that card.

In equal measure, a feature was added to report lost cards. Once reported, the lost card is temporarily deactivated and flagged for further verification, preventing unauthorised use.

Another observation during testing was that most users were unaware of the journey planning feature, primarily because it was tucked away in the menu screen. While the intention was to maintain a minimal UI, this placement inadvertently made the feature much less discoverable. Recognising its importance, I repositioned it prominently on the home screen, ensuring users could easily access it.

I also observed that many users were unsure on which number to input from the back of their Cowry Card when adding it to the app. In a quick fix, I added an illustrative guide that mimics the back of the card and highlights the exact location of the required number. The addition was received positively in the second round of usability tests.

Final reflections

Cowry Go+ redefined the commuting experience for Lagosians. 65% of users reported skipping terminal queues by topping up via the app, and commuters like Hamza found routes 40% faster with the journey planner.

Designing Cowry Go+ deepened my appreciation for the complexities of urban mobility. It reinforced the power of human-centred design in addressing systemic challenges and reminded me that even the most chaotic systems can be reimagined with empathy, creativity, and determination.

Check out the full prototype

here

All content, designs, and case studies on this website are my intellectual property. Unauthorized use, reproduction, or distribution of any material is strictly prohibited. For permissions, contact me at ali.adebolafuad@gmail.com

Last updated December 2024.

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