MAR 22

Transportation Startups Talk UI/UX and Core Design


Last month, Tech in Motion San Francisco members got an exclusive insight into the world of UI/UX design from the perspective of transportation startups.

The discussion featured up and coming companies such as Metromile, Scoop and HONK. Metromile generously opened its doors for the night and welcomed more than one hundred attendees into their new spacious and trendy office. The transportation industry, coupled with technology, is a hot topic and among the top most disruptive in the world, according to Tech Crunch.

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The panel of design experts consisted of Matt Stein, Director of Design at Metromile, Cassy Rowe, Head of Design and User Experience at Scoop, and Jake Honig, Vice President of Product Marketing at HONK. Shira Abel, who is the CEO and Lead Strategist at Hunter and Bard, asked the group of panelists to discuss what their core design principles were for their respective companies.

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Stein, representing the pay-per-mile insurance startup Metromile said, “We focus on making things 'glanceable', very clear, and the last would be an acronym we refer to as D.E.A.F. - delightful, engaging and fun.” Read more about these 3 UI/UX principles you need to know at a startup here.

For startup Scoop - an automated carpooling service - their main principles revolved around safety, user feedback regarding experiences using the service, and context, according to Rowe.

See more photos of the UI/UX event on Tech in Motion's Facebook page.


HONK, the towing and roadside service company, focuses on delivery. Honig explained that HONK’s goal is ensuring that the process for its users will be fast, easy and deliverable since customers using their services are typically facing crises.

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Kam Wong of Hong Kong, China was attending his first ever Tech in Motion event that night and said it was definitely “worth the drive.”

“It was interesting,” said Tiago Varandas from Amsterdam. “I liked when they explored the area of automated vehicles.”

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Overall, the tech talk was educational and insightful, and our Tech in Motion members certainly did not leave empty handed thanks to Metromile! Upon arrival, each attendee received a Metromile 'swag bag' filled with amazing and useful branded trinkets, including a Tech in Motion card holder for phones.

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