One membership across everything Careem does

Plus touched every Careem service, and a different team built each one. Members still needed to experience a single subscription. I led design for Flywheel 2.0, which rebuilt every Plus experience from the first upsell to payment recovery. I wanted the value someone saw when joining to carry through every order and into the decision to renew.

The checkout offer shows how that worked. Someone booking a ride or ordering food came to finish a purchase, and the offer had to earn its place in that moment without slowing it down. I showed what Plus would save on the order already in front of them, with the saving prominent and the invitation to join kept quieter, so Careem’s own checkout button stayed the main action. That balance became a rule in the Plus colour principles, which teams followed when they put Plus into their own checkout.

Once someone joined, they needed to see what the membership was worth to them. We showed savings in the order tracker while the delivery was still on its way, then gathered them into a monthly recap and lifetime milestones.

Some members were losing Plus without ever deciding to leave, because a card failed at renewal. I designed a grace period with fallback cards and other ways to pay, so members kept their benefits while they sorted out the payment.

I worked directly with Careem’s Growth team on acquisition experiments. Together we chose which ideas were worth testing, and I designed them, including a Plus takeover of the Food home screen and tests of the annual plan. Both brought in new members. I prototyped options in code before moving to Figma, so we could compare more directions before committing one to an experiment.

One idea turned what Plus would have saved into a reason to join. The home screen showed what someone had missed on their recent rides and orders, and joining paid that amount into their Careem wallet.

The clearest result came from a partnership. e&, the UAE telecom group, offered Plus to its customers inside the e& app. Someone claiming it there had already decided they wanted it, but many never reached an active membership. There was no direct integration between the apps, and some people had to create a Careem account before they could get to Plus.

I redesigned the e& partnership experience as one journey across the two apps, keeping the offer in view through account setup until the membership was active. Conversion through the partnership went from 10% to 60%.

Most members lived in one service. Someone who joined while ordering food learned about free delivery, while much of what they were paying for sat in rides, groceries and payments. I redesigned onboarding so a new member saw their benefits across every Careem service from the start, beyond the one they came in through.

Missions gave them a reason to try the next service. Members earned Plus days or wallet credit by completing tasks across Careem, such as ordering both food and groceries. I designed Missions from the first task to the reward and took the mission tracker through to a specification ready for engineering, covering each kind of mission and task and every state of progress. In the mission explorer, I tuned how the copy and the card changed as someone got closer to finishing, and how completion was marked.

Each Careem business had its own colour. Plus ran across all of them, so its identity had to work wherever the membership appeared. The colour intended for Plus had also spread into the wider app, making the membership harder to recognise.

The question was whether to reserve that colour for Plus or give it a new identity, and people across Careem disagreed. I pushed for reducing colour across the wider app and leaning into Careem’s two greens, with a complementary colour that would make Plus stand out across services. I built the case by testing candidate colours against Careem green, the business colours, competitors in the region and the needs of a second tier, then carried it through review with Careem’s leadership to sign-off.

We landed on purple for Standard and black and gold for Premium. I then gave teams rules for how strongly Plus should appear, with softer colour on large surfaces, bolder colour on small badges and Careem’s core navigation and actions kept clear. Worked examples covered the screens teams built most often, from the home screen to checkout savings and cancellation.

Beyond Plus, I rebuilt design critique for Careem’s whole design organisation. The all-hands critiques were too unwieldy for people to take part properly, and designers treated them as an obligation. I broke critique into smaller cohorts and created a showrunner role, a designer who ran each session and made sure the feedback could be acted on.

With the showrunners, I set up the scheduling and follow-up that kept sessions running. Cancellations became rare and participation went up. Designers working on rides, food, groceries and payments saw each other’s work regularly, and new designers learned the team’s standards by taking part. I also mentored designers across the team.

On Plus, I wanted PMs and designers to work through variations of offers and plans themselves, with the same components and behaviour in front of them. I built a shared prototype playground for that work. In the Plus bottom-sheet explorer, a PM could change the plan, payment treatment or tier and compare the result in a live preview. The mission explorer let us tune copy and motion as progress changed. Decisions about a variation were made in the working experience, without anyone rebuilding it first.

I also pushed the Plus team to use AI in their own work and shared the workflows I relied on.