Careem Plus

A membership lives or dies on whether people feel what it’s worth. I led design for Flywheel 2.0, the rebuild of every Plus experience, from the first time someone sees Plus to the moment they think about cancelling.

Plus where people already spend

Someone booking a ride or ordering food came to finish a purchase. Plus had to make its value clear in that moment without getting in the way. I showed what the membership would save on that order and gave the offer a clear place beside the main transaction. I worked with Growth on the experiments behind acquisition, including the food home takeover and tests of the annual plan.

Savings you can see

Members judge a subscription by what it saves them, so we made the savings impossible to miss: in the order tracker as it happens, in a monthly recap, and in lifetime milestones worth celebrating.

Keeping members who meant to stay

Some cancellations are just a failed card. I designed subscription continuity: fallback cards, alternative payment methods and a grace period, so a payment problem doesn’t end a membership.

Partnerships

For e& customers, an offer in the e& app led into Careem without a direct integration. Some people then had to create a Careem account before they could claim Plus. The experience could feel like starting again. I worked on connecting that activation journey, keeping the offer clear as people moved between the apps and through account setup. Conversion went from 10% to 60%.

Most members lived in one service. Missions gave them a reason to try another, with Plus days or wallet credit for completing tasks across Careem. I designed the mission system end to end, including the reward and completion experience. In the mission explorer, I tested how the card could respond as someone got closer to finishing, with more specific progress and a reward moment at completion.

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. 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.

We landed on purple for Standard and black and gold for Premium. I then gave teams rules for how strongly Plus should appear: softer colour on large surfaces, bolder colour on small badges, with Careem’s core navigation and actions kept clear.

Careem’s all-hands critiques were too unwieldy for people to participate properly. I broke them into smaller cohorts and gave each session a showrunner responsible for shaping the discussion and making the feedback actionable. Scheduling and follow-up became a shared responsibility, so keeping critique running did not depend on one person. Cancellations became rare and participation improved. I also mentored designers across the team.

I built a shared playground where PMs and designers could change real components themselves. The Plus bottom-sheet explorer let them vary the offer, plan, urgency and payment treatment in one live preview. The mission explorer let us tune copy and motion as progress changed. We could compare how the same component behaved across scenarios without rebuilding each variation.