SafeCity
โจ Highlights
THE PROBLEM
Users feel unsafe when travelling alone, especially at night
Existing safety apps lack real-time, reliable information
Emergency features are often complex and difficult to use under pressure
WHAT ARE THE USER NEEDS?
Users want a simple and reliable way to stay safe while navigating the city
They seek reassurance and confidence, especially when travelling alone at night
They need real-time information about safety conditions and surroundings
They value clear and intuitive interfaces that work well under stress
They want quick and effortless access to emergency support
They expect control and transparency when sharing their location or data
โจ The Solution
Conducted
โข 5 user interviews
โข 46 survey responses
Key Insights
โข Users often feel anxious and vulnerable, especially when travelling alone at night
โข Perceived safety is influenced by lighting, crowd presence, and environment
โข Users want real-time awareness of safety conditions around them
โข Many users feel unprepared in emergencies and donโt know what to do
โข Existing apps do not provide clear or immediate access to help
โข Users prefer simple and fast interactions in high-stress situations
UNDERSTANDING THE USER
To understand how users experience safety in urban environments, we conducted both secondary research and primary user
research focusing on real-life safety concerns and behaviours.
โจ Research Summary
Our team combined secondary research, competitor analysis, surveys and interviews to understand womenโs safety concerns
when travelling in London, particularly at night.
The research highlighted recurring needs around real-time safety information, safer route visibility, quick emergency actions
and greater control when travelling alone.
As the UI Designer, I used these insights to shape a clear, accessible interface and visual system that supported the teamโs core
safety features.
Market Insights & Competitor Analysis
PROBLEM STATEMENT & HMW QUESTIONS
โจ Design Process
The ideation phase turned our research insights into practical safety concepts for women travelling alone in London.
Using How Might We questions and MoSCoW prioritisation, our team explored ways to provide real-time safety information,
safer route guidance, quick emergency support, and simple incident reporting.
Ideation
Empowering Women to Travel Confidently Alone
Design Brief
โข Urban safety is not only about actual risk, but also usersโ perception of safety
โข Users experience anxiety and lack confidence when navigating unfamiliar or high-risk areas
โข Current solutions do not effectively combine real-time data, emergency support, and emotional reassurance
Timeline
September 2025 โ January 2026
Role
UI Designer (high-fidelity UI, visual system, interface design)
โจ Key Features
FEATURE (01) โ SOS Emergency
๐ฑ Activate SOS quickly during critical situations
๐ฑ Share live location with trusted emergency contacts
๐ฑ Use a short countdown to prevent accidental activation
๐ฑ Access emergency services directly when immediate help is needed
FEATURE (02) โ Safe Route
๐ฑ Plan safer routes based on surrounding safety information
๐ฑ View reported incidents and risk areas directly on the map
๐ฑ Stay informed while travelling, especially at night
๐ฑ Adjust routes when potentially unsafe areas are detected
FEATURE (03) โ Crime Detection
๐ฑ Detect unusual motion and potential phone snatching
๐ฑ Trigger an immediate safety alert
๐ฑ Automatically start secure evidence recording
๐ฑ Deactivate false alarms safely using a PIN
FEATURE (04) โ Safety Alerts
๐ฑ Receive alerts when approaching reported high-risk areas
๐ฑ Switch quickly to Crime Detection or a safer route
๐ฑ Get contextual safety guidance based on the current location
๐ฑ Share live location with trusted contacts when needed
FEATURE (05) โ Safety Map
๐ฑ View local Safety Scores before choosing a destination
๐ฑ Compare route options using safety-related criteria
๐ฑ Follow live route guidance to reach the destination safely
๐ฑ Receive contextual alerts while navigating
๐ฑ Use safety insights to support everyday travel decisions
FEATURE (06) โ Trusted Contacts
๐ฑ Add and manage trusted emergency contacts
๐ฑ Automatically share live location when SOS is activated
๐ฑ Let trusted contacts follow real-time location updates
๐ฑ Stop sharing once the user confirms they are safe
FEATURE (07) โ Crime Reporting
๐ฑ Report incidents with location, time, type, and relevant details
๐ฑ Add supporting evidence when available
๐ฑ Identify factors such as crowd levels, and reported crime
๐ฑ View previous reports and their current status
FEATURE (08) โ Home & Map View
๐ฑ Access essential safety actions from the home screen
๐ฑ Explore nearby areas through an interactive map
๐ฑ View location-based safety scores and heat map insights
๐ฑ Compare safer and higher-risk areas before travelling
Design System
User Testing โ High-Fidelity Evaluation
โจ Reflections
โจ The Challenge
WHAT ARE THE END GOALS OF SAFECITY?
Empowering Women to Travel Confidently Alone
SafeCity
Design Brief
โข Urban safety is not only about actual risk, but also usersโ perception of safety
โข Users experience anxiety and lack confidence when navigating unfamiliar or high-risk areas
โข Current solutions do not effectively combine real-time data, emergency support, and emotional reassurance
Timeline
September 2025 โ January 2026
Role
UI Designer (high-fidelity UI, visual system, interface design)
Design Brief
โข Urban safety is not only about actual risk, but also usersโ
perception of safety
โข Users experience anxiety and lack confidence when navigating
unfamiliar or high-risk areas
โข Current solutions do not effectively combine real-time data,
emergency support, and emotional reassurance
โจ Highlights
โจ The Challenge
THE PROBLEM
Users feel unsafe when travelling alone, especially at night
Existing safety apps lack real-time, reliable information
Emergency features are often difficult to use under pressure
WHAT ARE THE USER NEEDS?
Users want a simple and reliable way to stay safe while navigating the city
They need real-time information about safety conditions and surroundings
They want quick and effortless access to emergency support
They seek reassurance and confidence, especially when travelling alone at night
They value clear and intuitive interfaces that work well under stress
They expect control and transparency when sharing their location or data
WHAT ARE THE END GOALS OF SAFECITY?
โจ The Solution
โจ Research Summary
Market Insights & Competitor Analysis
Our team combined secondary research, competitor analysis, surveys and interviews to understand womenโs safety concerns
when travelling in London, particularly at night.
The research highlighted recurring needs around real-time safety information, safer route visibility, quick emergency actions
and greater control when travelling alone.
As the UI Designer, I used these insights to shape a clear, accessible interface and visual system that supported the teamโs core
safety features.
UNDERSTANDING THE USER
To understand how users experience safety in urban environments, we conducted both secondary research and primary user research focusing on real-life safety concerns and behaviours.
Conducted
โข 5 user interviews
โข 46 survey responses
Key Insights
โข Users often feel anxious and vulnerable, especially when travelling alone at night
โข Perceived safety is influenced by lighting, crowd presence, and environment
โข Users want real-time awareness of safety conditions around them
โข Many users feel unprepared in emergencies and donโt know what to do
โข Existing apps do not provide clear or immediate access to help
โข Users prefer simple and fast interactions in high-stress situations
The ideation phase turned our research insights into practical safety concepts for women travelling alone in London.
Using How Might We questions and MoSCoW prioritisation, our team explored ways to provide real-time safety information, safer route guidance, quick emergency support, and simple incident reporting.
โจ Design Process
Ideation
PROBLEM STATEMENT & HMW QUESTIONS
โจ Key Features
FEATURE (01) โ SOS Emergency
๐ฑ Activate SOS quickly during critical situations
๐ฑ Share live location with trusted emergency contacts
๐ฑ Use a short countdown to prevent accidental activation
๐ฑ Access emergency services directly when immediate help is needed
FEATURE (02) โ Safe Route
๐ฑ Plan safer routes based on surrounding safety information
๐ฑ View reported incidents and risk areas directly on the map
๐ฑ Stay informed while travelling, especially at night
๐ฑ Adjust routes when potentially unsafe areas are detected
FEATURE (03) โ Crime Detection
๐ฑ Detect unusual motion and potential phone snatching
๐ฑ Trigger an immediate safety alert
๐ฑ Automatically start secure evidence recording
๐ฑ Deactivate false alarms safely using a PIN
FEATURE (04) โ Safety Alerts
๐ฑ Receive alerts when approaching reported high-risk areas
๐ฑ Switch quickly to Crime Detection or a safer route
๐ฑ Get contextual safety guidance based on the current location
๐ฑ Share live location with trusted contacts when needed
FEATURE (05) โ Safety Map
๐ฑ View local Safety Scores before choosing a destination
๐ฑ Compare route options using safety-related criteria
๐ฑ Follow live route guidance to reach the destination safely
๐ฑ Receive contextual alerts while navigating
๐ฑ Use safety insights to support everyday travel decisions
FEATURE (06) โ Trusted Contacts
๐ฑ Add and manage trusted emergency contacts
๐ฑ Automatically share live location when SOS is activated
๐ฑ Let trusted contacts follow real-time location updates
๐ฑ Stop sharing once the user confirms they are safe
FEATURE (07) โ Crime Reporting
๐ฑ Report incidents with location, time, type, and relevant details
๐ฑ Add supporting evidence when available
๐ฑ Identify factors such as crowd levels, and reported crime
๐ฑ View previous reports and their current status
FEATURE (08) โ Home & Map View
๐ฑ Access essential safety actions from the home screen
๐ฑ Explore nearby areas through an interactive map
๐ฑ View location-based safety scores and heat map insights
๐ฑ Compare safer and higher-risk areas before travelling
Design System
User Testing โ High-Fidelity Evaluation
โจ Reflections