Wheelciti

Overview

Wheelciti was a startup concept developed during the UNDP Cambodia Bluetribe Incubation Program. Working alongside the founding team, we evolved the initial idea from an emergency roadside assistance service into a digital platform connecting motorists with automotive service providers. As a co-founder, I helped shape the product concept while leading the brand identity and UX/UI design, transforming the idea into a tangible startup concept through branding and an interactive prototype.

What I Did

• Co-developed the startup concept, business model, and overall product direction with the founding team.

• Designed the Wheelciti brand identity, including the logo and visual identity.

• Designed the complete product prototype, translating the team's ideas into a cohesive user experience.

• Created user flows and interface designs to demonstrate how motorists could discover, book, and access automotive services through the platform.

• Contributed to the design and visual storytelling of the team's pitch deck.

  
  

Outcome

The founding team successfully completed the Bluetribe Incubation Program, transforming an initial idea into a well-defined startup concept with a clear brand identity, business model, and product prototype. Following the completion of the program, the founding team decided not to pursue the venture further.

For me personally, the experience achieved exactly what I had hoped for. I joined the program to challenge myself beyond my comfort zone, learn how startups are built, and accept that failure is part of the learning process. Although Wheelciti never launched, it gave me first-hand experience in product development, collaboration, and turning an idea into something tangible. The journey reinforced an important lesson that continues to guide my work today: some of the most valuable experiences come not from the projects that succeed commercially, but from having the curiosity and courage to build something new.