About the Project

My undergraduate thesis aims to help jeepney drivers send their children to college through introducing scholarships to them and financial evaluation.


UX Design


Graphic Design

User Testing


Jeepney terminal in Novaliches, Quezon City

The Public Utility Vehicle Modernization Program (PUVMP) is anticipated to be fully implemented on 2020.

Risk of unemployment

It is anticipated that 300,000 jeepney operators and 600,000 jeepney drivers are going to lose their jobs as they cannot afford the new modernized units despite loan offers.

Short time to prepare – financially and mentally

Even though a three-year transition period was provided, drivers are not able to articulate concrete plans on what to do when modernization fully takes place.

Lack of alternative jobs

From interviews with jeepney drivers, it is not optimal for them to just look for a new job due to their age and lack of motivation to learn a new livelihood skill.

Attachment to current job

As much as they want to have increased income, drivers are comfortable being jeepney drivers because their occupation allows them to have control over their own time.

Interviews with jeepney drivers in their terminal

Education is the greatest legacy they can pass on to their children.

This insight arose when I asked them "What is something in the household that you find the most valuable?" expecting There is not much I can do for the program itself, thus it would be better to address their main family priority as means to reduce stress when the jeepney modernization threatens them with more problems.


Character illustration for Para

Kuya Ferds is almost a senior citizen that makes Php 1000 at most in a day for his family of four. Just like most parents, he wants to secure a college education for his children, especially his eldest son Andoy who is about to go to college in 2 years.

User Journey

A jeepney driver usually uses up the entire day to work, which leaves them with their break times and coding days as their only time to rest.

There is no best time to incorporate a product in their routine. However, jeepney driver respondents mentioned that they knew the modernization program in-depth because of seminars that the government requires them to attend.

The small hut where drivers rest and recreate

Design Form & Theory

Design Rationale

To debunk the notion that they are only attracted to kitschy design, I conducted an informal test wherein they had to choose and evaluate what is more appealing to them between two designs of the same product. Results show that drivers are attracted to formal designs that follow actual design principles. Since the main users are jeepney drivers, I used themes commonly seen in their vehicles such as signages and their colors.


Colors were derived from the typical, bright, tacky colors seen on a jeepney. These colors were watered down to achieve a semi-formal style fit for learning modules.


Iskra Bold was chosen for the primary typeface because it looks like a clean version of the hand painted signs seen on jeepney signages. The goal is to still present formal materials while the style resonates with them. To complement this, Brix Sans was used for the secondary typeface because it looks like a familiar sans serif font that is also friendly for reading long paragraphs.


To establish an identity, the logo for Para is an angled graduation cap with the product name in Cubao Free Display. This reflects the main goal of drivers to secure the college funds of the jeepney drivers’ children. The flat top of the graduation cap is divided horizontally in two colors as a reminiscent of the jeepney signages of the routes found on jeepney fronts. The logos were iterated in different colors so it can adapt to different colored backgrounds and themed components.

Logo studies for Para

Wireframes of the design intervention components

Para strives to focus on the time-boundness of the problem to be able to prevent extreme loss of drivers if they do not plan ahead

To incorporate this project in the lives of the drivers, the proposed design intervention is a one-day workshop. All collaterals are accompanied with a slide deck for additional visual aid and group discussions.


Online Negosyo Primer

This primer defines what online entrepreneurship is and why will it be efficient for them to start an online business. It contains the tools and items they need to start an online business such as smartphone, internet, courier, products, and capital.

If the jeepney driver does not possess enough money to fund their business, the primer will present contacts of microfinancers within Metro Manila that can provide microfinance loans.

Education Primer

The education primer shows parents and children about the kinds of scholarships they can apply to for college. Tuition and miscellaneous rates of the universities and colleges are also included which will be used in the latter part of the workshop to fill out the forms for financial visualization

This should be able to help them decide where they should send their children for college.

Financial Review

The financial review is a set of forms the users will fill out with their work, family, and personal expenses and gains such as their boundary fees, food expenses, vehicle maintenance fees, allowance of children, daily profit, vices, and medication if they have any. When the form is accomplished, drivers are encouraged to bring it home for documentation. The purpose of the form is to give them a visualization of their daily expenses placed side by side with their recommended expenses and actions.

Its intention is for jeepney drivers to be more conscious of their budgeting decisions after the computation of their recommended profit and work hours within a certain number of months or years.


Testing the prototype to jeepney drivers


The initial and final testing were held at different times and locations. A compensation of Php 500 was given to each tester. Both terminals were noisy due to loud banters and vehicles coming and going.


Information was imparted well

With the appropriate testing set-up, the workshop and the primers were successful in helping the jeepney drivers understand the essentials of starting an online business, how their children can secure a scholarship, and to be informed about the courses and tuition rates of colleges within Metro Manila.

Components did not receive equal traction

Drivers showed the most enthusiasm for the education primer. The financial review forms and the online negosyo primer did not receive the same attention. There is a need for the components to be equally enticing.

Drivers were sometimes confused about the topic at hand

When unguided, the drivers felt the need to ask for help to understand the primers and the workshop. The components could still be clearer. This also proves that there really is a need for a facilitator when introducing the design intervention to the drivers.

Skepticism towards online negosyo

The drivers acknowledged that an online negosyo could help them with their finances. However, they were not fully convinced to start one in the near future due to their attachment to their jobs and changed views on jeepney modernization.


Para displayed at the Information Design Exhibit 2019

Para's overall package didn't incite a lot of enthusiasm because it requires the driver to exert most of the effort. In the future, Para could incorporate more family members such as the mother and the children to reduce the existing stress of their breadwinners.

It was recommended that the design intervention should be a livelihood program that entails follow-ups instead of being a full-day workshop. This would ensure that there is progress in the financial status of the driver's family and they could take confident ownership of their money and business.

Spouses could be integrated in the project since they are usually in-charge of the family's finances. Their children would also have creative and innovative ideas for possible businesses.

Kuwentong Pambata

This website is an anthology of works by Lumad students, college facilitators, and advisers. Through stories, the project aims to empower the youth.


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