Innovation

Muslim Mode is a unique setting within the Yango app for drivers designed specifically with their lifestyle in mind. When activated, the feature uses real-time data on prayer times to guide drivers toward the nearest prayer room and adjusts ride requests in that direction. This innovation helps drivers observe their faith without sacrificing work opportunities. As Aleksandr Vatutin, Product Manager at Yango, explained: "We created something different... it gives drivers a chance to honor their beliefs and provides an opportunity to remain with their religion even at work."

While some local competitors have introduced similar features during specific religious periods, such as Ramadan, Yango has gone a step further. Muslim Mode is a permanent, 24/7 feature available in 8 countries of Yango's presence. This approach reflects the company's guiding philosophy to “go global, act local.” It’s not just about offering a ride-hailing app worldwide. It's about understanding and adapting to the values and customs of each community.

Inspiration

The idea for Muslim Mode was born during Yango’s 2025 “Winter Freeze” hackathon – an annual internal event dedicated to reflection, experimentation, and creative problem-solving. A small but passionate group of 4 proposed and built the prototype of the feature. The team recognized that Yango operates in several Arab and MENA countries, where faith is deeply woven into daily life. Through research and conversations, they learned that local businesses often adapt their operations to reflect cultural and religious practices. To follow the best, the team envisioned a feature that would make Yango’s driver app more welcoming and supportive for Muslim drivers.

One Product Manager and three Software Developers. Driven by a shared belief in the idea, they turned the concept into reality. Within only a week and a half after the hackathon, Muslim Mode moved from prototype to full launch. The project demonstrated how innovation can thrive in small teams fueled by purpose. As Aleksandr Vatutin reflects: “It resonates with our values 100%. If it didn’t, we wouldn’t do it. In all the projects we lead, we try to follow the principles of being practical and hyper-local.” Muslim Mode proves how a simple idea can evolve into a feature that connects technology with human values.

Overall impact

The introduction of the Muslim Mode in Yango’s driver app proved to be a meaningful innovation that unites business success and social value. What began as an experiment quickly became one of Yango’s most well-received updates in the MENA region. “...We received quite a lot of media coverage, and this topic was liked by people who do not interact with our platform daily, not to mention the people who work with us on the platform and fulfil our orders,” - proudly recalls Aleksandr Vatutin.

From a business perspective, the innovation has strengthened Yango’s reputation as a company that listens to stakeholders and respects local context. As Vatutin explains, “Muslim Mode directly hits the point of attractiveness and clarity for drivers within the MENA region.” The feature helped Yango stand out among competitors, transforming its identity from a distant international brand into a local people-centric service.

From a social perspective, Muslim Mode has provided a sense of comfort and identity to the drivers. Aleksandr emphasized that it “adds a sense of identity…even while they are at work.” Importantly, Yango ensured that the feature would not disrupt operations or reduce drivers’ earnings. By integrating cultural and religious needs into a digital product, the company showed that business innovation can serve human values without compromising efficiency or profit.

This initiative contributes to three United Nations SDGs:

Global Goal 8 – Decent Work and Economic Growth, by creating an inclusive work environment for drivers;

Global Goal 10 – Reduced Inequalities, by recognizing diverse cultural and religious needs;

Global Goal 11 – Sustainable Cities and Communities, by building digital infrastructure that optimizes car usage.

Through the combination of cultural sensitivity and technological innovation, Yango’s Muslim Mode illustrated how a technological feature can contribute to the broader global agenda for sustainable development.

Business benefit

While Muslim Mode was not initially conceived as part of Yango’s corporate growth strategy, its impact has been evident. The feature brought the company both tangible and intangible business advantages, strengthening Yango’s position across the MENA region. The sensitivity to cultural nuance has built trust among Muslim drivers and contributed to higher levels of satisfaction and loyalty to the platform. “The approval of this feature and the level of usage from the general base of drivers reach solid double-digit percentages,” highlights Aleksandr Vatutin. Strong adoption rates show that Muslim Mode met a real need. And for the business, the more satisfied drivers it has, the better. Muslim Mode demonstrates that social awareness is a powerful driver of long-term business sustainability. Doing the right thing can be a good strategy, too.

As Aleksandr Vatutin states: “When a company’s goals don’t resonate with the goals of the people working within it, the result is something incoherent and confusing. It feels strange when everyone is running in different directions. That’s why I can say that our goals, projects, and the outcomes we’ve achieved have always aligned closely with the same core issues and our shared global objective.” This harmony between business, people, and planet is what makes Muslim Mode far more than a technological feature. It embodies the belief that true innovation begins with understanding.

By integrating cultural awareness into its global operations, Yango has shown that respecting local identity can drive both social inclusion and business success. Muslim Mode is a unique example of how digital innovation can bridge cultural differences and contribute to a more sustainable future of urban mobility.

Social and environmental benefit

The societal impact of Muslim Mode lies in its recognition of the everyday realities of Muslim drivers. In an industry where global technologies often overlook tradition, this feature stands out. It reflects Yango’s commitment to mutual respect, belonging, and understanding. These are the values that are at the heart of a sustainable and fair society.

Beyond its social dimension, Muslim Mode contributes to environmental sustainability. The feature uses smart routing technology that not only guides drivers toward a nearby prayer room but also matches them with passengers traveling in the same direction. By optimizing routes, Yango helps lower fuel consumption and CO₂ emissions, showing that empathy-driven innovation can also support environmental goals.

Interview

Aleksandr Vatutin, Product Manager