Tuio — Marketplace UX/UI
End-to-end UX/UI design for a vehicle subscription marketplace in Latin America — from research and information architecture to final UI and handoff.
The challenge
"Establish a seamless vehicle subscription service for Latin America — creating a UX team, defining research and design processes, and developing an MVP that reduced service time from 3 days to 10 minutes."
About TUIO
TUIO is a vehicle subscription service for individuals and businesses in Latin America, offering a hassle-free way to enjoy a new car with a fixed monthly fee that covers all necessary services like insurance, maintenance, and taxes.
Research
During the research phase, we conducted 24 stakeholder interviews and 30 customer interviews across Colombia and Mexico, along with 538 non-customer surveys. This research provided valuable insights that shaped the design and development of the MVP, aligning it with user needs and business goals. We defined clear audience segments based on behavioral and demographic patterns.
Customer Journey
The customer journey was mapped across three stages: Before (vehicle need, search, decision, verification), During (contract, delivery, usage, services), and After (recommendations and renewals). This framework helped us enhance the customer experience at each step and identify critical pain points.
Information Architecture
The IA stage organized the structure and navigation of our vehicle subscription service. We defined main sections: Home, Vehicle Listings, Brand Landing, How It Works, FAQs, Contact Us, Tools, About TUIO, and Legal. We validated the architecture through card sorting and similarity matrices, making data-driven decisions to optimize navigation.
Design System & UI
We built foundations including typography, color schemes, spacing, and iconography — ensuring all aspects of the platform were visually aligned and functioned harmoniously. The UI design stage brought the platform to life with detailed visual designs incorporating branding, color schemes, and design system components. UI testing validated visual consistency and responsiveness.
Results
We blended thorough user research, smooth information flow, and hands-on testing to create an engaging and reliable vehicle subscription service for Latin America. The most significant achievement: reducing the vehicle subscription process from 3 days to just 10 minutes, and significantly improving the Net Promoter Score (NPS) for vehicle placement.
