Andrés Ballén - UX Lead designer

Tuio – Marketplace

About

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.

Cliente: TUIO
Proyecto: UX/UI
Date: 2024

The challenge

The main challenge of the TUIO project was to establish a seamless vehicle subscription service for Latin America. This involved creating a user experience team, defining research and design processes, and developing a Minimum Viable Product (MVP). Extensive stakeholder and customer interviews were conducted to gather insights. The project successfully streamlined operations, reducing service time from three days to ten minutes, and significantly improved the Net Promoter Score (NPS) for vehicle placement.

Project overview

Research

During the research phase of the TUIO project, 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.

Audience Segments

The customer journey

The customer journey has three stages: Before, During, and After. “Before” involves vehicle need, search, decision, and verification. “During” includes contract, delivery, usage, and services. “After” covers recommendations and renewals. This framework helps us enhance the customer experience at each step.

Information & Content architecture

The information architecture stage organizes the structure and navigation of our vehicle subscription service. This includes defining the main sections, such as Home, Vehicle Listings, Brand Landing, How It Works, FAQs, Contact Us, Tools, About TUIO, and Legal. Each section is meticulously designed to provide clear pathways for users to find information, explore options, and perform actions, ensuring a seamless and intuitive user experience.

Testing – Information architecture

The information architecture testing stage involves evaluating the structure and organization of our content to ensure it meets user needs. Using techniques like card sorting and similarity matrices, we gather insights on how users group and label different pieces of information. This helps us identify patterns and make data-driven decisions to optimize navigation and improve the overall user experience.

Design principles

Our design principles aim to create an intuitive and user-friendly experience. We focus on empowering users, ensuring simplicity, effective communication, and transparency. These principles guide our design process, enhancing the overall user journey and building trust.

Wireframing

The wireframes stage involves creating simple, visual blueprints of our platform’s layout and functionality. This helps us plan the structure, placement of elements, and user interactions before moving on to detailed design. Wireframes allow us to focus on usability and navigation, ensuring a seamless and intuitive user experience.

UI – Design system: Foundations

The foundations of our design system establish the core elements and guidelines for creating a cohesive and consistent user experience. These include typography, color schemes, spacing, and iconography. By defining these foundational components, we ensure that all aspects of our platform are visually aligned and function harmoniously, providing a seamless and intuitive experience for users.

UI Design

The UI design stage focuses on bringing our platform to life with visually appealing and functional elements. This involves crafting detailed visual designs that incorporate our branding, color schemes, typography, and design system components. By emphasizing aesthetics and usability, we aim to create an engaging and intuitive user interface that enhances the overall user experience.

UI testing

The UI testing stage involves evaluating the visual and interactive elements of our platform to ensure they function as intended and provide a seamless user experience. This includes usability testing, visual consistency checks, and responsiveness assessments. By rigorously testing our UI, we identify and address any issues, ensuring a polished and user-friendly final product.

Achievements


Wrapping up the TUIO project, we blended thorough user research, smooth information flow, and hands-on testing to create an engaging and reliable vehicle subscription service for Latin America. By focusing on user needs and constant feedback, we crafted a solution that’s not just functional but truly delightful to use. Our work on TUIO reflects our passion for innovation and user-friendly design, much like how your mixed-breed cat effortlessly blends different traits into a unique and lovable companion.