CASE STUDY · 02
Designing a superapp for the entire car lifecycle.
I designed and led the evolution of Kavak's digital experience, working on a superapp that aimed to integrate buying, selling and vehicle management into a single experience.
Role
Principal Product Designer
Team
4 Product Designers · UX Writer · UX Research
Industry
Automotive · Fintech · Marketplace
Scope
Product Strategy · UX · UI · Research · Design System
Kavak · Home
01 CONTEXT
From buying a car to managing its entire lifecycle
The project focused on designing Kavak's «superapp», a platform to buy, sell and manage pre-owned cars.
The challenge was to simplify the search, buy and sell experience while adding new tools for owners like maintenance, fines, warranties and other services.
The problem wasn't just adding features. It was making an increasingly complete platform still easy to understand and navigate.
02 RESEARCH
Understanding what the owner actually needed
I worked alongside the Research team to identify pain points, needs and opportunities through different sources of information.
USER INTERVIEWS
User interviews to understand needs and behaviors.
SURVEYS
Surveys to complement qualitative findings.
MAZE
Analysis and validation of concepts and flows.
USABILITY TESTING
Sessions with real users, in-person and remote.
WORKSHOPS
Workshops with workshop staff to understand specific service problems.
03 PRODUCT DESIGN
A modular architecture for a superapp
One of the main challenges was organizing a large amount of functionality without increasing navigation complexity.
The solution was to work on a modular experience, where the user's different needs could coexist within a clear architecture.
HOME
A simple entry point to quickly access the user's main needs.
SERVICES
Maintenance, fines, warranties and other vehicle-related services.
INFORMATION
Relevant information and notifications to help the owner stay up to date.
Home iterations and main flows.
04 MY ROLE
Designing the product also meant leading the team
As Principal Product Designer, I led the design team and worked cross-functionally with Research, UX Writing, development and stakeholders.
PRODUCT DIRECTION
Identify problems, opportunities and product priorities.
DESIGN LEADERSHIP
Manage and support a team of four designers.
COLLABORATION
Work with Research, development, marketing, customer service and the different business teams.
Responsibilities
- Wireframes & interactive prototypes
- Usability testing
- Workshops
- Collaboration with development
- Mentoring & career ladder
- Stakeholder validation
05 OUTCOME
A clearer experience for an increasingly complex product
CONVERSION
Worked to improve conversion rates across different CTAs.
ENGAGEMENT
Increased owner engagement through relevant notifications about fines and maintenance.
CLARITY
Improved perception of clarity and ease of use of the app.
SELF-SERVICE
The «Ponte al día» section helped users solve problems and manage information, reducing reliance on support channels.
06 ARTIFACTS
From research to interface
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