Grupo Purdy: All-in-One Mobility Experience
Timeline: June 2024
Client: Grupo Purdy is a leading Costa Rican business group managing renowned mobility brands, including Toyota, ZipCar, Budget, Interbus, Te Llevo, and Yo Voy, shaping the future of transportation in Costa Rica.
Challenge: Developing a one-stop shop to unify all mobility services offered by Grupo Purdy into a seamless, integrated experience.
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The problem:
Grupo Purdy offers a wide range of mobility solutions serving different markets across the country. However, there is limited brand awareness that Grupo Purdy is the force behind them all. From a business perspective, managers aimed to centralize everything into a single channel that could redirect users to the appropriate solutions, allowing them to better understand customer needs across all their brands.
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Objective:
Understanding the unique solutions offered by each of Grupo Purdy's companies to design a unified, user-friendly experience that seamlessly brings them all together.
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My role:
Led user research, created the user flow, designed wireframes and prototypes and developed the visual design.
Market Research
Insights from a Competitive Analysis of 11 Global Mobility Brands.
In-depth interviews to 5 Company Managers.
Insights from a Competitive Analysis of 11 Global Mobility Brands
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CX and Filters:
For most users, the key to a successful experience lies in the search filters: they must be easy to use and adaptable to their specific needs.
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The Value of Payment:
Ensuring a seamless and secure payment process is crucial, with flexibility to accommodate different user needs and preferences.
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Mobility Ecosystem:
The platform’s quality is defined by its ability to offer a wide range of transportation solutions within a specific area while seamlessly integrating the 3 core actions: planning, booking, and payment.
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MaaS vs. Aggregators:
MaaS (Mobility as a Service) designs a complete route, integrating different transportation options and guiding the user throughout the entire journey. In contrast, aggregators offer a variety of choices, but users must manually plan their routes and purchase services separately.
In-depth interviews to 5 Company Managers
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Diverse Services for Varied Needs:
Grupo Purdy's services cater to a range of needs, from private transportation to corporate human resource transfers and package delivery, covering diverse market segments.
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A Unified Visual Language and Tone of Voice:
Developing a design system and a universal tone of voice will ensure brand consistency across all of Grupo Purdy’s digital solutions, while streamlining the design process for each platform.
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Clearly Defined Markets:
Each brand has a well-defined target market and a clear understanding of the needs they address. Even the newer brands, like Te Llevo and Yo Voy, have quickly adapted to market demands based on their business focus.
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Off-Season Growth Opportunity:
Both Interbus and Budget show interest in expanding their local customer base during the off-season while maintaining their primary focus on tourism services.
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Investing in Proprietary Digital Solutions:
Interbus, Te Llevo, and Yo Voy are actively developing apps and web solutions to enhance user experience and gather valuable data.
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Outdated Websites:
If the MVP redirects users to individual websites, updating each site’s content is essential. ZipCar’s corporate site lacks clear service explanations, while Te Llevo and Yo Voy have websites still under development.
Designing
User Journey.
Lo-fi wireframes.
User Journey
A landing page designed to appear when users search for any type of mobility solution, serving as the starting point for their journey.
Lo-fi wireframes:
By User Needs:
We designed a proposed user flow that presents users with solution options first, guiding them to the appropriate services without brand limitations.
By Brands:
We designed a user flow that channeled options by company, allowing users to explore the specific solutions offered within each brand.
Outcome
Final Design.
Final Design
🔄 Flow by Need
The client opted for a needs-based flow, giving them the ability to gather detailed insights into customers' specific requirements.
🎨 Grupo Purdy Brand Awareness
Key design components were created as the foundation of a potential design system. The landing page serves as the first step in building brand consistency.
📱 WhatsApp as a Unique Customer Service Channel
Managers chose WhatsApp as the contact point on the final screen of all sub-flows, making it easier to gather both quantitative and qualitative user data.
For the Future
Lessons Learned.
Lessons Learned
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Impact
Although the client did not continue the process with our team, maintaining the relationship would have been valuable to measure the landing page's quantitative impact and assess its overall performance.
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Continuous Iteration
Maintaining ongoing collaboration with the client could have allowed for continuous improvements, incorporating real user feedback and performance data to optimize the solution further.