Product Design
B2C
LiTRO, a forward-thinking startup specializing in fast and efficient car maintenance services on demand, set out to redefine vehicle servicing for customers in Kazakhstan and Uzbekistan. With a rapidly growing user base and an evolving business model, the project required robust UX design solutions that could adapt to shifting needs and ensure a seamless user experience across all digital platforms.
2024
Product Design
B2C, Automotive
LiTRO, a forward-thinking startup specialising in fast and efficient car maintenance services on demand, set out to redefine vehicle servicing for customers in Kazakhstan and Uzbekistan. With a rapidly growing user base and an evolving business model, the project required robust UX design solutions that could adapt to shifting needs and ensure a seamless user experience across all digital platforms. Tasked with designing adaptable and scalable digital solutions, I led UX/UI efforts that spanned mobile apps, websites, and dashboards for internal use. Collaborating with a cross-functional team—including analysts, marketers, developers, and executives—I applied the design thinking process to create a cohesive, user-centric product suite. The result? LiTRO’s rapid growth to over 40 cities, a user base of 200,000 active monthly customers, and profitability set the stage for international expansion.
Collaboration was at the heart of my work at LiTRO. Working with a cross-functional team that included business analysts, marketers, graphic designers, support staff, backend and frontend developers, and executives, I facilitated seamless communication to ensure design aligned with user needs and business objectives. We crafted intuitive, user-centric solutions by organising brainstorming sessions, conducting regular design reviews, and leveraging diverse perspectives. This collaborative approach brought clarity and cohesion to the design process and enabled us to adapt quickly to LiTRO’s evolving needs and rapid growth trajectory.
LiTRO’s journey began with a mission to simplify car maintenance for users across Kazakhstan and Uzbekistan. To truly understand users' pain points, I continuously communicated through various channels, such as in-app feedback tools and call centre reports. This deep connection allowed us to identify common frustrations, such as long booking times, complicated booking processes, and inadequate status updates. These insights informed the foundation of a user-centric design approach.
Defining clear user needs was essential to steer the project in the right direction. I collaborated closely with stakeholders and internal teams to develop a framed problem statement highlighting key pain points, aligning the design focus with user expectations and the company’s evolving strategic goals.
Many users in Kazakhstan and Uzbekistan struggle with lengthy and complicated booking processes when accessing car maintenance services.
LiTRO must provide a streamlined, user-centric solution to simplify and accelerate these processes across digital platforms.
During the ideation phase, collaboration was key. Working with a cross-functional team of business analysts, marketers, and developers, We held brainstorming sessions to create innovative solutions. These sessions produced initial concepts and a structured site map designed to ensure intuitive navigation. Design principles focused on simplicity, speed, and clarity were established to guide the creative process.
Prioritise clear and intuitive navigation across digital platforms to ensure users can easily book and track services without confusion or unnecessary steps.
Design systems and interfaces that adapt to support LiTRO’s growth, allowing for seamless integration of new features and expansion into new markets.
Emphasise quick-loading interfaces and streamlined processes to align with LiTRO’s commitment to fast, efficient car maintenance services and enhance user satisfaction and engagement.
Maintain a cohesive design language and functionality across all user touchpoints, including mobile apps, websites, and internal dashboards—to create a unified and trustworthy user experience.
This phase brought concepts to life. Starting with low-fidelity wireframes, I iteratively tested and refined each component through usability tests on platforms like UsabilityHub and UserCrowd. These tests included navigation assessments, 5-second comprehension checks, and detailed feedback loops. High-fidelity prototypes and mockups were created to showcase realistic user flows, ensuring the designs were intuitive and met user expectations.
