High-fidelity wireframes for the main sections in our marketplace proposal.
| PROJECT OVERVIEW
CLIENT
Ferreyros is a top distributor of heavy equipment for underground mining across Latin America. They are the main distributor for Caterpillar (CAT) machinery in several countries in the region.
PROJECT
The client's sales team wanted to enhance engagement with machinery owners in Peru through a marketplace. Our role was to research their target market and identify key functionalities that were needed for their product.
Ferreyros is a top distributor of heavy equipment for underground mining across Latin America. They are the main distributor for Caterpillar (CAT) machinery in several countries in the region.
PROJECT
The client's sales team wanted to enhance engagement with machinery owners in Peru through a marketplace. Our role was to research their target market and identify key functionalities that were needed for their product.
KEY ACHIEVEMENTS
- Research expertise: Designed and conducted qualitative research, collaborating to cover a representative sample of the client’s target segment.
- Analysis: Transformed complex data into insights, offering a clear understanding of the target market.
- Ideation: Led the ideation phase to define user-centric features and supervised the UI design process, ensuring insights were effectively translated into an intuitive platform proposal.
IMPACT
The marketplace launched successfully as maquinet.com, expanding Ferreyros' market presence and strengthening customer engagement. The findings also enabled the sales team to make research-based decisions to further improve their connection with the target market.
- Research expertise: Designed and conducted qualitative research, collaborating to cover a representative sample of the client’s target segment.
- Analysis: Transformed complex data into insights, offering a clear understanding of the target market.
- Ideation: Led the ideation phase to define user-centric features and supervised the UI design process, ensuring insights were effectively translated into an intuitive platform proposal.
IMPACT
The marketplace launched successfully as maquinet.com, expanding Ferreyros' market presence and strengthening customer engagement. The findings also enabled the sales team to make research-based decisions to further improve their connection with the target market.
| RESEARCH & DESIGN PROCESS
01.
ALIGNING OBJECTIVES
We started by aligning with Ferreyros’ goals for launching a used machinery marketplace. To do so, we facilitated workshops and conducted interviews with stakeholders from several teams, allowing us to uncovered key objectives and expectations.
We started by aligning with Ferreyros’ goals for launching a used machinery marketplace. To do so, we facilitated workshops and conducted interviews with stakeholders from several teams, allowing us to uncovered key objectives and expectations.
This initial deep dive helped us identify challenges and opportunities, as well as information gaps we wanted to fill with our research process.
02.
UNDERSTANDING THE MARKET
We conducted a 3-week field study across 4 regions of Peru, engaging with machinery owners, buyers, and users. It provided critical insights into the target segment and their needs, pain points, and interests. Additionally, we uncovered how the machinery market worked and the expectations for a digital marketplace.
We conducted a 3-week field study across 4 regions of Peru, engaging with machinery owners, buyers, and users. It provided critical insights into the target segment and their needs, pain points, and interests. Additionally, we uncovered how the machinery market worked and the expectations for a digital marketplace.
Our field research insights were complemented by analyzing sales and user engagement data, enabling us to understand market behavior, interest and trends for different machinery categories.
We uncovered several powerful insights for the project (left) which was complemented with a data analysis about the market's behavior (right), allowing us to provide compelling results for stakeholders.
03.
IDENTIFYING OPPORTUNITIES
Our findings revealed several opportunities to be consider for the marketplace, including:
- Versatility: Tailoring solutions to regional and cultural-specific needs.
- Accessibility: The need for a platform that caters to diverse groups, including those with limited digital experience.
- Benefits: Adding complementary features like training programs, discounts, and community-building initiatives.
Our findings revealed several opportunities to be consider for the marketplace, including:
- Versatility: Tailoring solutions to regional and cultural-specific needs.
- Accessibility: The need for a platform that caters to diverse groups, including those with limited digital experience.
- Benefits: Adding complementary features like training programs, discounts, and community-building initiatives.
By addressing these insights, we crafted a strategy that balanced the company’ goals with user expectations for long-term success.
Flow chart for the interaction between the marketplace, the user and the company.
04.
DELIVERING THE SOLUTION
Our proposal materialized our findings from the previous steps into an intuitive marketplace where users could buy, sell, or rent machinery while fostering valuable relationships.
Our proposal materialized our findings from the previous steps into an intuitive marketplace where users could buy, sell, or rent machinery while fostering valuable relationships.
Deliverables included:
- A functional, validated high-fidelity prototype.
- A roadmap for the product's implementation considering the company's ecosystem.
- Comprehensive user stories and KPIs to track success.
- A functional, validated high-fidelity prototype.
- A roadmap for the product's implementation considering the company's ecosystem.
- Comprehensive user stories and KPIs to track success.
As a result, Ferreyros successfully launched maquinet.com, a user-friendly platform that strengthened their market position and engagement.
Along with the digital product design, we delivered a detailed roadmap for the client to follow from the product's preparation to implementation, considering different areas in the company.
| THE TEAM
