ABOUT THE CLIENT
Ferreyros is a top distributor of heavy equipment and Caterpillar (CAT) machinery for underground mining across Latin America.
Ferreyros is a top distributor of heavy equipment and Caterpillar (CAT) machinery for underground mining across Latin America.
ABOUT THE PROJECT
In 2023, I collaborated with the Ferreyros team to design their digital marketplace, enhancing engagement with regional machinery owners. The project included field research across three regions of Peru.
In 2023, I collaborated with the Ferreyros team to design their digital marketplace, enhancing engagement with regional machinery owners. The project included field research across three regions of Peru.
ABOUT MY ROLE AS A UX DESIGNER
• Conducted qualitative research to identify user pain points and opportunities.
• Led the ideation phase to define user-centric marketplace features.
• Supervised UI design, ensuring insights were effectively translated into an intuitive platform.
• Conducted qualitative research to identify user pain points and opportunities.
• Led the ideation phase to define user-centric marketplace features.
• Supervised UI design, ensuring insights were effectively translated into an intuitive platform.
ABOUT THE PROJECT'S IMPACT
The marketplace launched in May 2024, expanding Ferreyros’ market presence and strengthening customer engagement in the heavy machinery sector.
The marketplace launched in May 2024, expanding Ferreyros’ market presence and strengthening customer engagement in the heavy machinery sector.
THE PROPOSED SOLUTION
High-fidelity wireframes for the main sections in our marketplace proposal.
THE PROCESS
01.
ALIGNING OBJECTIVES
We started by aligning with Ferreyros’ goals for launching a used machinery marketplace. I facilitated workshops and conducted interviews with stakeholders from management, sales, and other teams, which allowed us to uncovered key objectives and expectations. Additionally, we analyzed market data, sales trends, and machinery metrics.
This deep dive helped us identify challenges and opportunities, laying the groundwork for a user-centric marketplace strategy.
02.
UNDERSTANDING THE MARKET
To shape the marketplace’s business model and value proposition, we conducted a 3-week field study across 4 regions of Peru, engaging with machinery owners, buyers, and users.
This research provided critical insights into:
• Buyer and seller needs, pain points, and interests.
• The buying and selling experience.
• Perceptions of Ferreyros and expectations for a digital marketplace.
• Buyer and seller needs, pain points, and interests.
• The buying and selling experience.
• Perceptions of Ferreyros and expectations for a digital marketplace.
Field research insights were complemented by analyzing sales and user engagement data, enabling us to identify high-demand machinery categories and prioritize features for the marketplace.
Our thorough field study allowed us to uncover 10 powerful insights for the project (left). This qualitative information was complemented with a quantitative research about the market behavior (right), allowing us to provide compelling results.
03.
IDENTIFYING OPPORTUNITIES
Our findings revealed opportunities to consider for the marketplace, including:
• The need for an inclusive platform, that caters to diverse groups, including those with limited digital experience.
• Adding complementary features like training programs, discounts, and community-building initiatives.
• Tailoring solutions to regional and cultural needs.
• The need for an inclusive platform, that caters to diverse groups, including those with limited digital experience.
• Adding complementary features like training programs, discounts, and community-building initiatives.
• Tailoring solutions to regional and cultural needs.
By addressing these insights, we crafted a strategy that balanced Ferreyros’ goals with user expectations for long-term success.
One of the main tools that allowed us to co-create the digital product was a flow chart that explained the relationships and key interactions between the marketplace, the seller, the buyer and the company's sales advisors.
04.
DELIVERING THE SOLUTION
Our proposal emphasized creating a trusted digital marketplace where users could buy, sell, or rent machinery while fostering valuable relationships. I collaborated with developers to ensure seamless integration of design elements into the platform, prioritizing technical feasibility while maintaining user-centric design principles.
Deliverables included:
• A functional digital prototype, which we used to conduct usability testing to validate and iterate o the platform's functionality, usability and experience.
• A roadmap for implementation and evolution.
• Comprehensive user stories and KPIs to track success.
• A plan for short, medium, and long-term initiatives (shown below).
• A functional digital prototype, which we used to conduct usability testing to validate and iterate o the platform's functionality, usability and experience.
• A roadmap for implementation and evolution.
• Comprehensive user stories and KPIs to track success.
• A plan for short, medium, and long-term initiatives (shown below).
As a result, Ferreyros successfully launched maquinet.com, delivering 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.