TOFAS026UX / 04TOFAŞ / FIAT UX ANALYSIS
Reading the experience
through the user’s eyes.
For TOFAŞ, we analysed the user experience across the Fiat brand’s digital channels and set out the friction points in the user journey and the priorities for improvement.
- Year
- 2026
Case study
Context and goal
Context
TOFAŞ is the automotive company that manufactures and markets the Fiat brand in Türkiye. In a considered purchase like a car, users study models and options in detail on digital channels before deciding.
Challenge and goal
Our goal was to understand this research journey end to end and turn the points that make the experience harder into a prioritised improvement plan.
Approach
What we did
User journey
We mapped, step by step, the path users follow on digital channels from first contact to the moment of decision.
Experience review
We reviewed each step for usability, clarity and consistency.
Prioritisation
We ranked the findings by impact and turned them into an improvement plan the team can act on.
Output
Deliverables and outcome
Deliverables
- User experience analysis report
- Prioritised improvement recommendations
Outcome
The team now has a shared review that reads the digital experience through the user’s eyes, and a priority list showing which step to take first. Details of the work are not shared for confidentiality reasons.
Work images
TOFAS026UX / 04Services
Services used in this project
The capabilities that came together in this project, each explained in detail on its own page.