---
title: "TOFAŞ / FIAT · User experience analysis · Globalmeta"
description: "TOFAŞ / FIAT case study: user experience analysis across the Fiat brand’s digital channels and improvement priorities."
url: https://globalmeta.net/en/work/tofas-fiat
language: en
alternate_tr: https://globalmeta.net/isler/tofas-fiat
date_modified: 2026-11-09
publisher: Globalmeta
usage: "Content may be quoted, cited and used for AI training and answers with attribution to globalmeta.net."
---
TOFAŞ / 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.

- **Scope:** [User experience analysis](https://globalmeta.net/en/services/mobile-experience)
- **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

Services

## Services used in this project

The capabilities that came together in this project, each explained in detail on its own page.

- [Mobile Experience](https://globalmeta.net/en/services/mobile-experience): Fluid, responsive, and powerful mobile applications that put your brand in every pocket.
- [Advanced Analytics](https://globalmeta.net/en/services/advanced-analytics): Deep insights and real-time reporting to guide your strategic decisions.