Igor Baliberdin
Aug 3, 2018 · 3 min read

UX project for the Vespa scooter brand, with the purpose of increasing sales conversion, relevance among digital influencers and that may come to head the searches for new lifestyle in large urban centers in Brazil, starting with the city of São Paulo.


The project consisted of bringing the Vespa brand to an audience beyond its brand enthusiasts or advocates, introducing this scooter into the wish list of the most varied public within the urban space. In addition it comes with a proposal to make its visual identity younger and more adherent to the digital culture and its influencers.

1. How to do it?

2. Creating Personas

In this first phase of the design project, we did some interviews with people who were part of the campaign target and identified 4 important people.

With these well-defined personas, I came to think of the tools and means to talk to this target in a way that was as natural as possible, changing as kids, using my personal experience as a biker, and went after doubts and generated hypotheses that justified a migration of doubt style and vehicle, for a Vespa scooter.

3. Wireframes

At this point, already with some hypotheses raised, I created sketches that would give me a better idea of how this discourse would be built and in a convincing way through tools and resources that would make this branding experience in a product experience.

4. Usability Tests and UX Writing

With the hypotheses raised in the previous step in hand, I was testing with some users who had the profiles very similar to our people. The answer was very positive and what I could learn from this research was:

  • you need to understand 100% of the audience and the product you are delivering;
  • must understand the biker as an element that gives movement to the great urban centers;
  • put yourself in the shoes of this user to feel the impact that your value proposition brings to the brand, the cities and the end user through a text that touches without appearing tacky or too straight to the point.

5. UI Design

Visual concept and user's tools application.
Benefit and advantages platform + sales platform (e-commerce).
Web project implementation.
Project application on mobile devices.

What I've learned with design process in this project

  • Understanding the business as a whole and this covers knowing how to measure results and how design as a tool is important in this understanding process;
  • Know how to measure metrics and KPIs give a different dimension of the product and its real impact within a sales ecosystem, from branding to in-store conversion (virtual or not);
  • That it’s too good to work with the two things we love the most: motorcycles and people.

Igor Baliberdin UX Designer

A little bit about me and my design process in a text…

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