The problem



Somos Moto is a unique digital motorcycle buying and financing marketplace. The platform connects buyers with dealers and lenders, providing a friction free, fast and informed shopping and financing experience.


Finding updated and thorough information about motorcycles is challenging. It requires an effort to navigate through many websites to get the necessary information to buy a new motorcycle. Bikers have to make more than four visits to a dealership to buy a new motorcycle. How might we provide accurate information for people who are interested in motorcycles to reduce the number of visits to a dealership?

Since there was a small team, I undertook many tasks beyond my core skill set to support the team


UX / UI Designer / Branding


Auto Fintech Latam


December 2017


Gather information


To address these challenges, we needed to know more about bikers and what they look for in a new motorcycle. I conducted field studies, surveys, interviews and focus groups.

Field Study

Observing the users in their natural environment—dealerships— was useful to analyze their behavior.


This exposition of motorcycles was a good place to identify the variety of users.



There are different users based on the type of motorcycle that they choose. And they mainly care about the cylinder capacity, how the motorcycle looks, the price and how comfortable it is.

424 User answers
20 Gifts delivered

What bikers look for when choosing a new motorcycle?


focus groups and interviews

I had the opportunity to talk with different users, from those who only use their motorcycle as a work or transport tool, to the user who is passionate about the industry, and partake in its lifestyle and culture.


Start with words

User flow

When users search for motorcycles, they can compare models and save them to favorites. Once they want a model, they can finance it or send a request of interest in which a salesperson will support them in the whole process.

Somos Moto Flow


User interface


From the home page, bikers can search their ideal motorcycle by four types of searching: Quick Search, Search by Style, Search by Brand, or Guided Search.

Somos Moto Homepage

Search results

After a previous search, users can get a more specific search by a variety of filters that show real-time results. Besides, they can order and choose display options to decide how to see the motorcycles' cards.

Search Results

Motorcycle Page

Once users pick one motorcycle card, they will see the motorcycle page with thorough information providing technical specifications, videos and galleries, and much more. Users can even play the sound of the engine, add the model to favorites or to compare.

Model Page

Compare motorcycles

The best way to be sure about a purchase decision is through effective comparison content. In this page, the user can compare up to 3 models and download the result in PDF format for easy printing

Guided Search

If users don't know which motorcycle to buy, this feature guides them through some prompts. Motencio, the character, changes his clothes based on the answers to match the users' profile and give them recommendations.




After design iterations, we were all excited to see the project on the internet. Since its launch, the product has helped hundreds of people to buy a new motorcycle. It also received the award Startup Peru in the category of Innovative Ventures achieving a funding for the Peruvian goverment

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Innovative Ventures 7th Generation

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