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Smart Advice is a gourmet social network solving an issue of a good dinning recommendations. It’s a unique algorithm developed in University of Trento it gives user a precise recommendations based on his taste, trusted people and knowledge of unique local aspects.

We’ve done a project kick-off session with all the team involved into it. Founders shared their vision, some statistics proofing their assumptions and partnership strategy. We did several brainstorming sessions to set hypotheses about target users, existing problems and what exactly we can solve with the help of our technology.

Smuuv is a platform that optimises your driving experience using data collected from user's vehicle. As outcome user gets insights on driving style, tips on safety and how to save more fuel, can get better rank for insurance and offers from Smuuv's partners network.


Project overview

Problem definition

User needs assumption

User Research
Competitor analysis
User Personas

App structure
Use Cases

Brand Style
UI Design
Hi-fi Prototype

Usability testing

My role: UX/UI Designer
Client: Smuuv GmbH

Scope of work

  • Design App for drivers

  • Brand identity

  • Design UI for  Promo-website

  • Graphic Design for promotion campaign

  • Package design

Design Process

Key insights

​In general all our hypothesis were confirmed with slight corrections:

  • User would like system to remind them on a regular vehicle maintenance;

  • Would like to have a wiki-like info on possible car issues and rand of their severity.

  • Various statistics: monthly fuel costs and consumption, amount of risky situations;

  • Logbook (covered kilometers) is important for tax return;

  • Willing to drive more eco-friendly;

  • Would like to have car service offers;

  • Novice drivers would prefer a voice assistance during driving: what is current speed limit, traffic jams ahead,

  • Payment for fuelling right near the car;

  • “Where did I park my car?”

  • Emergency call for an ambulance in case of a severe accident

Problem definition

  • Many drivers experience driving problems;

  • Most vulnerable group is novice drivers.

  • The most expensive drivers insurance is for beginners.

User Needs (assumptions)

  • Novice drivers need help and supervision for the first solo-driving.

  • Decrease insurance costs as soon as possible.

  • What is the best offer for fuelling nearby?

  • Drivers need help when car has technical error.

  • Drivers need reminders about car service.

  • Remote theft protection.

User Research

I've reached out users of different age groups and with various driving experience. Our interview where focus on understanding main pain points. We aimed to validate our assumptions and figure out if we missed something.

Research goals:

I've reached out users of different age groups and with various driving experience. Our interview where focus on understanding main pain points. We aimed to validate our assumptions and figure out if we missed something.

User Persona

We already knew that according to statistics every year there are more than 2.5 million car accidents in Germany and more than 60% of them are caused by non-experienced drivers.
One of our main goals was to increase safety on the roads, thus we picked novice drivers as a target users and didn’t our best to build a relevant user persona.
Through interviews we understood that parents, partners have a real need to supervise their novice drivers — they would like to have a look of driving style, risky situations, over speed etc.
Secondary user groups:
More experienced drivers who is more focused on financial and environmental aspects of driving and would like to get more insights on how to drive more efficient with less impact to our planet.
Business customers. This type of users is more interested in effortless driving info collection for business trips reports and refund applications.

Competitors Research

During this research we needed to define what will make Smuuv stand out of competitors?
Our closest competitors appeared to be TankTaler and PACE. Both of them are mostly focused on log book tools and GPS track recording. PACE gives on top some performance metrics.
Our unique selling point was our algorithm that brought smartness into all the setup and made a clear difference between simple logging and recommendations coming from analytics of what is being recorded.
On top of it we've decided to bring a gamification element into a system. So drivers were benchmarked not only with best practices but also with nearby drivers, so a user always would have an option to see how good he is doing in comparison to his friends.

Research Conclusion

  • Smuuv mission was defined to help unexperienced drivers, supporting them with advice on how to drive safer and friendlier to environment as well to help them to save money on their vehicles.

  • Primary user benefits: following Smuuv's recommendations it will be possible to reduce fuel consumption. In the same time it should help to reduce risk of an accident, which results in getting better insurance score and results in saving money.

  • Secondary benefits: partners network will provide multiple offers which — user will be able to get a better deal on various types of service (car wash, tire replacement etc.) .

  • Gamification options: develop driving score based of driving style (risky situations, eco-friendliness). organise challenges among related users and offer some valuable prizes.

I've made also usability tests on both competitors using it by myself for a while and noticing both good and not so much things in it's UX. Tried to figure out strongest concepts in both apps as well as pain point from UX perspective.

3. UX Design

Main Use Cases

  • Assistance during driving;

  • Check vehicle technical status;

  • Fuelling: find best price around, build rout, fuel, pay from app.

  • Check the driving score from your related novice driver ( child, partner);

  • Browse offers and redeem driving points.

Application Map


High-fidelity mockups

  • Landing page for user engaging;

  • Leaflets and roll-up for exhibition;

  • Package for dongle.


By the end of initial phase we were able to gather more feedback and perform more precise user testing. We organised 34 test users.

We've measure our success with HEART metrics :

  • Net Promoter Score — 73%

  • average session length and frequency — 4 minutes, 3 times/week;

  • crash rate per session: 0.3%.

  • amount of users, who wanted to invite friends to driving score challenge — 11/34;

  • amount of requests of driving report for insurance company — 4/34;


General conclusion: Users found an app interesting and even were willing to share insights received from it with friends.

Few features stayed undiscovered, so we could conclude that app should be more tailored for each user persona, dependent on initial preferences.

After Thoughts

Improvements that I see at the moment:

  • tailor the main screen to customer needs based on their  type/role and needs (novice driver, parental control, business needs etc.) by asking their goals and preferences during onboarding; 

  • amend feature set for electric car owners: (network of chargers, similar to best price fuel);

  • to increase learnability we can make a progressive revealing of feature during usage or add a "Learn how guide" in main menu. 

UI & Graphic Design for Promotion

4. UI Design

Brand Identity

Logo was already designed, thus we've focused only on color scheme.