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turo.html
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<body>
<h1>Turo Web Design</h1>
<img src="https://res.cloudinary.com/diwuyv3c8/image/upload/v1735663212/turo-logo_uhxmn7.svg" alt="Case Study 1">
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<h2>Overview</h2>
<p><a href="https://turo.com" target="_blank">Turo</a> is a peer-to-peer car sharing platform where car owners can list their personal vehicles for others to rent. It operates like an "Airbnb for cars.".</p>
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<h3>Role and Responsibilities</h3>
<p>As a Web Designer in marketing, I created and executed digital campaigns through online ads, promotional landing pages, and newsletters while ensuring brand consistency and engagement across all marketing materials.</p>
<h3>Project Timeline</h3>
<p>About a 5-year freelance collaboration with Turo.</p>
<h3>Team Structure</h3>
<p>Our Canadian marketing ecosystem included web writers, translators, and myself, working under Marketing Program and Sales managers, with oversight from the Brand and Product manager at Turo's San Francisco headquarters.</p>
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<h2>Problem Statement</h2>
<h3>Problem To Solve</h3>
<p>Turo solves two key problems: it helps car owners earn money from their vehicles when they're not using them, while giving renters more affordable and diverse vehicle options compared to traditional rental companies.</p>
<h3>Business Goals</h3>
<p>Maximize the growth of their car-sharing marketplace by increasing both vehicle listings and rental bookings, while expanding into new markets and maintaining strong user satisfaction to establish themselves as the leading peer-to-peer car sharing platform globally.</p>
<h3>User Goals</h3>
<p>Turo's two user segments have distinct goals: Hosts aim to generate passive income by safely sharing their vehicles and managing rentals efficiently, while Guests seek convenient access to a diverse selection of vehicles at competitive prices with a smooth booking and rental experience.</p>
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<h2>Research and Insights</h2>
<h3>User Research</h3>
<p>User research combined data-driven A/B testing to optimize marketing performance with valuable insights gathered through close relationships with the Host community. This dual approach of quantitative tracking and qualitative feedback from hosts helped inform and refine marketing initiatives for better engagement and results.</p>
<h3>Persona</h3>
<p>The Host ranges from individual car owners to entrepreneurial fleet managers who treat vehicle sharing as a business venture. These savvy operators often manage multiple vehicles, focusing on maximizing returns through strategic pricing, great service, and efficient fleet management. They leverage the platform's tools to grow their car-sharing business and build a strong reputation.
The Guest is often an urban professional or traveler seeking flexible transportation options. They value convenience, variety in vehicle choices, and competitive pricing compared to traditional rental services. They are comfortable using mobile apps and prioritize user reviews when making rental decisions.</p>
<h3>Key Insights</h3>
<p>Turo's key insights reveal a thriving peer-to-peer car sharing platform powered by network effects, where more hosts attract more guests, creating a self-reinforcing growth cycle. They particularly focused on cultivating entrepreneur-hosts managing multiple vehicles as a strategic segment, recognizing these power users as crucial drivers of platform growth and professional service standards.</p>
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<h2>Ideation and Strategy</h2>
<h3>Brainstorming and Ideation</h3>
<p>Ideation took root in popular culture and references. Building strong local communities was central to Turo's growth, particularly in Quebec where marketing leveraged French Canadian culture and language to forge authentic connections with users.</p>
<h3>Design Principles</h3>
<p>Turo's core design principles prioritized trust and safety through transparent processes, while fostering a community-first culture and ensuring an intuitive, efficient experience for both hosts and guests.</p>
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<h2>Testing and Validation</h2>
<h3>User Testing</h3>
<p>Marketing initiatives, including newsletters, Google ads, and promotional landing pages, were continuously optimized through A/B testing and analytics-driven insights. Key performance indicators like click-through rates, conversion rates, and engagement metrics informed design decisions and content strategy.</p>
<h3>Feedback Collection</h3>
<p>Marketing effectiveness was measured through both quantitative data from A/B testing and analytics, complemented by qualitative feedback gathered through direct community engagement with hosts.</p>
<h3>Iteration</h3>
<p>Despite being data-driven, all creative materials required thorough brand approval from San Francisco headquarters, following well-defined guidelines and high standards from Brand Team leadership.</p>
<h2>Final Solution</h2>
<h3>Screen Examples</h3>
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<h3>Features and Functionality</h3>
<p>Marketing channels were strategically deployed: Google Ads drove targeted traffic through location-based campaigns, promotional landing pages converted visitors with clear value propositions for both hosts and guests, while segmented newsletters maintained community engagement through relevant updates and success stories.</p>
<h3>User Experience Improvements</h3>
<p>Marketing channels were optimized to enhance user experience: Google Ads reduced search time by connecting users directly to relevant vehicles in their area, landing pages streamlined the sign-up process through focused calls-to-action, and segmented newsletters provided personalized, easily digestible content relevant to each user's role on the platform.</p>
<h2>Outcome and Impact</h2>
<h3>Quantitative Results</h3>
<p>Turo demonstrated significant market growth, expanding from a few thousand vehicles to over 450,000 listed vehicles on the platform by 2022, with service available in more than 7,500 cities worldwide. I was fortunate to be part of such a strong Design Team and witness their success.</p>
<h3>Qualitative Feedback</h3>
<p>Regarding qualitative feedback, Turo's continuous growth demonstrates their clients' satisfaction, and they are consistently recognized as one of Glassdoor's Best Places to Work winners.</p>
<h3>Business Impact</h3>
<p>Turo has disrupted the traditional car rental market by allowing car owners to rent out their personal vehicles. Their marketing strategy By providing unique, flexible, and often more affordable rental options, Turo has made a significant impact in the sharing economy, operating across the United States, Canada, and the United Kingdom.</p>
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<h2>Reflection and Learnings</h2>
<h3>Challenges Faced</h3>
<p>The challenge I faced during those 5 years was to merge an American brand with our French Canadian culture. The cultural codes were different, but I enjoyed every moment trying to creatively adapt the concept to make it truly our own.</p>
<h3>Lessons Learned</h3>
<p>I enjoyed working for Turo because they were early adopters in many ways. I had the chance to get on the Figma bandwagon much earlier than in Quebec, which gave me many opportunities. Also, their high expectations for design made me up my game, and I improved a lot during my time there</p>
<h3>Next Steps</h3>
<p>I still carry that experience with me and implement the way they structured work, design, and brand guidelines. They were clearly a model to me, and I am trying to make others benefit from my experience over there.</p>
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