Work Touratech Brasil
TOURATECH Brasil
BigTrail equipment for adventurer riders — strategy, UX and a new Brazilian storefront built with the German HQ.
- Year2011–2012
- DisciplineUX / UI · Project lead
- TeamMarcelo Graciolli · Senior Developer · HQ Germany
Brief
Problem
New Brazilian distributor needed a product experience, brand communication and a site that could grow sales in the first year.
Solution
Research-led UX: journey maps, IA, content strategy, mobile and campaign surfaces — delivered end-to-end with Germany.
Impact
Live storefront and brand system for BigTrail riders in Brazil, aligned with Touratech HQ.
My role
Project management, art direction, UX design and internet consulting — primary contact with the client.
Context
German roots, Brazilian adventure
Touratech was founded in Niedereschach, near the Black Forest, by Herbert Schwarz and Jochen Schanz in the early 1990s — equipment and accessories for BigTrail motorcycles and adventurer riders.
A new Brazilian distributor. One product experience. Ten months to make it real.
Confidential details are omitted. What follows is a re-interpretation of the original engagement — strategy, research and design for the Brazilian market.
Role
Strategy, UX and the client room
After leaving an advertising agency in São Paulo, I joined the new distributor to lead the website strategy and the product experience — working beside a senior developer and directly with HQ in Germany (August 2011 – July 2012).
- Plan and develop the product experience of use
- Shape brand communication across digital surfaces
- Ship major UX deliverables with quality and speed
- Grow sales readiness in the first trading year
Research
Riders, staff and the social edge
Research mixed desk work with interviews — customers, employees, touring lovers and Facebook followers — to map needs before pixels.
Process
From strategy to sitemap
Strategy definition, user flows, content structure and sketches locked the IA with stakeholders before visual design and build.
Product
Site, mobile and campaigns
Delivery spanned the storefront, mobile views, blog planning and email / social campaigns — one system for riders and retail staff.
Outcome
A Brazilian face for Touratech
A coherent digital product and brand surface for Touratech Brasil — research-backed, HQ-aligned, ready for riders who live BigTrail.