Zuto: Researching user behavior to enhance customer experiences

Zuto approached Sigma to embed design thinking in the business and to help build a market-leading UX team.

Duration: 4 months

3 minute read

A little background

Zuto is the UK's leading online car finance specialist. Founded in 2006 as Car Loan 4U they expanded rapidly and rebranded as Zuto in 2015 following a £15m investment programme.

They provide award-winning one-to-one support, from finding finance, choosing the right vehicle, to paying the dealer. One reason for their success is their steadfast focus on the end-to-end customer experience and harnessing the power of digital every step of the way.

What we did

Zuto approached Sigma because of our focus on user research and testing, and our dedicated lab space. We carried out several rounds of task-based testing on the Car Loan 4U website and a prototype of the new Zuto website.

Testing was observed by various members of the Zuto team (including product owners, UXers, designers, developers etc) which improved collaboration and led to several iterative improvements. Testing focused on the initial perception of the website and proposition, the application process, and the car finance calculator. We uncovered many interesting findings that ultimately led to an improved user experience and increased conversions.

Following successful research and testing, we provided user experience and creative expertise to augment Zuto’s in-house team and assist with the ‘My Account’ project. This focused on streamlining the online application process across desktop, tablet and mobile devices, and seamlessly creating a ‘My Zuto’ area for customers. The My Zuto area provided a number of benefits, namely improved online self-service so customers can review details of their loan application and upload and manage documents.

Through workshops and collaborative design exercises, we worked closely with the Zuto team and end-users to create a rapid prototype for the online application process and My Zuto area. We then tested this in our lab across devices and refined to create the My Zuto area.

In addition to the above user research, design and testing we also provided front-end expertise to help code the new Zuto site responsively and improve the interaction design.

Sigma helped us to build a market-leading UX team and embed design thinking in our business through brilliantly delivered research and consultancy. As far as I'm concerned, these folks are the go-to people for UX in the North West.

Fritz von Runte, Head of UX and Design at Zuto


  • Lab-based user testing
  • Rapid prototyping
  • Information Architecture
  • Interaction design models
  • Detailed UX and wireframing
  • Understanding user requirements
  • Interviews with business stockholders
  • Product discovery with dev and product teams
  • Documenting user journeys
  • Front-end development
Picture of Simon Wissink

Get in touch

Please email simon.wissink@sigma.se if you would like to work with our team on your project, or call our Macclesfield office on +44 (0)1625 427718