Black and white logo with the word "TURO" in bold uppercase letters inside a rounded rectangular shape.

In this project, I led the marketing research effort to uncover user pain points and competitive gaps in Turo’s service. I conducted both qualitative and quantitative research, including surveys, interviews, and app review analysis, to understand customer dissatisfaction around trust, transparency, and support.

Book cover titled 'TURO App Product Critique' with the subtitle and author information, featuring a black background with purple accents and a partial image of a smartphone displaying the TURO logo.
Survey results showing factors influencing general car rental preferences, including most used car rental services, most rented cars, important factors while renting a car, and top considerations like price, convenience, and flexibility.
Bar graphs displaying survey results on TURO preferences and reasons for using TURO, including trip occasions, reasons for choosing TURO, and features valued by users.
Survey results presentation slide highlighting the biggest disadvantages of TURO, including lack of customer support, safety/trust concerns, and inconsistent quality of cars, with flow from arguments to customer pain points and annoying steps.
Survey results from TURO showing customer support, insurance, customer retention, and suggestion feedback with bullet points summarizing responses.
Illustration of four groups of young people, each labeled A to D, with captions describing their usage of TURO for vacation. Group A shows a 23-year-old employee, group B a 22-year-old student, group C a 23-year-old student, and group D a 24-year-old student, with each person depicted in casual clothing and travel accessories.
Flowchart explaining how TURO was discovered, why TURO is beneficial, and the pick-up experience, with colorful oval shapes and text on a white background.
A survey or interview form with questions about customer experience, with responses in colorful speech bubbles. The questions include 'How was the overall experience?', 'Will you use TURO again in the future?', and 'Any suggestions?'. The responses range from positive comments about the host and service to suggestions for improvement.
A digital screen displaying app store reviews, showing a smartphone with a 4.8-star rating and sample reviews, alongside a webpage with review overview details.
Slide with three sections titled 'Lowest-Rated Reviews (1-Star)', 'Highest-Rated Reviews', and 'Most Recent Reviews' with purple 3D sphere icons above each heading.
Purple background with white text that reads "Vision for TURO's Future: Empowering Seamless and Trusted Mobility for Everyone" and three white buttons labeled "Trust & Safety," "Customer Support," and "Transparency."
Text excerpt related to SMART Goals, focusing on improving renter and host satisfaction by Q4 2025, with emphasis on proactive support, transparent policies, and user education initiatives.
A slide presentation with a SMART Goals 2 statement in large purple text. The goal is to increase repeat usage by 30% by Q3 2025 through launching a loyalty program and enhancing the post-rental experience. Beneath the main text, there are bullet points with specific, measurable, achievable, relevant, and time-bound objectives.
A presentation slide with text about capturing 25% of the global car rental market by 2030 through expansion, vehicle options, and partnerships.
A digital graphic with a purple and pink gradient background on the left and a solid purple background on the right. The right side contains white text reading 'Proposed Initiatives for Goal 1' and bullet points listing 'Customer Service Training Program,' 'In-App Tracking System,' and 'Online Community'.
Slide presentation titled 'A Customer Service Training Program' with sections on current problems and feedback statistics, featuring text and review snippets.
A presentation slide with two sections. The left section discusses customer service training with points on making conversations active and delivering messages. The right section provides inspiration from the AirBnB Academy, listing things like hosting workshops, and a screenshot of an online hosting class. The background is purple and black with text in white and black.
Screenshot of a presentation slide titled 'An In-app Customer Service Tracking System,' with bullet points about learning from Airbnb, TURO users' experiences, and feedback. Below are several posts from a Reddit page discussing TURO customer support and experiences with titles, votes, and comments.
Compilation of mobile app screens comparing a basic help menu with options like contact host, contact support, and cancel, against a comprehensive in-app customer service tracking system with features like check-in instructions, travel guides, and money transfer options.
A screenshot of a webpage presenting a proposal for an online Turo user community, discussing current problems and customer service channels, with a chatbot interface for help and options for reporting incidents.
Screenshot of a presentation slide titled 'Almost all P2P sharing platform had created online community' with bullet points about benefits of online communities, such as boosting brand loyalty, increasing mutual understanding, and gaining immediate insight into customer problems.
A presentation slide with the title 'Product Roadmap' and bullet points for Prioroitized Initiative, Roadmap Development, and Stakeholder Engagement, with a background of purple geometric patterns.
A chart with purple dots on a graph showing the impact versus effort of various initiatives, including Customer Service Training, In App Tracking System, and Online Community. To the right, a table analyzes these initiatives' impacts and efforts with their specific details.
A digital infographic with a purple background titled "We decide to tackle In App Tracking System." It discusses issues like low customer service ratings, scam reviews, and unfair customer treatment, highlighting concerns about customer support, review scams, and social media complaints.
A slide titled 'Phased Roll Out Plan' with a blue background and abstract purple and pink design elements. The slide includes objectives and goals for a project, emphasizing real-time visibility, user-driven approach, and establishing industry-leading standards.
Infographic with purple and blue sections describing phase two promotion activities, key activities, influencer beta program, soft launch, and deliverables. Contains illustrations of hands passing keys.
A project timeline diagram with phases and key activities. The phases include 'PHASE 0 Pre-Launch' and 'PHASE I Product Development.' Key activities under each phase are listed with bullet points. The diagram also shows what each phase delivers, such as 'User research reports,' 'Access criteria,' 'List of MVP priorities,' 'Runnable MVP prototype,' and 'A product branding plan.' The visual uses shades of purple and blue.
Slide from a presentation titled "Phase III Full Launch & Optimization" with key activities such as supporting regions, building barriers, leveraging growth, using open API interfaces, and continuous AI optimization. The slide also outlines marketing strategies like UGC contests and monthly reports, with outputs related to customer service reduction, processing time increase, case management, user satisfaction, approval ratings, and social media exposure.
Timeline chart titled 'In-App Customer Service Tracking System Timeline' with various project phases listed on the left side and a horizontal timeline from April 2025 to May 2026 at the bottom, showing overlapping scheduled tasks in purple.
Slide presentation titled 'Stakeholder Engagement' with bullet points 'Stakeholder Meetings' and 'Feedback Loop with Users', featuring a graphic of overlapping circles in purple and pink tones.
Slide from a presentation titled 'Stakeholder Meeting Actions' with goals to align internal and external stakeholders on a roadmap and initiatives. The slide lists three main actions: 01) Quarterly Roadmap Reviews, 02) Host Advisory Council, 03) Online Community Pilot Workshops, with details for each action.
Sample document titled 'TURO Stakeholder Meeting Document' with sections for Agenda and Post-Meeting Actions, detailing topics, owners, discussion focus, tasks, deadlines, and meeting times.
A slide presentation with the title 'Feedback Loop with Users' and three numbered sections. Section 1 titled 'In-App Feedback Channels' discusses embedding short surveys and adding a 'Suggest a Feature' button. Section 2 titled 'Beta Testing Groups' covers recruiting users for testing new features and rewarding loyalty points. Section 3 titled 'Social Media & Community Listening' involves monitoring platforms like Reddit and hosting AMA sessions to address concerns.
Slide titled 'Product Requirements' with purple and black gradient background. Bullet points include: Priority Criteria, MVP for public launch, Key enhancements for usability and trust, Nice-to-have features that improve long-term scalability.
A split view of two digital screens displaying instructions and options for accessing a resolution center and initiating monetary transactions, with sample trip details and buttons labeled 'Request Money' and 'Send Money'.
Presentation slide and smartphone screen with a form for requesting money, including fields for amount, notes, and reason, and instructions for uploading supporting documentation.
A smartphone displaying a digital parking ticket with details including amount, violation fee, and date, adjacent to a document outlining how a user can receive and respond to a money request.
Screenshot of a document with instructions and a smartphone displaying a digital request with options to accept, deny, or propose a new amount, related to a financial transaction.
A presentation slide and a smartphone screen showing a request status tracker. The slide includes text explaining the progress tracker for request status updates, such as waiting response, accepted, counter proposed, escalated, and funds received. The smartphone screen displays a vertical list of status updates with corresponding dates and a "Send Money" button at the bottom.
A smartphone screen displaying an escalation form with dropdowns, file upload, and submission button, alongside a text document outlining escalation procedures and criteria.
A digital support dashboard for TURO shows case ID 789012 and trip ID 1234567890, with details on resolution timeline, user roles, and evidence, alongside a smartphone displaying the support dashboard with buttons labeled Support Guest, Support Host, and a proposal for an intermediate solution.
A presentation slide on the left with text about appealing decisions and the appeals queue, next to a smartphone on the right showing an appeals page with case details, submitted date, additional evidence, user roles, and an "Escalate to Tier 2 Review" button.