From ownership to usership: how Yuno redefined tech access in Switzerland.
In Switzerland, accessing tech often means high upfront costs, frequent upgrades, and wasted devices sitting unused. While ownership dominated the market, many users felt trapped by financial barriers and rigid options. Yuno set out to redefine access to tech products by introducing a flexible rental model that empowers users to pay monthly, adapt to changing needs, and promote sustainability.
PROBLEM STATEMENT
How might we convince Swiss consumers to embrace renting over buying tech products in a market where ownership is the norm? This required not just shifting mindsets but also designing a platform and messaging that clarified the value of renting (affordability, flexibility, and sustainability) while ensuring a seamless user experience.
MY ROLE
As Design Lead and co-founder, I led the design of Yuno’s platform, working closely with engineers, marketers, product managers and researchers. Together, we tackled key challenges in user understanding, value communication, and platform scalability, using an iterative, user-centered approach.
OUR APPROACH
From MVP to Scalable Solution
To quickly bring Yuno’s vision to life, we launched an MVP using low-code tools like Webflow and Airtable. This approach allowed us to validate market interest and user needs while minimizing costs and development time. As the business scaled, we transitioned to a robust 2.0 platform with a MACH-based architecture, ensuring long-term scalability and seamless performance.
Agile, User-Driven Iteration
Our iterative process was driven by user insights at every stage. I worked closely with our team to analyze feedback through interviews, reviews, and real-time sessions. These data-informed improvements aligned with user needs, from simplifying workflows to refining the subscription experience. Leveraging tools like Made for automation and Stripe for payments, we balanced efficiency with exceptional user experience.
Strategic Brand Communication
Shifting the Swiss market toward a rental model required a bold communication strategy. I worked with marketing to craft messaging that highlighted Yuno’s core values. Our approach focused primarily on Google Ads, Meta platforms, and email campaigns, while running additional tests across other channels. We refined our messaging to resonate with users by continuously testing and iterating, increasing conversions and fostering deeper engagement.
User-Centric Design Evolution
I led the design of an intuitive platform that continually adapted to user needs. Early on, we focused on a clean, straightforward interface to build trust and simplify the rental process. Over time, I oversaw the evolution of our visual identity, ensuring it reflected our playful yet empowering brand tone. We expanded features and product categories with a sharp focus on user research, ensuring the design supported both functionality and a seamless user experience.
#1 CHALLENGE
Building a new rental model in a market dominated by ownership.
Introducing Yuno’s rental model in a market dominated by ownership was no small feat. Users were unfamiliar with renting tech and often misunderstood the offering, assuming it was a purchase. To validate the concept quickly, we needed to launch a minimum viable product (MVP) that would test user interest, provide learnings, and set the stage for growth.
DISCOVERY
The launch of Yuno’s MVP in December 2021 provided a strong starting point for validating the rental model, but scaling it into a trusted, user-friendly platform required addressing critical gaps. User feedback revealed:
Trust Issues: Users hesitated to rent due to limited product options, a lack of trust signals, and unclear policies.
Product Variety Needs: A small catalog of eight products restricted user choice and diminished Yuno’s perceived credibility.
Navigation Friction: Analytics showed that users struggled to navigate the platform efficiently, whether they were goal-oriented or exploring.
PROCESS
To move quickly and minimize risk, I led the design efforts of Yuno’s MVP and we launch, leveraging no-code tools and automation to create a lightweight, and put the product on the market fast.
Early Insights from potential renters
I conducted interviews using the Jobs-to-be-Done framework to uncover motivations and pain points, revealing users’ need for affordability and clarity.
Prototyping with E-Commerce Mental Models
I designed a prototype that used familiar e-commerce patterns, intuitive navigation, transparent pricing, and product-centric pages and tested it with early users to refine the interface.
Iterative Feedback System
To understand user behaviour and motivations, we implemented a banner on the website inviting users to participate in 20-minute interviews. These interviews helped us uncover why users chose to rent or not rent and informed ongoing improvements.
Launching the MVP Interface
In December 2021, we launched a functional platform with eight tech products, focusing on simplicity, usability, and affordability. The MVP allowed us to test the rental model with real users while keeping operational overhead low.
THE SOLUTION
The MVP successfully validated market interest and provided actionable insights to inform the next iteration:
Market Validation: Users began renting products within the first weeks, proving demand for a rental model.
User Feedback: Interviews revealed the need for a broader product catalog and higher-quality visuals to establish trust.
Clarity in Messaging: Confusion around renting versus buying highlighted the importance of refining our value proposition and communication strategy.
These insights laid the groundwork for Yuno’s next phase, guiding our approach to scaling the platform and refining the brand.
THE IMPACT
Within 3 months of launching the MVP, we secured our Series A funding, enabling us to expand the product offering and invest in scaling the platform.
The MVP established a feedback-driven system that kept users at the center of our iterative design process.
It provided a solid foundation for Yuno’s growth, transitioning from a functional MVP to a polished, scalable product.
Establishing a compelling brand that resonates with users.
#2 CHALLENGE: Building a Strong Brand Identity
DISCOVERY
The MVP’s utilitarian branding served its purpose during launch, but as we moved into the next phase, it became clear that a cohesive brand was needed to build trust and resonate with users. Interviews and user feedback revealed that Yuno’s early identity lacked credibility and emotional connection. Users wanted a platform that felt professional, approachable, and aligned with the values of affordability and sustainability.
PROCESS
To address this, I worked with a cross-functional team to develop Yuno’s brand identity and brand strategy guide.
Streamlining the user experience across all channels to build trust and grow Yuno 2.0
#3 CHALLENGE: Creating a Frictionless User Experience
DISCOVERY
After validating Yuno’s rental model with the MVP, it became clear that scaling the platform would require significant UX and technical improvements. User feedback revealed friction in navigation, confusion about renting versus buying, and trust issues stemming from limited product variety and basic visuals. As we prepared to scale the platform, we needed to ensure the user experience could support a growing catalog, advanced subscription features, and increased traffic without compromising clarity or usability.
PROCESS
To move quickly and minimize risk, I led the design efforts of Yuno’s MVP and we launch, leveraging no-code tools and automation to create a lightweight, and put the product on the market fast.
