After developing the first electric bike in Latin America, the startup -accelerated and supported by LaPlataHub, is redoubling the bet and advancing with the development of an electric car, in its first stage, together with a team of young designers from FADU, as their thesis project that the company sponsors. With the aim of developing sustainable and environment-friendly mobility solutions, is released to a nascent market in a region that promises major expansion in upcoming years.

  • How should the design of the car be?
  • Should it be designed for large or small cities? Or even for farmland regions?
  • How many seats should it have?
  • What information should its board display?
  • How much time should the battery last?
  • Who is the user of the electric car?

These questions were the starting point for this innovation process. For this, the team participated in ideation sessions with user centered design techniques, organized and guided by the UX team from Celerative.

The aim of the session was to understand the needs of potential users of the car. For this, activities based on Design Thinking techniques were carried out.


First, potential users of the electric car we pictured by and Celerative workers. Through the technique of ‘People’, we described different profiles and tried to deepen their personalities. This technique allowed us to create fictional characters that helped us think about situations where the product would be used.

Complemented with techniques of ‘ Storytelling’, we created life stories for these characters in order to be able to empathize with them and understand their relationship with the developing product.

It is important to mention that these techniques were an approximation to the problem and hypothesis that the crew had to validate subsequently.

Usage situations

In a second stage, the team overturned in graphic schemes the usage situations to visualize possible problems and take them into account in the designing process.

Heading. Story developed from one of those user’s profiles. It allowed us to empathize with the user and detect possible needs.

Customer Journey Map

The ‘Customer Journey Map’ technique or user’s travel map let us put all this information together and detect possible points of friction to take action on them; proposing ideas and improving the experience of their users.


All these processes helped the team find solutions and improvements to their project, for example:

  • Solutions related to new materials to emotionally conquer their users were developed.
  • Improvements on performance and battery life.
  • Ideas about after-sales and technical service.
  • Applications to improve the service and experience quality.
  • Suggestions of the experiences in the different channels of communication.

Heading. 3D model of electric car.

The sessions we had with represented only a starting point in the process of ideation and product development, which our team intensified throughout this year. The UX team from Celerative was motivated to use what was retrieved from the sessions as hypothesis, validating them with real users and taking into account friction points for the development of the product.

Also, future sessions were planned to enrich the design and development of this product that could change the paradigm of current transport.

About is a company that produces and sells electric bikes focusing on a product with an innovative design, based on sustainability and ecology. The company was born with the goal of solving the problem that people have when travelling short distances in highly congested urban areas.

As its focus is sustainability, they offer the possibility of charging the batteries by plugging them in. ‘With $AR 2 of power consumption you can cover 400 km. distances’ says Gabriel Muñoz, founder of

Currently, they are designing the first electric car in Argentina, and optimizing the battery to improve its performance. In the field of lithium batteries, Argentina is strategically positioned with Chile and Bolivia as one of the most important countries with this resource. plans to make its contribution in this regard.

As one of the 2013 Innovation award finalists and exhibitors at Technopolis, was positioned as a completely innovative product on the market. Thanks to its main advantage –having and electric engine- the bike allows you to travel very short distances with low expenditure of energy. In this sense, the energy savings are shown in the use of their battery. They need replacement after a year and a half –or maybe two, – and this is the only maintenance implied. On the other hand, they have a completely silent engine, decreasing the sound pollution in the cities.