Power of BUX/Service design

I wanted to highlight a case study I did while in school for my BBA in 2021, so 5 years ago about Tori.fi.

Kalle Tolonen
June 27, 2026

Researching the experience

The state for the Tori-experience was abysmal. I did a bunch of user interviews and gathered insights from those. Some of the key challenges identified from the interviews are listed in this executive summary:

"In its current state, Tori is a highly popular service where transactions happen quickly.

At the same time, the platform's visual design is outdated, and users have difficulty finding what they are looking for. It is impossible to definitively determine the honesty of trading partners using only the platform's native features, making the need for new components that enhance safety and reliability obvious. In addition to improving trust, users hoped for better search functionality, which could be enhanced, for example, with automatically generated tags."

Post IT

Here are some of the challenges in detailed post it notes.

Validation of results

Validation feels nice, since it validates your reseach and thinking from the source data. Tori has since in the 5 years also identified some of these forementioned challenges and made a deliberate effort to solve them.

In my research I proposed a solution that solved for the trust issues:

Tori has since implemented the merchant feedback mechanism, strong identification, but not yet the credit score ranking, which would be trivial in Finland as the credit scores are available. Toridiili-service does tackle part of this challenge, as Tori acts as a payment processor and takes on some of the counterparty risk. Credit score validation would still bring peace of mind when making big purchases, as people can be strongly identified and still full of shit. But if their credit score is on the line, and a reputation of a, say decade of selling stuff, they're more likely to be trustworthy.

They have also implemented AI-picture help and improved the search, which I also highlighted half a decade ago.

One crucial thing they should still (5 years later) implement is the filtering by sellers reputation and history:

Takeaways

Knowing the needs of your customers is great business, and it will bring new business and a better user experience. If you'd like some help for that kinda reseach, I can help you. A basic BUX study is 1000€ VAT-0, it consists of user interviews, a workshop and an actionable final report. No billing, if you're not satisfied with the results.

Lets get in touch: Contact

Sauce

Original report (In Finnish):

Tori.fi-käyttäjäkokemus