Mazda -
Retail Installation
An interactive retail experience showcases Mazdas brand-new electric vehicle and brings comprehensive product knowledge into hundreds of dealerships all over Europe. It enables customers to inform themselves about Mazdas first fully electric vehicle and explore its features.
Impact
Designed Mazda’s showroom experience for over 800 dealerships in 23 European markets, transforming the sales dialog, and generating 3+ minutes of user engagement.
Client
Mazda
Role
UX Lead, Research, User flows, Wireframes, Copy
Duration
November 2019 - March 2020
The Challenge
In 2020 Mazda launched its first fully electric vehicle - the Mazda MX-30.
However, the car was not yet available to be showcased in all stores throughout Europe to draw people's attention to it.
So how can we enable dealers to promote the brand-new vehicle to their customers and inform them about its features without being able to display it in real life?
Rise Awareness at the POS
In order to rise awareness in the stores we envisioned a holistic user experience that puts the customers at the center. A prominent set-up that invites customers to explore independently, but also serves as a valuable tool for dealers—providing all relevant information to support personalized sales consultations.
Research & Content Structure
I began by thoroughly analyzing the content and features of Mazda’s new electric vehicle. To understand which aspects matter most to potential customers, I conducted a competitive analysis.
Based on my research I was able to define six key content categories and corresponding information.
Wireframes
I translated the gathered content into initial wireframes and a rough user flow. The goal was to design an application that encourages users to freely explore the topics most relevant to them.
Interactive Features
A key insight from the research phase was that driving range and charging options are top priorities for customers. To address this, I developed interactive features to help users assess whether Mazda’s electric vehicle fits their personal needs.
The Final Experience Set-up
To resonate with people around these innovations at the point of sale, we created a modular setup containing a pop-up shelf offering space for a multi-touch screen and an Oculus Go VR headset. This allowed us to combine content exploration with immersive product showcasing and bring it to the heart of the showroom.
Explore What Matters to You.
Six content steps give an overview on the key features of the car. They enable customers to explore the electric vehicle and its features in an interactive gallery with intuitive content hotspots. As a result, users can deep dive into those content pieces most relevant to them. Multimedia assets such as video content allow users to get a better understanding of more complex topics.
An interactive question module enables customers to discover if the electric car fits their daily needs, while a range calculator tells them how often they would need to recharge.
Further, users can customize the car by selecting from a variety of different paints and interior styles. In the last step of the journey interested customers can sign up for the newsletter to not miss any upcoming news by scanning the provided QR code.