Mazda -
Interactive 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.
Client
Mazda
Role
UX Lead, Research, User flows, Wireframes, Copy
Duration
November 2019 - March 2020
Impact
Designed Mazda’s showroom experience for over 800+ dealerships in 23 European markets.
Transformed the sales dialog, and generated 3+ minutes of user engagement.
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?
Raise 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 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.
Translating Content
Into a User Flow
The goal was to design an application that encourages users to freely explore the topics most relevant to them.
Turning Key-Insights
Into 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.
Providing Reassurance
The transition to electric should feel like an upgrade, not a compromise. With Mazda’s Charging Finder, we’ve turned "range anxiety" into confidence.
The Final Experience Set-up
To bring Mazda’s innovations to life at the point of sale, we designed a modular showroom experience combining interactive content exploration with immersive product demonstrations. The setup integrated a multi-touch display and Oculus Go VR experience, allowing customers to discover features in a more engaging and intuitive way.
Explore What Matters to You.
A six-step interactive journey enables customers to discover EV features, understand how electric ownership fits their lifestyle, and let’s them customize the vehicle driving 3+ minutes of average user engagement.
The showroom experience was rolled out to over 800+ dealerships in 23 European markets and empowered the dealership sales team in guiding more personalized sales conversations.