Case study
Case study:
Reducing build save
abandonment through the
use of online personalisation.
Client: Mazda
Task: Online personalisation
Role: UX/UI design, user research, user flows, wireframing and prototyping
Team: Solo project
Tool: Figma
Problem Statement
Users were abandoning build saves at a high rate, resulting in missed opportunities for data capture and personalisation. Furthermore, specific models like CX-60 and CX-8 experienced significant drops in build saves compared to previous versions of the build tool. Contributing to this problem are factors such as the Exit button being more prominent than the Save and Share options, and users being able to exit the build journey without any prompt to save their progress.
UX Research
Identified the user needs, pain points, and behaviours through user feedback.
Competitive Analysis.
Target Audience.
User Interviews
To gather more qualitative data about our potential users’ motivations, pain points, and needs, I conducted interviews. Here’s what they shared about the existing build tool: I identified the user needs, pain points, and behaviours through their feedback.
Competitive Analysis
I assessed market trends and best practices to guide design decisions. I noted observations and evaluated the strengths and weaknesses within the market landscape.
Target Audience
For Mazda Australia, the target audience comprises two distinct groups with varying demographics, interests, and needs.
Group 1
Demographics:
Ambitious and culturally diverse individuals, likely spanning various age groups and backgrounds.
Interests:
Content, optimistic, socially aware; values social activism and prosperity.
Needs:
Family-oriented with a focus on quality and eco-consciousness; seeks vehicles that reflect their values and support their socially active lifestyle.
Group 2
Demographics:
Ambitious and culturally diverse individuals, likely spanning various age groups and backgrounds.
Interests:
Content, optimistic, socially aware; values social activism and prosperity.
Needs:
Family-oriented with a focus on quality and eco-consciousness; seeks vehicles that reflect their values and support their socially active lifestyle.
Interaction Design
User flow to map out the logical sequence of interactions users will take to achieve their goals.
Low-fidelity and high-fidelity designs.
Interactive prototypes for user testing.
User Flow
Using this solution statement as a guide, I mapped out the user flow of the build tool. My aim was to explore ways to improve the user experience throughout their journey and highlight the importance of saving their progress.
- Implement exit intent popup to trigger when users attempt to leave the page using the home or back buttons on their browser. This popup will capture their attention, urging them to reconsider leaving and to instead continue their build journey or save their build.
- Replace the prominent exit option in the top right corner with a clear save button.
- Consolidated “build share” functionality, retaining only the “save & email your build” CTA.
- Lifestyle imagery will be incorporated into the popup, providing a visual representation of the user’s build for a more personalised experience.
- Streamline the save form to include only three fields, improving completion rates and enhancing user experience.
- Personalised content delivery will be enhanced through imagery, copy, and CTAs, increasing user engagement.
- Intuitive recommendations for personalised next steps will be implemented to guide users through their journey seamlessly.
- Once saved present the users with a unique shortcode ID and QR code to easily share their build with others or to access it again. Additionally, give the users the option to download a PDF of their final build, which includes a summary of the build and its specifications. This PDF will also be sent as a link via email for convenient access.
Wireframing
Utilising the user flows map, I’ve begun crafting low-fidelity wireframes, alongside working on high-fidelity wireframes. These wireframes represent the ideation and all stages of design.
The Prototype
Following the creation of my high-fidelity wireframes, I proceeded to develop the prototype to evaluate the primary user flows. My emphasis was on the mobile interface, considering it as the preferred viewing platform for our users.
Iteration & Implementation
Conducted usability testing.
Made improvements based on feedback.
Usability Testing
Iterations
Outcomes & Impact
- Improved user engagement and enhanced data collection based on real-life customer data insights.
- Acquisition of new data points crucial for informed business decision-making.
- Significant increase in web leads acquisition and nurturing.
- Encouraged customers to revisit the site, resulting in heightened engagement levels.
The prospect nurture automation journey stands as a key priority for the CRM team. With the implementation of online personalisation for the build tool, more users are entering through the top of the funnel. This influx results in a larger audience for nurturing and conversion.
Next Steps
Explore new Digital CX trends and enhancement opportunities.
Expand the programme to include other models, broadening the reach and impact of our initiatives.