Mazda AU

Mazda
The multinational automaker, Australian edition

Focus:
Redesign Vehicle Landing Pages

Navigating the original Grade Picker

Mazda Surf

Who it’s For

Prospective Mazda buyers*

*Please enjoy this very Australian with-a-Mazda photo

The Goal

✦ Identify why prospective buyers were not getting the information needed about key differentiators between models (grades) on the Vehicle Landing Pages, specifically focused on the “Grade Picker” feature

✦ Redesign the Grade Picker to serve all vehicles in the Mazda range

Platform:
Consumer-facing website

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My Role

Researcher

✦ Leading user research

✦ Usability testing

✦ Insight analysis and synthesis of findings

Designer

✦ UX recommendations by priority of impact

✦ Collaborative solution design with UI designers

A series of eight white paper notes with handwritten titles centered at the top, each featuring a combination of words and tally marks, arranged on a black surface in two rows

Methodology

What felt most pivotal to me was uncovering the root experience issue(s) that led to the request to make specific adjustments to the Grade Picker tool.

I crafted a proposal to our client to conduct a research initiative to better understand why the VLPs weren’t effectively serving prospect’s needs.

Our client gave the green light on the work, and I was able to organize and conduct in-person usability test sessions along with a co-moderator*.

*S/O Justin! Thanks for moving around so, so many sticky notes with me.

Objectives

1.

Test common use cases of the VLPs on desktop and mobile devices

2.

Assess performance of potential changes to the Grade Picker tool using paper prototypes

3.

A/B test current VLPs vs. design proposals using product reaction words

Deliverables

✦ Findings report on the performance of key pages

✦ Prioritization matrix of suggested feature updates across key pages

✦ Wireframes and UI designs of the improved Grade Picker tool

A whiteboard with handwritten notes and sticky notes arranged in sections for a project involving design of treatment symbols, labels, pricing range, and branding. The notes include diagrams, annotations, and flowcharts related to branding, pricing, and design considerations.

Outcomes

After synthesizing our research findings, I prioritized needed usability updates based on impact, effort, and scope.

I created a summary of major insights and a priority matrix of features to address in a research presentation to share with the client.

Design improvements to the VLPs quickly followed after research was presented, including some of the following fixes to the Grade Picker tool.

Mazda 3 car website displaying a silver Mazda 3 hatchback with options to select different Mazda models at the top, and buttons for building or comparing the Mazda range.

Design updates

A. Grades no longer obscured under drive type
B. Easy access to full specs
C. CTAs reflect user expectations of next steps: comparison between a model’s grades

Screenshots of two car selection interfaces showing a silver Mazda CX-3. The first screen allows choosing the car's grade, with options such as Neo Sport, Maxx Sport, and Akari, and features an image and specifications of the selected car. There are buttons labeled 'Compare Cars' and 'Build Your CX-3'. The second screen shows the process of selecting a drive type for building the Mazda CX-3, with options for FWD and AWD, a picture of the car, and navigation buttons labeled 'Previous' and 'Next Step'.

Improved Flow

Once a prospect IDs a preferred model, they can move forward in their journey by:
A. Comparing grades across the model to find their favorite
B. Customizing their favorite grade to build their ideal car