Within the automotive industry there is a push towards online vehicle sales. Mazda has run pilot programmes in various territories to evaluate new ideas and customer behaviours.
As part of this drive, I have provided consultation, designs and test plans for UK and other European markets.
Mazda MyWay is a ‘concierge’ service aimed at introducing time-poor Londoners to the brand with test drives from their door. Challenges included integrating a third party local service (available within the M25) into the national Mazda site, whilst managing the expectations of those thousands of commuters from outside the capital who would see the marketing. This was achieved with a combination of tech, copywriting and business planning.
For Hungary I ran requirements gathering sessions and produced designs for Mazda FastTrack. This pilot evaluated customer response to online vehicle sales where a new car could be delivered in just two weeks (compared with up to 12). As with the UK, much of the work involved managing expectations within the user journey, but also designing new practises within the local business. After launch, a programme of multi-variant testing was run with iterative enhancements to the online service.
