Designing and streamlining an online platform to bring the Brussels motor show event to the people
Driving sales and appointments with an online presence and full marketing funnel for a live event that could not happen during the 2021 COVID-19 pandemic.
Deliverables: Website
Project Type: Content website, interactive expreience
Team: UX/UI designer (me), UX/UI Lead, Development
Client: Mazda
Company: VML Antwerp/Brussels
Awards: Winner of the 2021 Bronze Creative Belgium award
Media: Mazda, Knack, Media Marketing
Due to COVID-19 in 2021 the yearly car enthousiast festival "The Brussels motorshow" couldn't happen live. Mazda came to us to create a digital customer experience so they could still show their cars to potential buyers and have them go trough the marketing funnel to request a test drive or make a digital appointment to buy a car.
This in combination with a test drive circuit where customers could actually test the cars.
Business goals
There were 3 goals throughout the campaign: Keep Mazda top of mind even-though people couldn’t visit the Brussels Motor show event, increase the amount of cars sold, increase the amount of testdrives requested.
User goals
The user should still have a good oversight of all the different cars Mazda had in it’s portfolio, all the while encouraging the customer to request additional information, book a test drive or book an appointment to buy a new car.
The process
The full campaign was already ideated by the creative director, the COVID proof testdrive was already being set up and the ad-campaigns were already rolling on TV and being printed. Therefore we did not have a lot of time to create this website. We had to find a fast way to ideate and create the platform.
01 Defining goals
Through conversations with the client we determined that the main goal of the website was conversion in 3 different ways: Ask for information, book a test drive or ask for a quote on a car, with the main action being quote for a car.
02 flow mapping & personas
After defining the goals we created 3 personas who would visit the page.
1) Users who knew or encountered Mazda but had no idea what cars were made and needed all information ranging from specs to all cars.
2) Users who know the cars and might even have an idea which car they wanted but needed more specifications about the car or a test drive.
3) User who already knew the car and wanted to configure one or just wanted to book an appointment with a sales agent.
Starting from these personas we created different wireframes where the needs of these different users were met.
The conclussion was: the more the person knew about the cars or what they wanted, the faster we wanted them to leave the page.
03 ideation & wireframing
From these personas and flow maps we created different wireframes to accommodate the wishes of all users in an iterative design process, tweaking and finetuning with every ne iteration.
At the top we added a marketing video showing all cars and the brand identity as an easy recognisable anker. On the video you can find 2 call-to-actions, 1 leading to the car configurator and 1 directly to the form to book a sales appointment (persona 1).
Below this video we added the model selector. This would make it easy for people who didn’t know Mazda’s cars to see the full line up and switch between them and for the people who did know the cars and had a specific car in mind to easily find their car (persona 2 +3). The rest of the page would then react and change content depending on the car selected.
With the first module below being a video of the selected car to get a quick and easy overview with next to it the CTA’s again repeated to have a “quick exit” from the page.
And the last important part was the easy discovery module. A way for a user to easily find all the important information about a car, all at their fingertips.
04 Final Design
Once the wireframes were validated, we created final designs based on the current Mazda brand and brand guidelines. These were then pitched to the marketing director, marketing team and after receiving their blessing were developed.
Results
Overall the campaign was a great succes. Mazda sold 9.8% more cars, increased their market share to 22.5% and the most important part, Everything was 100% COVID proof.