Mazda Car Configurator
Mazda Retail Hub is an interactive touchscreen car configurator that lets users fully customize their Mazda, selecting from a wide range of specs, colors, interiors, and accessories.
To create a seamless user experience, we interviewed dealership managers and staff, conducted user testing, and developed personas and user journeys. Leveraging rapid prototyping and close cross-functional collaboration, we made quick decisions and delivered a solution that meets both user and business needs.
Rolled out nationwide across Australia, the Retail Hub enables users to build their dream car, explore its features and performance, and visualize the exact vehicle they could drive home in.
My Role:
Creative Director
UX and Insights Researcher
Product Designer
UX/UI Designer
Discovery & Ideation
We conducted user research, including stakeholder interviews and client workshops to to understand the needs and pain points of our audience and to align on business goals. We created detailed personas to represent key user segments and mapped their journeys to identify critical touchpoints. We then moved into prototyping and user testing to explore potential solutions and gather feedback for refinement.
Design
The user interface was thoughtfully designed to suit the form factor, enabling both an independent user experience and a collaborative session with a Mazda consultant. The consultant can seamlessly guide the interaction using a right-hand navigation panel, allowing them to stay face-to-face with the customer for a more engaging and personalized experience.
Feature demonstrations
We developed a series of feature demonstrations to clearly communicate the extensive and often complex safety, performance, and technological features of each Mazda model.
Results
Mazda Retail Hub was rolled out across 100+ dealerships, streamlining the sales process and allowing sales teams to engage customers more effectively. By providing a personalized car customization experience, it boosted customer satisfaction and engagement. The tool also created upselling opportunities and improved sales efficiency, reinforcing Mazda’s image as a customer-focused, innovative brand.
