MAZDA VEHICLE LAUNCH EXPERIENCE
CONCEPT :
The concept was to convey premium luxury through an elevated, single-page web experience that focuses on storytelling, engaging content, and navigational cues in a custom solution that sets the Mazda CX-90 apart from other vehicles on mazdausa.com.
DEVELOPMENT :
The development began research on both premium and mass market brands and vehicles in the competitive analysis for strategic recommendations. Approved recommendations from the competitive analysis were to leverage a single-page solution with attribute-based navigation and developing a unique landing page for the higher price point premium vehicle that deviated from the standard template approach.
An audit was conducted of commonly reoccurring components to assess areas of opportunity for a unique experience compared to other Mazda vehicle pages. with exploring new mobile-first web solutions and component types based on recommendations from strategic competitive analysis. Prototypes were built and presented within Adobe XD for client review meetings.
EXECUTION :
The execution involved A/B tests and continuous iterative design. New components and navigation were explored to streamline multiple pages of content into a single-page experience in a unique way from current pages. Components evolved and were reevaluated for mobile-first thinking. Initial performance results indicate that the web experience encourages a deeper consumer engagement and exploration with an average 0:01:30 time spent on the page.