MAZDA CUSTOM WEB 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 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. 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.

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Strategy compared both premium and mass market brands and vehicles in the competitive analysis (fig. 1) for strategic recommendations.

 

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Approved recommendations from the competitive analysis were to leverage a single-page solution with attribute-based navigation (fig. 2) and developing a unique landing page for the higher price point premium vehicle that deviated from the standard template approach (fig. 3).

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An audit was conducted of commonly reoccurring components (fig. 4-8) to assess areas of opportunity for a unique experience compared to other Mazda vehicle pages.

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New components and navigation (fig. 8-11) 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.

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Prototypes (fig. 12) were built and presented within Adobe XD for client review meetings.