Nissan EMEA
Design and test a light car configurator
As the car configurator is one of the key digital tools in the decision-making process, we needed to embed an interactive tool in the cars landing pages that adapt to all countries in the EMEA market.
Context
About the project
Nissan is a global automotive brand which has started a mixed physical and e-commerce plateform in 2021.
Due to infrastructural challenges, the smallest EMEA markets (called INSC) can't use the main car configurator solution and need a light version, easy-to-update and to implement in their landing pages.
Methodology
Nissan is a global automotive brand which has started a mixed physical and e-commerce plateform in 2021.
Due to infrastructural challenges, the smallest EMEA markets (called INSC) can't use the main car configurator solution and need a light version, easy-to-update and to implement in their landing pages.
Discovery
Market research
During the market research we analyzed all the car configurator form luxury to mainstream brands such as Porsche, McLaren, Aston Martin, Ford, Mazda, etc.
Each step of the customization focus on several part of the vehicle:
- Colors (ext./int.)
- Wheels
- Engine
- Accessories
Desktop
On desktop, car-sellers ususally propose a full screen experience in a dedicated module. The car and the content are diplayed in a two-panel interface.
The car and visual features represent 2/3 of the screen and the settings are on the right. All the components in the settings panel are visual and interactives.
Mobile
On mobile, car-sellers ususally propose a full screen experience in a dedicated module. The user-path may come through a phasing form, each fullscreen is focused on a specific part of the vehicle.
Consumer research
The following KPIs came from a study made on Nissan's website during FY20 by Adobe Analytics in France and UK. We barely discovered that people do not need to configure all the vehicle, when they arrive to the pack options, we usually lose customers.
62%
Configure their model
45%
Drop at 1st step
70%
Lead after 1st step
Learning and opportunities
Whether on mobile or desktop, the car configurator is a desirable tool and natural lead contributor. But, starting a vehicle customization journey is already a significant step that requires commitment and effort.
There are two kinds of users.
Light configuration: Interested in basic customization & price, don't want to use a tool.
Full configuration: Interested in detailed overview & customization in a dedicated tool.
The idea would be to focus on the first kind of them and include a light car configurator directly within the landing pages.
User interface
Based on the research and after confirming all markets requirements, we identified that we had to design a light car configurator integrated directly in vehicles landing pages.
Desktop
Prototype 1
Prototype 2
Mobile
Usability testings
Set-up
- 3 Prototypes (2 Desktops & 1 Mobile);
- 12 user-tests (4 per prototypes);
- 00:30 the average duration of a test.
Preparation
The interviews were prepared in two weeks :
- The first week to recruit the panel (buyers or intents, car owners, etc.)
- The second week was to prepare the test guide.
Those remote tests need a rigorous preparation. We had to prepare carefuly all the question and create a precise path that would drive the user all the way through.
Interviews
We used Testapic, an online user-test solution. 100% of the users prefered prototype 01 and validate our assupmtions for the mobile version.
Implementation
As INSCs markets have different languages (hebrew, norvergian, etc.) or different legal requirements, etc. we had to design the car configurator several times in several languages and make sure the information structure worked at anytime.
My role during this project
My role was to understand the needs, give directions and advice to a junior designer.
When needed, help him to design, reorganize and rationalize the project. I had to ensure we delivered an easy-to-implement feature in adequation with the actual habits of each market.
The design has been thought for all INSC markets, with all their constraints. We had some great interactions with 20 countries and some iterations with 3 main markets: Ireland, Israel and Greece.
Eloi
Let's work together
Everything will begin around a coffee or a nice call to understand your expectations or the problems we can help solving
