UXINDIA17 - Bringing Suzuki car’s showroom experience online

Bringing Suzuki car’s showroom experience online

Transcript

2. SUZUKI CASE STUDY: TURNING GIANT LEAPS INTO SMALL STEPS ROB VARNEY #FOOLPROOF_UX
7. THE GAPS WE NEEDED TO FILL – Understand customer expectations and mindset – Understand the interplay of online and offline, and the role of suzuki.co.uk – Develop design principles to inform design direction
8. CX DESIGN PLAN PROOF OF CONCEPT MINI FOCUS GROUPS DEALER VISITS 2 WEEKS
10. THE ROLE OF THE WEBSITE RESEARCH Help users compare the range Assist with basic fact finding COMMIT Making the handover between the site and the dealership seamless SHORTLIST Emotionally engage users in specific model and communicate main benefits Offer some form of independent review content or ratings COMPARE Aid comparison of trim levels and features Highlight value for money Personalise and “make it yours” TIME INVESTED HERE VARIED THE MOST
11. CX DESIGN PLAN PROOF OF CONCEPT RESEARCH AMNESTY MINI FOCUS GROUPS DEALER VISITS 2 WEEKS PROTOTYPE ONE-TO-ONE TESTING DEALER VISITS 6 WEEKS
13. THREE MINDSETS ONLINE FIRST The internet keeps me in control of decision making, rather than the dealer.
14. THREE MINDSETS ONLINE FIRST The internet keeps me in control of decision making, rather than the dealer. DEALER FIRST There’s no point in seeing pictures online, I have to actually see and touch the car.
15. THREE MINDSETS ONLINE FIRST The internet keeps me in control of decision making, rather than the dealer. DEALER FIRST There’s no point in seeing pictures online, I have to actually see and touch the car. I browse for cars both online and offline. They both have different things to offer. AGNOSTIC
16. DEALER ONLINE AGNOSTIC
17. CX DESIGN PLAN RITE WITH FORTNIGHTLY ONE-TO-ONE TESTING DEALER VISITS 8x DESIGN & DEV CYCLES 5 MONTHS DEPLOY & OPTIMISE PROGRAMME OF QUANT & QUAL RESEARCH ONGOING RESEARCH AMNESTY MINI FOCUS GROUPS DEALER VISITS PROOF OF CONCEPT 2 WEEKS PROTOTYPE ONE-TO-ONE TESTING DEALER VISITS 6 WEEKS
24. GIANT LEAPS TO SMALL STEPS Determine what role or roles your website plays in your customer’s buying journey, and why by speaking to them and the people who sell to them throughout the design process. 1
25. GIANT LEAPS TO SMALL STEPS Set expectations about where they are in the decision making process, and what to expect next. 2
26. GIANT LEAPS TO SMALL STEPS Really illustrate, in detail, what the product is like to touch and feel. This creates an emotional connection between the product and potential buyers. 3
27. . GIANT LEAPS TO SMALL STEPS Allow for easy comparison across different ranges and options, so customers know what they’re looking for when they’re in store. 4
28. . GIANT LEAPS TO SMALL STEPS Understand which factors will get your product or service on the shortlist. 5
29. . GIANT LEAPS TO SMALL STEPS Your website can’t do it all: recognise which help and support is best offered in the right channel. 6
30. . GIANT LEAPS TO SMALL STEPS Recognise your customer when they come in-store from an online channel, keep the conversation going afterwards if they go back online again. 7
31. GIANT LEAPS TO SMALL STEPS Speak to people 1 2 Set expectations 3 Illustrate the product 4 Easy comparison 5 6 The web can’t do it all 7 Keep the conversation going Get on the shortlist