Challenge
Enhance existing features on Nissan’s global platform as well as create new tools and interactions as part of a push to focus on the customer experience. The solutions should balance the specific tactical needs of individual markets with the strategic global vision.
Solution
Practices in the automotive industry are extremely diverse across the world, and Nissan is no exception. All solutions were designed to accommodate variations in business model, content, car culture and language across these diverse markets, while maintaining an optimum experience for all users.
My work broadly covered five main areas:
- A series of enhancements and new features were added to the most popular – and most complex – section of the global platform: the vehicle configurator. These balanced myriad data types, settings and permutations across multiple markets, each with their own operational, financial and legal differences.
- Conception and development of a range of initiatives that move the offline journey online, creating immersive virtual experiences. Timelines were accelerated due to multiple markets’ need to respond to the Covid pandemic.
- The existing comparison tool was completely overhauled to create a clearer, more useful experience for the user, with a customisable set of features created for some markets, while maintaining multiple regions’ different data structures.
- Various customer journeys such as booking a test drive, searching for vehicle stock and getting service recommendations were enhanced.
- Important lead generators such as financing information and calculators were seamlessly integrated with relevant tools, along with offers and incentives.
User testing
On various projects, a feedback loop of user testing was employed, comprising both quantitative and qualitative research and testing. This helped to iterate a better customer experience, the results being optimisation of existing features and development of new ones.