Luxury Shopping , more intuitive. The new Mazda CX-90

Case Study
Written By Andres Fabian

Client: Mazda North America

Role: Creative Director, CX

Project Overview

In 2023, as the Creative Director of User Experience, I guided the entire process of this project, from research and design to implementation and post-launch.

This involved using my knowledge of Mazda's behavioral insights, interaction requirements, user expectations, and shopper's top tasks. We used insights and data to analyze, conceptualize, and design improvements for the 2023 Mazda CX-90 vehicle shopping.

Background

The introduction of the CX-90 was a huge endeavor. As Mazda's largest and most prestigious vehicle to date, the CX-90 represented a significant step towards cementing a presence in the premium luxury market. The vehicle offers two primary drivetrains: an inline 6 engine and a fully hybrid version. Each model designed to emerge as a leading vehicle within its respective class.

Insights

Our research involved performing more than 100 usability tests and benchmark studies utilizing UserTesting.com. To further analyze user behavior, we employed Session Cam, which offered valuable tools including; heat maps and funnels. Moreover, we obtained quantitative insights through the utilization of Adobe Analytics.

 

Problems to Solve

  • How to address two vehicle models and ensure a consistent yet unique experience.

  • Make it easier for people to find a the Trim that fits their needs. Whether it be within the inline 6 or Hybrid.

  • Modernize to being fully responsive, instead of adaptive.

  • Increase engagement whilst not compromising performance.

  • Improve product comparisons.

  • Evaluate different types of content to drive conversion.

 

Enhancements

Andres Fabian
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