Enhancing Mazda’s Rich Media Display
Background
In 2020, Mazda contracted Exponential, a digital media partner, to develop Video Driven Experience (VDX). The project aimed to create interactive display units that provided a one-of-a-kind video-based experience for viewers.
The project offered an incredible opportunity to design a unique template, allowing for innovative and creative digital advertising.
The Problem
Two years later, these interfaces began to encounter problems such as poor performance, low conversion rates, and high bounce rates. The banners that were initially designed had several unknown usability issues that created obstacles in the users' shopping journey, causing frustration among them.
Users were not engaging with the units, causing the company thousands of dollars, leading to a drop in overall revenue. It became evident that a major overhaul of our design was necessary. After conducting extensive research and user testing, we identified the pain points and set out to create a more intuitive and seamless experience.
The improved interfaces incorporated user feedback and best practices, resulting in enhanced performance, increased conversion rates, and reduced bounce rates. These changes empowered users and restored their trust in our brand, ultimately driving higher customer satisfaction and improved business outcome
Challenge
The master template needed to be re-designed in a way that accommodates the user needs, the business goals and technical restrictions of the unit. Partnering with INNOVID, we were able to iterate and enhance the entire suite of banners
Research
A study was carried out on the performance of each ad unit to determine which layout, content, features, and functionality were effective, particularly for audiences in the early and middle stages of the purchasing process. The findings revealed that the gallery and vehicle features were the most successful aspects, but surprisingly, the recognition received by the vehicles also ranked highly among the most successful content. A survey conducted after the purchase indicated that the second most common reason for buying a Mazda was a recommendation from friends and family.
Design Approach
Finding ways to enhance existing banners to improve the performance, I followed these step-by-step instructions:
Determine the areas of focus
Based on research, I identified the navigation, gallery, vehicle features, and review sections as the key areas to concentrate on improvements to interactive units.
Design visually appealing elements
Keeping in mind the need to capture and maintain the audience's attention, we created visually striking elements for each section.
This included selecting high-quality images, choosing an appealing color palette, and incorporating eye-catching graphics.
Craft clear concise and engaging messaging
Recognizing that the average time spent on Rich Media Banners units is short, I ensured that the text accompanying each section was succinct yet informative.
The team carefully selected impactful actionable language and focused on conveying the most important details within a limited word count.
Implement a modular layout
Considering the need for flexibility and easy updates, I opted for a modular layout approach.
This involved dividing the Rich Media Banners interactive unit into separate sections, each with its own distinct design and content.
This way, the unit can be easily modified or customized individually without affecting the entire layout.
User Testing
Usability testing with user testing.com was then carried out to ensure the approach was correct and optimized for performance.
This test was designed to validate the following hypothesis:
Hypothesis #1 : “ When it comes to vehicle feature headlines. Straight forward descriptive headlines hold better click-through rates than Non-descriptive headlines”
Hypothesis #2 : “ A mobile - first approach to the user interface will lead to higher banner engagement rates and click-through rates “
Hypothesis #1 : “ Better legibility leads to higher consumer satisfaction scores and better brand perception “
Results
The results of the usability testing confirmed the hypothesis and helped the team to continue to refine and optimize the unit's design and content. Innovid’s new rich media displays showed a 150% improvement in overall metrics.
