Work
User research, wireframes, prototypes, user testing, visual design collaboration, data analysis, design systems, conversion rate optimisation, stakeholder collaboration.
Driving Ambition: Redefining the User Experience for Mitsubishi Motors
Client
Mitsubishi Motors
Website
https://www.mitsubishi-motors.com.au
In this project, I collaborated with Mitsubishi Motors to revolutionize their digital presence and enhance the overall user experience of their online platform. The goal was to simplify the car-buying process, making it more intuitive and engaging for users. By leveraging user insights and innovative design principles, we crafted a cohesive and user-friendly experience that not only met but exceeded client expectations.
Conversion Rate Optimisation:
Working closely with the data and analytics team, I leveraged data, heatmaps, and recorded sessions across a variety of CX platforms to better understand customer behaviour during critical journeys - such as finding a local dealership, browsing and comparing a vehicle range, and using the global navigation to find information. Using this information, I collaborated closely with visual designers to improve the structure and flows of each journey, resulting in significantly higher click-through rates and overall better clarity of information and presentation.
Experience Principles:
In order to help align everyone towards a singular vision, I worked closely with the brand team to create digital experience principles that aligned closely with the Mitsubishi brand but were tailored to the unique challenges and expression of digital experiences.
Data-driven Enhancements:
Using site-wide analytics, the team put together a roadmap of enhancements and tests to run in order to continue to improve the site. This included redesigned vehicle pages, campaign microsites, vehicle pricing updates, and a new help centre.
Design System Updates:
The UI designer and I worked together closely to improve the structure of our design system, documentation, and work in progress files, leveraging design tokens, variables, and variants in Figma to connect design closer to code.
Final Design & Outcome:
The final design featured an intuitive navigation system, enhanced visual appeal, and streamlined functionality, making it easier for users to explore vehicle options and make informed purchasing decisions. Post-launch metrics showed a significant increase in user engagement and satisfaction, with a notable rise in conversion rates.
Reflection & Learnings:
This project underscored the importance of user-centered design and iterative testing. I learned the value of cross-functional collaboration and agile methodologies in delivering high-quality user experiences. The challenges we faced and overcame strengthened my ability to adapt and innovate in complex project environments.
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