ABOUT

Concept

The process of finding a new car is difficult. With new technologies and schemes constantly arriving, a very saturated market and endless research destinations, Mazda was lost in the noise.
The opportunity for Mazda was to be empathetic and put their customer first. Mazda needed to recognise the human needs of car buyers and design an experience that made their experience easier. By showing up in these helpful moments, Mazda could have a voice - owning the moments of satisfaction and ease during the research journey for a new car.

Execution
We worked with Mazda to bring their brand to life across their research touch-points, by identifying and designing quick to long-term wins that embed human needs in their experience.

This involved a long period of discovery where we used a range of research methods to diagnose their current brand experience. This allowed us to understand where the experience could be elevated, which we took forward into concept designs.

Results

In customer testing, 100% of the concepts we designed were preferred over Mazda’s existing experience, showing that our designs had a marked improvement.

This result gave Mazda the data and future vision they needed to improve the foundations of their customer experience.