Architecting end-to-end experiences
As the UX architect lead, I collaborated with Nissan to design a ground-breaking digital dealership for the first mass-produced electric car.
Objective: Develop a seamless digital journey for exploring, ordering, and owning an electric vehicle by integrating various touchpoints and providers into a unified experience.
Role: Lead experience architect - customer journey, reservation flow, ordering process, dealer interface, ownership dashboard
Agency: Critical Mass
Team: Account team, Project managers, Planner, Experience architects, Business/Client stakeholders, User research, Visual/Motion design, Engineering, Content
Responsibilities
Collaborated on-site with US client partners, championing user experience
Gathered business, user and technical requirements to map the new customer journey
Worked with management team to create roadmap, scope and estimate design work
Collaborated with creative team to brainstorm and define interface
Created page flows, wireframes and interactions
Worked with development team through implementation and QA
How did we do it?
Experience Modeling · Customer Journey · User Research · Concepting, Sketching & Storyboarding · Interaction Model · Flows & Design
1. Created an experience model with the client team
Equipped with an objective, I worked with the client partners to identify key components, which were then assembled into a map. This enabled the project management team and leaders to scope and plan the project.
2. Mapped the holistic customer journey across multi-channel touchpoints
During stakeholder sessions, I gathered requirements and advocated for our new driver, aiming to map the high-level and detailed processes of researching, ordering, and maintaining the LEAF.
The components were distilled into a seamless online customer journey. For ease of use, it was split into two documents; pre-reservation and post-reservation. This visual requirement document depicted multiple, moving parts as an easy-to-read guide that was used by all client partners and team members. Activities were displayed in swim lanes which were populated by departments and touch points. This 360 degree approach allowed us to thoroughly stress test the process with all stakeholders.
3. Exploratory research research to uncover insights
I engaged our research team to put together a test to validate the purchase process. A moderated online discussion and survey was conducted. Unsurprisingly, the consumer mindset was conditioned by the existing vehicle purchase process and found issue with inability to test drive and complete an in-home charger assessment before committing to a reservation. In response, we;
designed an immersive, sensory online experience,
built tools to help curious shoppers explore the realities of owning an electric car in context to their lifestyle,
developed comprehensive information about the home charger,
provided invitations to the North American LEAF tour to experience it in person, and
clarified that each reservation helped ensure sufficient supply.
4. Guided concepting, sketching & storyboarding to generate ideas
To create a feeling of ownership and excitement our team embraced the concept of a new driver. Throughout the experience we used modular tools and data visualization to harness the idea of technological advancement. As part of this, I led concepting sessions to brainstorm a dashboard exclusively for those that have reserved a LEAF. This would include all the tools, content and actions necessary to attain ownership of this completely new car.
Multiple scenarios guided a storyboarding exercise. This helped to define content prioritization and page sequencing.
5. Designed the interaction model for the reservation process
The initial reservation flow was accessed from the shopping experience. We used a wizard in a takeover modal to serve up bite-sized tasks to the potential customer. The linear flow enabled me to design a suitability survey that both guided and informed. This along with the full ordering & purchasing flow was my primary focus at the interface level. I was responsible for the wireframes, working through logic, collaborating with visual design, content, engineering and QA.
6. Created the detailed flows & design
Although exciting, the electric vehicle would not be right for everyone. Setting realistic expectations about limited charging infrastructure, battery range and vehicle storage was key. I created a suitability sequence for the reservation flow which embedded tools from the shopping process. Working with a roadmap of technological advances and feature releases, I designed the sequence to also calculate delivery timeframe. Next, I created interaction patterns and the detailed logic.
The Nissan LEAF reservation process delivered 90% conversion.
“The pre-launch and launch of the 100% electric Nissan Leaf was a digitally focused, tremendous challenge to take on and Sunny led our development of a seamless user experience with great strength, patience, and brilliance. Turning the complex offline program into an easy-to-use online user experience, unique to the industry was no simple task.”
Sandy Schadler, V.P. Client Partner, Nissan USA
