When the Covid-19 pandemic forced the cancellation of the Brussels Motor Show, Mazda faced a challenge: how to maintain the excitement of one of their most important sales moments of the year without the physical event. Instead of losing this opportunity, Mazda decided to bring the motor show experience directly to the customer by creating an engaging online platform.

The “digital showroom” allowed visitors to explore Mazda’s latest models from the safety of their homes, while also driving conversions through tailored content, clear product storytelling, and intuitive pathways to purchase or discover Mazda’a models.

In combination with the digital world, a physical “drive Thru” was created for people to enjoy and discover the Mazda vehicules from within the safety of their own car.

This project not only replicated the atmosphere of the motor show but also reimagined how car brands can connect with customers in a digital-first world.

Product designer

Developers
PM

Press Mazda Press 
Knack 
Media Marketing 

How can we let people discover physical cars while the world is in total lockdown?

We discovered 3 types of customers for the platform.

For each of them we had to find the correct exit points and CTA’s within the page and customer flow

A customer who knows nothing about Mazda’s cars and was still discovering the brand and it’s offerings.

For this user we had to keep in mind that he still need all information and needed it tiered and in a clear manner.

The customer who has already seen Mazda’s cars and might have already looked up what Mazda is selling, but might still need some technical information,

This customer just needed to get to their car of choice easily and find exactly the information they needed in a concise manner.

This was also the most important customer, because they still needed a nudge into the buy flow. Therefore they were also enticed to ask for a testdrive or a call with and agent.

The last one was the customer who already knew he wanted to buy a Mazda but was just waiting for the Brussels motor show.

For the last user we wanted to take away as much hurdles as possible. We just wanted them to go to the configurator and buy the car.

Design

We needed hero section on our platform that would appease all 3 of our customers without having too much information.

For this we created a hero image with the 2 main CTA’s; “buy” for the decider and “Testdrive” and a campaing video to increase recognition for the doubter and discoverer, with underneath it the car selector and a section to show a video with information about each car.

This way evey type of user could find what they wre looking for.

From this Hero section every user could easily get to their specific section in the flow. We also gave the page a logical and chronological order. The deeper you would scroll the more dense the information would get with and we would repeat the CTA’s at logical spots.

Deeper within the page we also created the easy discovery module.

A place where more information could be found about a car and where Mazda could highlight their chosen topics.

This was very important for the doubter persona, since this is what they ere looking for. Close to the easy discovery module we repeated the “Testdrive” CTA.

This all accumulated in different wireframe iterations and a final design.

The result was a digital motorshow where all types of customers ranging from people who were just discovering the cars up to actual buyers could find what they needed and were pointed in the right directions.