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.