Nissan EMEA
DESIGN A LIGHT CAR CONFIGURATOR
The car configurator is one of the key digital tools in the decision-making process.
Context
Nissan is a global automotive brand which has started a mixed physical and e-commerce plateform in 2021. Due to infrastructural challenges, the smallest EMEA markets (called INSC) can't use the main car configurator solution and need a light version, easy-to-update and to implement in their landing pages.
Methods
- Market analysis
- Consumer research
- Wireframes
- Light prototyping
- Remote testing
- Analysis & Iteration
Consumer research
The following KPIs came from a study made on Nissan's website during FY20 by Adobe Analytics in France and UK. We barely discovered that people do not need to configure all the vehicle, when they arrive to the pack options, we usually lose customers.
Learnings & Opportunities
The car configurator is a desirable tool and a natural lead contributor. There are two kinds of users.
Light configuration
Interested in basic customization & price, don't want to use a tool.
Full configuration
Interested in detailed overview & customization in a dedicated tool.
Recommendation
A light car configurator shouldn't have a negative impact on its efficiency and should engage users at inception and at any step of the customer journey.
Usability testing
After asking all markets requirements, we identified that we had to design a light car configurator integrated directly in vehicles landing pages.
We tested 3 versions.
3 Prototypes
Desktop (x2) & mobile (x1).
12 User tests
4 user-tests for each prototypes.
00:30
Average time of a user test.
Preparation
The interviews were prepared in two weeks : the first week to recruit the panel (buyers or intents, car owners, etc.) and the second week was to prepare the test guide.
We used Testapic, an online user-test solution. Those remote tests need a rigorous preparation. We had to prepare carefuly all the question and create a precise path that would drive the user all the way through.
The user-test shows that our panel prefers to use V01.
Design for INSCs
As INSCs markets have different languages (hebrew, norvergian, etc.) or different legal requirements, etc. we had to design the car configurator several times in several languages and make sure the information structure worked at anytime.
Role
My role was to understand the needs, give directions and advice to a junior designer. When needed, help him to design, reorganize and rationalize the project.
I had to ensure we delivered an easy-to-implement feature in adequation with the actual habits of each market.
The design has been thought for all INSC markets, with all their constraints. We had some great interactions with 20 countries and some iterations with 3 main markets: Ireland, Israel and Greece.
Thanks for reading.
Other projects
Since 2018 I had the opportunity to work on design systems, customer experience, back-office, b2b projects, b2c projects, luxury and consumer goods. Discover my other works in the list below.
