Discover
Discover
Discover
1. User research
Analytics (Google, Userlytics), interviews, surveys, CRM, socials, feedback, reviews, find pain points and customer wants/needs.
2. Competitor analysis
Identify competitors, evaluate their product/strategy, compare, discover successes and failures.
Define
Discover
Discover
4. User profiles
Define user profiles based on Discovery phase and based on clients data and brief.
5. User flows/empathy map
Define customer flows and intended experiences. The What, Why and How? The heart of understanding the requirements/ problem you’re solving, as a User Centred Approach.
6. Technical assessment
Define what technical challenges may block ideas. What is the ideal solution versus what is the MVP.
Deduce
Discover
Deduce
7. Brand comprehension
Evaluate and understand the brands purpose and visual identity.
8. Map app/site structure
Decipher the structure of content, categorise content, card sorting, information architecture.
9. Scamp/wireframe
Begin scamping/wire-framing out user flows, incorporating information architecture into the flows. Are they fulfilling the customer needs?
Design
Discern
Deduce
10. Design system/component library
Building out a Design System is vital for identity, consistency, accessibility, and speed. Working out atoms, molecules, organisms, templates and pages, is a necessity for working in a pressured agile environment. It also outlines, typography, spacing, iconography, brand colour palette etc
11. Design screens/interface
Using the established flows/wireframes and the design system; design the screens in accordance with the platform/ operating system.
Discern
Discern
Discern
12. Product analysis
What are the products successes, where can improvements be made, what do the analytics tell you, have A/B tests shown differing results?
13. Reiteration
Design is always evolving and nothing is ever perfect. With constant advances in tech, there’s always room for improvement and this is the opportunity to reiterate the process and see where valued improvements can be made.
THE CHALLENGE
Maserati - Book a test drive
Design thinking challenge.
The Brief:
Design an appointment booking process to book a test drive with a luxury automotive brand. This appointment booking flow can be for any luxury automotive brand you choose (i.e Porsche, Bentley, Rolls Royce, Ferrari).
The Journey
● The typical journey that interested customers take is to arrive at the car brand's website, and then click on the ‘Book a test drive’ option.
● At this point, the customer is then re-routed to a portal that could be from the
manufacturer, a car dealership or a 3rd party appointment booking system that lets the
customer fill out a form to book a test drive.
● This is the booking flow that you will be designing.
Key deliverables
Don't be shy, this is not about playing safe but forward thinking. You are looking to introduce combined logic, creative talent and promote your approach for design
thinking. You will have to make assumptions so make it clear where and what you assumed to define your thinking. The final presentation is entirely up to you, whatever you feel is more typical for you and whats more comfortable to present, there are no limits.
An example set:
- An annotated digital or hand-sketched wireframe
- An annotated high-fidelity design for one screen (Figma, Sketch, XD)
Note: Annotations to explain your reasoning behind the page information architecture, layout, design and concept.
Project goal
Have fun! The expectation is that the task should be limited to whats possible within 8 hrs working time. Design an engaging, seamless and intuitive flow that lets the user choose a car they wish to test drive, input the relevant info and proceed to book a test drive.
Target audience
Between 35-55, HNWI, targeted for inner city buyers
Behaviours: time poor, quick to frustrate, used to service excellence.
User Behaviours
Behavioural Profiles
Competitor Analysis
These have already been made clear for the purpose of this brief. Under normal circumstances, user behavioural types would be expanded upon and researched further here.
There are 3 keywords within the brief...
Engaging, Seamless, Intuitive
Competitor Analysis
Behavioural Profiles
Competitor Analysis
Taking a cross section of examples of {Book a test drive] from the Audi example given, through to Bentley and Porsche, is a necessary means to get a quick and broad idea of current trends and how their flows work.
As the brief mentions, consideration needs to be given for integrating any 3rd party software, e.g. calendar invites (calendly, google calendar...)
Behavioural Profiles
Behavioural Profiles
Behavioural Profiles
The user behaviours have already been outlined in this brief. However, this is the stage where I would outline in further detail, behavioural profiles - not user profiles!
User flows are next; but I need to select a manufacturer. When researching car manufacturers, I did contemplate Tesla, however, in terms of luxury and aesthetic of the cars, one stands out...
Maserati. And I want one 😁😁
User Flows
Technical Assessment
Behavioural Profiles
In this instance, there is one flow [Book a test drive] - this is the “requirement”. From the competitor analysis, there are the following considerations...
What are the minimum personal details that are needed for data capture? Where should the dealer locator come in the journey?
The journey should be personalised, the clientele are used to excellence and will appreciate and engage with personalisation. The users are time poor, and easily frustrated, so visually it needs to be uncluttered and to point! Needs to feel like a seamless journey.
Technical Assessment
Technical Assessment
Technical Assessment
The are 2 technical aspects I would consider for this flow, the use of cookies for personalisation and whether to jump to a new url, or iFrame an overlay.
iFraming an overlay would reduce load times as it could be loaded in the background of the original web page. And the use of cookies for personalisation would help make the experience more bespoke to the end user, who are used to excellence, as outlined in the brief. However, there would always be a fallback generic option, if this was not available, due to time or budget pressures.
The brief explains to make assumptions, so for the purpose of getting the creative idea across, we will assume these technical aspects are fine.
Brand Comprehension
Technical Assessment
Technical Assessment
Understanding the brand is necessary for the ideas and creative execution. Maserati have their own site and I have found a set of brand guidelines online to help understand some aspects of the brand.
Maserati (Italian: [mazeˈraːti]) is an Italian luxury vehicle manufacturer established on 1 December 1914, in Bologna, The Maserati tagline is “Luxury, sports, and style cast in exclusive cars, and the brand’s mission statement is to “Build ultra-luxury performance automobiles with timeless Italian style, accommodating bespoke interiors, and effortless, signature sounding power.
This is in keeping with the brief, of luxury and excellence.
Content Structure
Content Structure
Content Structure
From the competitor analysis it was evident that there was either a Single Page form, or Stages.
Conducting research into the pros and cons of both approaches, there is no right or wrong answer. However, many studies showed that multi-step forms tested better, with higher conversion rates and better performance on engagement.
https://blog.hubspot.com/marketing/state-of-email-lead-capture
https://www.business2community.com/online-marketing/testing-2-step-vs-1-step-conversion-forms-022833
https://conversionfanatics.com/multi-step-or-single-step-forms/
https://www.ventureharbour.com/multi-step-lead-forms-get-300-conversions/
Lo-Fi Wireframes
Content Structure
Content Structure
Going with a multi-step approach, there are 7 steps...
- Personalised intro (or generic fallback) based on time of day (Good morning, afternoon or evening) and use of the device’s geo location to find the nearest dealer.
- List of top 3 nearest dealerships.
- Car/model selection.
- Input form, shortened.
- Calendar date and time finder, possible 3rd party integration here.
- Confirmation screen, possible add to calendar functionality. Aim high, not MVP!
- Possible share screen, if user/client wants their network to know and it helps with manufacturer exposure.