PROJECT
MAZDA

AGENCY
SYZYGY

ROLE
SENIOR ART DIRECTOR

CONTRIBUTION
DESIGN DIRECTION
PRODUCT VISION
UX/UI DESIGN
VISUAL IDENTITY

YEAR
2015

INDUSTRY
AUTOMOTIVE

A unified vision for the web experience of Mazda Europe and Australia – one that is memorable, concise and focused. An idea that embodies a deep understanding of potential car buyers and existing owners, aligning seamlessly with their behaviours. Providing clear guidance for customer decisions and a tailored experience throughout the journey.

01.

Background

The web platforms for Mazda Europe and Australia are around four years old. Both markets are ready for a redesign and intend to build upon the latest tech platform currently live in Canada and Japan. However, the approaches in these markets differ. While Australia seeks an evolution of its existing platform, Europe envisions a revolutionary overhaul of the entire user experience. The challenge is to craft a concept that seamlessly caters to both preferences. The goal is to create an unparalleled customer experience for individuals purchasing and owning cars. Develop a prototype that effectively showcases the optimal fulfilment of the key needs of these users.

02.

Approach

Working from the experience principles, we create a clear and unified vision for the design approach. The customers told us their desire for a simple experience that is entirely relevant to them. The design uses Mazda's distinct car range, focusing on a simplified modular experience. This helps showcase each car's unique features. Free from complexity, the platform's engine learns and adapts to different types of customers, making the experience easy and relevant accordingly. By simplifying navigation and structuring the experience under three pillars – Discovery, Customise, Try or Buy – the process of choosing a car becomes extremely simple. The content dynamically adapts to different types of customers — Simply, know me.

03.

Outcome

The design direction considers the short deadline by prioritizing the delivery of a fully working responsive prototype with the main features and experience over the interface design. To balance the lack of craft due to the deadline, Ars Thanea is tasked with producing animated renders of the cars. This also pitches the proposed process of content asset creation for the website. Mazda's design vision and fully responsive web prototype are effective in its sales pitch to Germany's team. it opens the path to the next Mazda digital platform.

80%

Of the features in the experience are based in customer research.

Sucessful Pitch

The vision pitch for the new Mazda web platform is approved by the client.

The experience revolves around the 'Simply, know me' concept, where the new Mazda platform tailors experiences based on customers' entry points and profiles. Driven by an AI engine, it learns and evolves with each customer journey, offering time-saving, personalized user journeys. The goal is to streamline the online Mazda car purchase process and provide tailored service for diverse customer needs ●

Credits
Samuel Viani ⸺ Senior Art Director

Alice Cappo ⸺ Visual Designer
Dom Waghorn ⸺ UX Director
Harwin Chandra ⸺ Creative Director
﹢Cross-functional team ⸺ Project Manager & Developers

﹢Collaboration with Ars Thanea
Marcin Molski ⸺ CGI Producer
Tomek Wachnik ⸺ Associated VFX Producer

Duration
6 weeks

Agency
Syzygy

GUITARTUNA

VERIZON 5G

JIOHOME

CAMPFIRE

MITSUBISHI MOTORS

FUTURELEARN

NATURKLANG

MOBILET

SAINSBURY'S

ETIHAD AIRWAYS

RS CONNECT

MAZDA

IQOS

O2 PRIORITY

ARMANI

SWIMS

NIKE

WIZARDING WORLD

THE TELEGRAPH FILM

NICKELODEON