PROJECT
MAZDA
AGENCY
SYZYGY
ROLE
SENIOR ART DIRECTOR
CONTRIBUTION
DESIGN DIRECTION
PRODUCT VISION
UX/UI DESIGN
VISUAL IDENTITY
YEAR
2015
INDUSTRY
AUTOMOTIVE
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.
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.
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.
Of the features in the experience are based in customer research.
The vision pitch for the new Mazda web platform is approved by the client.
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
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