Genesis

Engaging 3-D Retail & Event Experience
CHALLENGE
To transform and optimize the Genesis online configurator into an engaging and interactive touch-point retail and event experience.
PROJECT SUMMARY
The in-person experience should allow the user to engage with an immersive 3-D experience that inspires play and curiosity. Multiple people at a time can interact and view the highly detailed assets change in real time as user turns, spins, opens, and changes colors with the touch of their hands.
BACKGROUND
The Genesis online configurator is designed, built and optimized for a online experience, not a in-person experience where gestures, goals and interaction is different. We set out to optimize the new configurator for a better in-person experience that makes sense at events and retailers.
MY ROLE
While crafting the end-to-end experience with the team, I primarily focused on strategy, research, testing and UX Design.
THE PROCESS
1. UNDERSTAND DIFFERENT INTERFACE NEEEDS AND GOALS TO OPTIMIZE THE IN-PERSON EXPERIENCE
To create a optimized in-persn experience, we wanted to get a better understanding around differences from the online 3-D configurator. Multiple Research techniques were conducted based the existing tool. With our learnings we were able to understand how to tailor the experience for a large touch display screen that promoted the user to play and be delighted rather than a build and price funnel. I conducted UX Audits, Field Research, Usability Testing, User Surveys & Analytical Reporting.
2. WIREFRAMES & VISUAL DESIGN
Due to a tight deadline, we were able to annotate current designs for UI/UX improvements and reflect immediately in visual design. These were featured mainly around creating a drawer navigation for user to easily change vehicle models, adding visible hotspots, animation time outs and focusing the user only on the front portion where they are able to play vs build and price the vehicle.
3. TEST & LEARN
Field Research was conducted at the LA Auto Show to uncover user preferences & usability issues to make sure the experience was on point with Genesis core users.
4. LAUNCH & OPTIMIZE
Event satisfaction surveys with NPS rating, data reporting are conducted at every auto related event to stay on track with business KPI's and user satisfaction. UX/UI improvements are identified as high vs low priority items and then tracked in Jira for production.
5. RESULTS
During the LA Auto show debut, we were able to measure 320,602 brand impressions, 8 min, 19 sec dwell time, 2,224 hand raiser leads, a 147% increase from 2018, 256 dealer leads, a 127% increase from 2018 and a 83% satisfaction rating for the visualizer.