First to market online automotive 3-D Configurator
Transforming a flat digital brochure automotive website into an immersive and realistic experience to drive leads and sales.
The Genesis Configurator is a first to market 3-D vehicle configurator, compatible across all browsers and devices. “The Virtual Showroom” contains three distinct features that cater to the different aspects of building and pricing your own car: Playing, Building and Locating the vehicle near you. It is built in Web GL with capability to export into CG assets for AR & VR.
The previous version of the configurator was a flat 2-D experience that did not make the user feel like they were experiencing the vehicle first hand. Our expectation was to create an immersive 3-D experience that broke the standards of typical automotive build and price tools but still resonated with the brand’s core users and their needs.
While crafting the end-to-end experience with the team, I primarily focused on strategy, research, testing and UX Design.
1. UNDERSTAND USER NEEDS AND GOALS
To create a more personalized experience around the different model types, we wanted to get a better understanding around differences that may speak to a certain user. Multiple Research techniques were conducted with criteria based around different segments as proposed by analytics and aspirational persona profiling. With our learnings we were able to understand how to personalize different content needs, cadence and structure, feature priorities and auto shopping research tools. I conducted discovery & user interviews, user surveys, contextual studies, gap analysis, content audits & analytics audits.
2. WIREFRAMES & VISUAL DESIGN
Once clear distinctions were analyzed between the different model configuration needs, content and features were wireframed using Sketch. The hierarchy and cadence of the components were structured by the survey segment findings. Designs were then prototyped in Marvel to help us test and learn.
3. TEST & LEARN
A/B Testing was conducted to uncover user preferences as well as usability studies to make sure the experience was on point with Genesis core users.
“It is really an outstanding experience. I really liked the 3-D models, it’s one of the best I’ve seen on a site like this. It felt responsive, cool and genuine."
- Brad, User Testing participant
4. LAUNCH & OPTIMIZE
Once the experience was launched, I conducted ongoing contextual usability studies with NPS rating scales to measure satisfaction ratings. Data reporting is also performed weekly to stay on track of core KPI's.
"I think this is where the future is"
- Carrie, User Testing participant
Since the launch of the Configurator, Nov 29th 2018, Genesis has been receiving rave reviews. Users are most impressed with the 3D graphics, ability to see all angles of the car and how innovative and fun the experience is. The configurator has seen a +198% lift in Starts and a +101% lift in Completes. Additionally, it had a positive impact on Genesis.com overall, with the total site seeing a +44% increase in visits and 17% increase in leads.