Mazda Dealerships

We were tasked to discover and research a business problem that can be approached with a digital experience design solution. We found a great opportunity in Mazda’s dealership vehicle maintenance services and found various touchpoints that our team could intervene and improve the user and customer journey of the already existing myMazda application

This led our team to conduct a visual redesign of the application with the addition and redesign of many application features, with my role consisting of designing the new user interface and improving the user experience of the various customer touchpoints.

Section 01

The Problem

According to a 2018 Cox Automotive maintenance and repair study (survey of 3,550 participants), Vehicle services are the source of 50% of dealership gross profits. However, we found that 85% of new Mazda owners are not choosing a dealership for their vehicle service due to poor experiences caused by:

1. Perceived Unfair Pricing

2. Lack of Transparency

3. Time Cost & Uncertainty

Section 02

Framing

As this problem is actually an industry wide problem not unique to Mazda, the first step the team took to better frame the problem for Mazda specifically, was to interview Mazda owners and map out their current owner journey and the journey of a typical Mazda service appointment. At this point we were introduced to the MyMazda application.

Currently, the app allows owners to control and monitor their vehicle and offers functions such as starting their car, checking the status of their vehicle, and booking maintenance and repair appointments through a third-party web page. However, our interviews showed multiple gaps in the experience where owners were frequently taken in and out of the Mazda branded touchpoints and brought to 3rd party services.

Additionally, we identified that both touchpoints of a service appointment and the MyMazda application did a poor job of bringing awareness to maintenance needs, keeping the vehicle owner informed during service, and providing a detailed and easily accessible service history; all of which can directly address the main customer concerns of poor perception, transparency, and uncertainty.

Section 03

The Solution

The final redesign of the MyMazda app addresses every single step in the owner journey, by adding new easily accessible features and by integrating 3rd party features into the app itself.

Bringing Awareness to Maintenance Needs

In a dedicated service tab, owners can see when and why they need a maintenance service, what each service contains, and even the estimated time and monetary costs. By including this information, we are bringing transparency and a higher value perception to the owner.

Keeping the Owner Informed During the Service

When a customer is at their service appointment, they can follow along with updates through the in-app screen that provides them with an estimated finish time, and updates on the vehicle status. Also using this screen, customers can easily message their appointed service advisor, and view an inspection video created by their maintenance team.

The addition of this during service feature, establishes a trustworthy connection between the owner and service team, accommodates busy schedules by providing live updates, and provides price transparency to mitigate owner frustration and anxiety.

Allowing Owners to Make Informed Decisions

During a service, sometimes there are additional work that needs to be done on the vehicle. To provide transparency and comfort for the owner, we added a video notification feature that is accessible within the during service screen.

This allows the mechanic to clearly show the need for a service, and for the owner make a knowledgeable decision rather one based on social pressure.

Providing a Detailed Service History

When a Mazda owner is ready to sell their vehicle or wants to review past services, they can access their service history within the application and view all the information associated with that service, such as: the service summery, service videos, inspection reports and the receipt.

This feature can support the transition of vehicle ownership and introduce a new owner to the benefits of the MyMazda touchpoint; instilling an already established value perception in a new user.