Nissan Infiniti
Help users date cars
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We were engaged by Autotorq to oversee UX/UI Design concepts for Infiniti’s new automobility products.
The concepts would range from a Tinder-style car matching app for potential owners, to a prestige ownership product offering high-end services, and then The Grid - a way to sell car downtime to other users.
Finding ‘the one”
We kicked off with a series of stakeholder interviews in order to ascertain key requirements from around the business. We also appraised the work done on the project to date by the in-house team. We then used round table discussions and post-it sessions to bounce around and flesh out ideas - the most interesting of which was a Tinder-style app matching Infiniti models to customer preference.
Using some research into existing and desired customers, we then worked up some profiles and journeys, mapping known pain points with the car buying process (e.g. fifty first dates, physical paperwork) and generating some ideas for how our new offering could address these and streamline the experience.
Go with the flow
Moving into the UX Design phase on what became known as Match we started formalising some of the research findings and concepts into more definite user flows and wireframes, broadly following the car-matching idea. The flows had to take in account divergent routes, such as abandoned cart scenarios and users entering the process via different start points.
An adaptive questioning system was outlined also, giving examples of the types of topics and questions to be asked of potential customers and how the algorithm would change them depending on previous answers, thus recommending different car options.
Bodywork and trim
On into the formal UI Design phase, we really then started putting meat on the bones. Numerous innovations appeared at this stage as a direct result of seeing the user interface forming in front of us; the milestone screens and progress bar for example, to reassure users of their progress through the journey.
The product also had to project the prestige brand of Infiniti; edge-to-edge image based buttons on multiple choice questions, heavy black graphics with minimal white type to emphasise car imagery.
