Define and develop a mobile web experience for the Fiat 500 family brand. We set out to optimise the car purchase journey through mobile channels, to drive awareness and desire towards the Fiat 500 models and convert them to real leads and test drives, while encompassing a strong brand experience.
To create a clearer definition of what we needed to build we analysed the data from a quantitive research study taken across different markets to gather insights around customer behaviour and needs. The research showed where mobile web can be important within the customer purchase journey and what experience could funnel customers towards the dealer. Customer Purchase Journey Included; (INSPIRATION - EVALUATION) - CONFIRMATION - RE-CONFIRMATION - POSITIVE USAGE
From these insights gathered we ran workshops with the client to generate ideas, looking at functionality, interactions, journey’s the user would take, and how we could improve the experience in combination with Fiat’s new CRM strategy. I created a user flow before sketching out high fidelity wireframes and flows, helping to visualise what the site would encompass and the style of the navigation. We crossed checked the mapped features and journey’s with personas created out of the research, making sure to accommodated the different user’s needs and behaviour’s.