A more months project from ticket brief over research to a ux strategy and new created experience journey with updates in CRM and co-creation with the Genesis CX team
2023 for Argonauten as Experience Director
A new experience should generate more test drive leads. One challenge here was definitely that a big driver of the journey not working so well was the lack of availability of individual models for the test drive. And to combine different test drive experience models into one journey. Our basis was a very outdated looking form, without tracking layer or user feedack.
First we analyzed the current situation and tried to start a kind of problem analysis with very little data available. This involved a competitor analysis as well as out-of-industry benchmarking.
As the API definition is a huge data layer in the process we paired with the CX team. Together with the analysis of the CRM processes, we created a valid basis for the further development of the journey.
We have created 4 customer journeys on the subject of Test Drive. We were able to define a large number of UX KPIs here. This was also the tool for the Genesis, internal communication.
Based on the journeys, the data nodes were visualized in the form of data flows. This allowed us to be on track with the DEV team right from the start in terms of the APIs which needs to be integrated.
Based on the journeys the UX team defined all necessary user flows with wireframes and documentation. Which then been integrated by the UI team in the design system.
We rolled out the new test drive form through the Genesis Europe markets Germany, UK and Switzerland. We placed a more condensed and easier to understand test drive content page and simplified the test drive journey through the website. With all of this we gained a lot more qualified test drive leads which were able to follow up by the Genesis market teams.