Mitsubishi
Turn for Tunes
Mitsubishi wanted to build an experience where users could 'test drive' the 2017 Mitsubishi Outlander Sport. Users turned the wheel to the desired location and were served a playlist for each landscape. Users also had the opportunity to get a full 360˚ view of the car.
Research
Like a number of other campaigns, this project began as a presale and then was sold as a full experience. I began the research portion of this process by referencing the presale, checking out the Mitsubishi website, and browsing their social media sites so as to get a comprehensive understanding of the brand's look and feel.
Since this experience was a custom playlist selector where the user turned the wheel to view different playlists, I also needed to do extensive research on how the wheel would operate.
User Flow
Following research, I outlined a user flow of the different frames that we would need to mock up.
My vision for the experience was to mimic the act of jumping into a car to go for a drive. When the user landed on the page, they saw a splash screen with an image of the exterior of the car, and then they would transition to the interior where they could turn the wheel to view different playlists. Other initiatives I took to reinforce my vision included choosing page entrance and exit animations that would support my design direction.
This original layout was built mobile first and designed to be responsive for desktop. Unlike other campaigns that I have produced, Mitsubishi was designed to have five snap points.
After the wireframes were completed, the client was tapped for multiple rounds of review. Throughout the design portion of the process, I helped the designer mediate between the client's requests and design constraints. The final designs were successfully implemented and can be viewed above!
QA
For the Mitsubishi QA process, I devoted a lot of time to testing the site at the five different sizes to ensure that assets were aligned properly and that it was functioning as expected. I also spent a lot of time communicating with both the development team and the project manager to get the wheel to operate smoothly.
Campaign Maintenance
During the campaign's flight I gathered metrics from AdStudio, our proprietary data tracking system, on the campaign's performance. The information was then placed in a brief worksheet for easier data visualization.
We found that,
- Mitusbishi had high completion rates averaging 53% for both desktop and mobile
- Most users were selecting the Desert option (which was a high priority for the client)
- Overall high interaction with the site
