SiriusXM - Nissan Account

Web, App and Wearable Design

Project Overview

NNA’s Nissan and Infiniti brands were getting an upgrade in the Telematics Control Unit(TCU) for their next year models. The upgrade would allow their Nissan customers a chance to enjoy new telematics products, which at that time were, only offered to their Infiniti customers. With that upgrade, their customers would also need an avenue to be able to use these new products, just like the Infiniti customers could, via web and app.

The Challenge

To give Nissan customers the same capabilities that Infiniti customers had. The problem was Infiniti’s web portal and the app was too hard to use, not intuitive and time-consuming. After their free trial period expired, the conversion rate was low. We were tasked to improve usability and conversion for the web and app as well as create stand-alone wearable’s for both brands– all in six months. To add to the challenge, two months before the end of the project we were asked to deliver both brands in Canadian French and English too. All of it was delivered on time.

My Role

I worked closely with a team of product managers, engineers and led a team of eleven talented UX designers and writers to completely redesign and implement new products on NNA’s web portal, app, and wearable for both brands. Our end goal was to accomplish a simplified product that was faster, easier to navigate, and use.

Discovery

Before diving into the overall UX and redesign, I had a member of my team conduct a competitor analysis to better understand the industry and where the product fit in the industry. The researcher and I also conducted user interviews to see where the existing pain points were on the Infiniti web portal and app. Some of our interviews were with internal teams that were familiar with or worked on the account. They were made up of Marketing, Engineers, and QA, who would have a better understanding of the account. They were challenged with setting up a speed alert on the old platform. We found that they, even though they were close to the account, couldn’t figure out how to do this. On successful completion, a few were not sure it was active.

Testing Infiniti’s customer portal and mobile app.

Competitor analysis of the mobile app from some of the major brands in the industry.

Define

After interviews, we re-grouped to discuss what we had learned and conducted a brainstorming session. We were able to identify themes, refine our insights, build personas, user flows and user journeys. From that, I was able to craft a plan for the problem and ideas for potential solutions.

New product features we needed to consider.

Personas:
Based on what we discovered during our research phase of the project several personas were born from it and the demographics of their customers. Designing for them helped us make informed design decisions as we had them always in mind.

User Journey:
Keeping them in mind, they were able to map out a user journey of the personas using the new features. Understanding their decision-making and their needs allowed us to brainstorm opportunities required for them to successfully navigate through the web, app, and wearable.

User Flow:
I also created a user flow for the key tasks within the app: turning the vehicle on and off, to set a speed alert. By going through the flow of the key tasks it helped me think through the core activities and ensure a seamless process no matter what platform they were using.

Wireframes

We took the mobile app first approach in the beginning. Here are a select set of wireframes, with several rounds of iteration and the high fidelity final option.

Usability Testing

As this project was moving fast I opted to have the team use Usertesting.com as well as recruiting a handful of co-workers to participate in the usability testing. With the prototype up on InVision, we were able to test and quickly make changes and test again.

Outcome

After several months of testing, prototyping, and iterations we hit the mark with users, stakeholders, and the client. We reduced over all complexity by 50%; cut parameters on the services, for example, Speed Alert from 4 to 1 and on Boundary Alert from 8 to 4. Plus, conversion rates are up by 15%.