HONDA | DIGITAL PRODUCT
Honda Financial Services aims to give people access to its automaker's cars and motorcycles. We were hired to help them develop a new strategy for their digital products building an MVP and managing the product for 6 months.
METHODOLOGY
We began with an immersion in Honda's context, interviewing around 25 stakeholders to understand their business and processes. Then we drafted a research plan and interviewed 143 people (clients and dealers) In 13 cities and 25 dealerships. This was the background to design a strategic plan and a narrative in order to develop prototypes and run testing rounds, coming up with the MVP backlog.
We crafted 12 personas in this project, 6 representing dealerships’ behavior and the other 6 consumers’ behavior (within all the products).
MVP AND RESULTS
After establishing the user journeys, information architecture and the UX flows, we started developing the APP. The first publication took around 5 months and the squad started to deliver incremental value every 3 weeks.
Our key KPI was the store's evaluation. In a couple weeks we were able to reach a solid 4.2 at Play Store, against 2.1 in the previous version. We also reached over 500.000 downloads and increased the active users by 32% and monthly bids by 30%, also against the previous app version.
Imagem produzida por Leandro Zambelli
Disponível em https://lzbl.com.br/
ROLES AND ACTIVITIES
Throughout the project I was the consultancy Design Lead. My main role was to guide the team on the design methods (research, strategy, UX and visual design). I also acted as a Product Owner for the first 10 sprints, prioritizing the backlog (aligned with the business stakeholders).
Activities performed:
– Service blueprint and user journeys;
– Interview script;
– Workshops planning and facilitation;
– Digital strategy (product vision);
– Creative concepts;
– App map and user flows (UX);
– Motion prototyping;
– User testing;
– Functionalities backlog;
– Quality assurance and client presentations.