Genesis-test-drive-journey

The challenge

The new experience should generate more test drive leads. One challenge here was definitely that the journey through the website was unclear and messy. And different test drive experience models were pressed into one journey with an unclear story. Also we didn't have any data like tracking or user feedback to build our new experience on.

Our achievements

We achieved the business KPI to gain more qualitative test drive leads (Up to +48%)

We have simplified the user-centered journey and added tracking data layer to gather insights and learn

The new form built also the basis for test drives fulfilled by the new business layer: The Genesis Retail Partners

We were able to update the Genesis CRM to our determinations

Our way to go

1. Understand

First we analyzed the current situation and start with a problem analysis. This involved a competitor analysis as well as out-of-industry benchmarking and stakeholder interviews.

2. Cooperate

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.

3. Map and prioritize

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.

4. Data-modelling

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.

5. Design

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.

6. Implement

Based on our UX and UI work we paired with the dev team to guarantee that the implementation works, feels and looks like defined.

Genesis Test Drive Journey Re-Work