Digital Showroom Design for Mitsubishi
Mitsubishi Motors approached Milkinside, with an ambitious vision: to elevate customer engagement and drive sales through a mobile app featuring a digital vehicle showroom. As a designer on the project, I collaborated with a multifaceted team that included lead designers, directors, developers, and client stakeholders from Mitsubishi Motors.
Role
Product Experience Designer
With
Milkinside
Client
Mitsubishi Motors
Crafting a Narrative-Driven Showroom
Challenge
The crux of the challenge lay in designing a digital vehicle showroom experience for Mitsubishi that could captivate and educate users. Crafting the right storytelling elements to guide users through this digital journey was intricate. The story had to be compelling yet intuitive, serving as the backbone for the entire user experience. Additionally, envisioning how this narrative would dynamically animate and adapt as users navigated through the showroom presented another layer of complexity. This demanded an intricate melding of user experience design, visual elements and narrative pacing.
Conceptualizing Story-Driven Flows
Approach
Recognizing the significance of storytelling in crafting an impactful user experience, we initiated the project by conceptualizing the narrative that would guide the user flows and transitions. My approach was iterative, encompassing a range of activities from wireframing interstitial experiences to meticulously choosing visuals and crafting copy that would resonate with our target audience.
Designing for Engagement and Conversion
Solution
We designed a digital showroom for Mitsubishi, harmoniously blending storytelling, intuitive user flows, and dynamic animations. The experience wasn't merely a visual feast but a comprehensive user journey that educated prospective buyers about each vehicle in the lineup. Each story element was meticulously woven into the user interface, serving as guideposts that effortlessly led users from one point of interest to another. The design also featured transitional wireframes and animations that fluidly connected different segments of the user journey, keeping users engaged and immersed. Visual design elements were sourced to not only enhance aesthetics but to reinforce the overarching narrative. The end result was a digital showroom that not only showcased the vehicles but also told a captivating story, making it an effective tool for both user engagement and sales conversion.
Reflection
Driving Sales through Story
In focusing solely on Mitsubishi's vehicle showroom, this project underscored the importance of narrative in design. The challenge was twofold: crafting a compelling story and integrating it into the user experience, all while considering how animations could enhance the storytelling. The outcome was a harmonious and immersive user journey that not only elevated the brand but also catapulted Mitsubishi from 7th to 2nd in regional sales. This success reconfirmed my conviction in the transformative potential of narrative-driven design.