Case study: Mitsubishi IA

It became apparent to us that our experience needed to be simple. We needed to create clear channels that speak to users at the appropriate part of the consumer cycle.

We devised a Subjective organisation scheme and categorised it in a fashion that considers the user’s mental model. This type of categorisation helps facilitate learning by assisting users to understand and draw connections between pieces of content.

The content must lend itself to users very quickly allowing users to self-identify which audience they belong. Essentially a user should always find a relevant entry point from the top level menu items.

HOME - The homepage was designed for someone in the Awareness stage and organised around the specific subject matter of Mitsubishi cars and the Brand story around the development of these vehicles. Create awareness of the brand and its heritage values and future for the emotional user types.

Quickly let the rational user types find what they're looking for while subtly offer up emotional arguments for Mitsubishi.

Quicklinks - Organised around content that considers the needs, actions, questions, or processes that users bring to the e-commerce process. Function as a frictionless gateway between the online world and local dealers, both for potential and existing owners. Allowing users to access the core Key business actions all in one location.

CARS - The cars section was designed for someone in the Consideration stage and Organised around the specific subject matter of Mitsubishi cars and content that considers the needs, actions, questions, or processes that users bring to the car selection process.

Lead the user on a brand narrative and present Mitsubishi's range with the purpose to create desire, in particular for the active-emotional user type. Provide rational user types with all the tools they need to make a decision, presented in a way to tap into their emotional decision making ideally.

BUY - The buy section was designed for someone in the Purchase stage and organised around content that considers the needs, actions, questions, or processes that users bring to the buying process.

OWNERS - The owners section was designed for someone in the support stage. Organised around the segments of users that require information around servicing and maintaining a vehicle. Used by the business to build brand loyalty and provide ongoing support to Mitsubishi owners.

There is anecdotal evidence that Mitsubishi has a very high percentage of repeat buyers (up to 90% from dealer feedback).

We recommended Owners because there was obviously a need to make users a priority, for owners not in the shopping process. There was a need to nurture the relationship with the customer and allow them to quickly find information that relates to their warranties without logging in.

Discover - The discover section was designed for someone in the discovery stage and organised around the specific subject matter of Mitsubishi's active role in brand development and technology to educate users and create brand affection.

Celebrating Mitsubishi's active role in the motor industry innovation

RESULT - A good IA foundation to support an efficient user experience. - Solid taxonomies that are modelled on our target audience - A solid data model for the engineering team to architect the project