Digital Marketing Initiative Across Web, Mobile, and Kiosk
Business Goals: PERQ was looking to improve upon the microsites and native kiosk applications that were part of their incentive-based marketing campaigns for clients in the auto industry. They wanted an alternative solution to the dated in-store kiosks being used in auto dealerships, as well as a cohesive digital experience that would transition better across desktop, mobile, and a variety of kiosk types.
User Requirements: Clients needed more than one way to engage their customers in their auto dealerships. A singular, and dated, in-store kiosk setup no longer fit their sales process. Existing and prospective clients needed to leverage other devices as part of their engagement with customers and online marketing to their customers.
User Research and Usability Testing: Through several qualitative interviews and usability tests of the current microsites and in-store kiosk experiences, I lead open-ended conversations about end-users’ experience with the digital promotions through questions like, “What are your pain points?,” “What is going well?” and “What do you wish could happen next?” Then, I prioritized the problems that came out of those conversations with quantitative research through online surveys with customers (end users) of the digital experiences. Through a better understanding of our users, as well as the problems with the old microsites and in-store kiosks, I came to a hypothesis that users wanted a more engaging, trustworthy, and updated digital experience that included compatibility with mobile devices, too.
User Workflows: Working with a product manager, we updated our user workflow diagrams from the original versions to a revised logical flow of information that reflected what I discovered during research and identified new use cases.
Wireframes and Clickable Prototype: To help us begin to validate the hypothesis and product vision for what the new solution should be, I created wireframes for each user flow. I quickly moved to a clickable prototype that was then used as part of internal usability testing so that I could get early feedback and optimize the designs before we committed development resources.
Minimum Viable Product (MVP): The MVP was released to a subset (beta group) of PERQ’s clients to get their feedback as we continued to make improvements to the web, mobile, and kiosk solution for their incentivized marketing campaigns. Through an iterative design/development process, it became a much more responsive, engaging, and fluid experience across the desktop web, mobile devices, and in-store kiosks (with an increased reputation in trust). The company is also using the MVP to pursue other markets to help them unify their in-store and online marketing, as well as increase sales while creating fun experiences for their customers.
Cars For The Cure and Sizzle & Savings graphic design created by Blake McCreary.