Yamaha Customer Journey Prototypes
In 2021, I helped design and bring to life a unified vision for Yamaha Motor Company’s digital business transformation. The work involved reimagining the customer journey and validating the concept with three accompanying prototypes. The prototypes demonstrated a unified, intelligent digital ecosystem that could anticipate and offer solutions to customer needs, create a space for new and existing customers to interact with the brand, and elegantly mend the customer experience gap between Yamaha’s power sports products and their online presence.
Key insight: To accelerate growth at the business unit and company level, Yamaha needed to unify its disparate approach to their customer’s experience. Yamaha was excellent at tailoring products, services, and data at the business unit level, but it needed to unlock a unified way to consistently bring their customers a world-class experience across both their digital and physical touch points.
Working side-by-side with a fellow Senior Product Designer, we collaborated with design research and our Product Design leadership to create and iterate on proof-of-concept prototypes. The final deliverables showed how we would connect, enhance, and sustain Yamaha's CX through a single customer's purchase of a new WaveRunner. The prototypes were presented as the culmination of a months long process of research, workshops and design. Work done at Material.
Synthesis & Definition
Prototype User Flows - Miro Boards
Ideation & Process
Design Research Themes, Prototype Flows, & UI/UX Sketches
As the project evolved over 3 months, my sketches incorporated insights from the ideation workshop, design research themes, and client and product design leadership feedback.
Prototype Iterations
Customer Journey Prototype Flows & UI Explorations
Working closely with a fellow Senior Product Designer, we created 9 total iterations of 3 journey prototypes before delivery.
Prototypes & Visual Design
Final Deliverable: Online Purchase Happy Path Demo
Gina is brought into the Yamaha digital ecosystem to buy a WaveRunner she’s interested in. She is able to easily find and finance her desired unit online.
Prototypes & Visual Design
Final Deliverable: At the Dealership Happy Path Demo
Gina completes the process of picking up and financing her new WaveRunner in person. She spends a short time at the dealership completing the purchase process.
Prototypes & Visual Design
Final Deliverable: Owner's Center Happy Path Demo
Gina is seamlessly introduced to her Owner’s Center, where she is able to view and manage her Yamaha products in one central place. The more she interacts with the Yamaha digital ecosystem, the better it knows her and the more it anticipates her needs.
Prototypes & Visual Design
Final Deliverable: Customer Journey Prototype Mobile Screens
The 3 prototypes showcase key features that enhance the CX including personalized financing and telematics, AI integration, and a community for owners.
Storytelling
Final Deliverable: Scenario, Chapter, & Recap Slides
