Mitsubishi

A key challenge to designing for car buyers is the varying pre-purchase behavious, some need to compare every spec; others are more emotionally led, wanting to see and feel the car. The design caters for both, succinctly providing vehicle information, giving a sense of the driving experience while supporting the decision making process by providing a logical next steps.

A crucial success metric for Mitsubishi was the sites ability to drive more traffic to dealers for test drives. The solution was the creation of a vehicle configurator giving customers a tool to explore the range, personalise vehicles. These interactions act as a subtle nudge to cognitive ownership before handover with their nearest Mitsubishi dealer.

The project resulted in a 2x increase in time-on-site with 21% of visitors converting to dealer locator and 150+ test drives booked directly from vehicle pages in first months.