Suzuki UX Research Brief

Shaping the future of car shopping for Generation Z: Technology-driven and user-centric

About the project

My team and I conducted research on Gen Z car buying habits to help shape Suzuki’s strategy for re-entering the U.S. market and winning the international car scene. We provided Suzuki executives with a Facebook Messenger chatbot and a comprehensive research brief to help guide their decisions for re-entrance.

Timeline

Jan - May 2019

My role

Lead UX Designer

Platforms

Mobile

Problem

Suzuki suffers from a disconnect with Gen Z customers car buying habits, expectations, and wants in car ownership in the U.S.

Goal

Develop a deeper understanding and refine the car buying journey specifically for Gen-Z in the U.S.

Outcomes & Results

Compiled a 40 page comprehensive research brief and Messenger chatbot for stakeholders; presented findings to Suzuki executives and investors at the World Innnovation Lab (WiL) in Palo Alto. The technology research team at Suzuki implemented our research findings and chatbot which led to a 46% increase in user interest from Gen-Z demographics for purchasing a car.

How might we better understand and improve the car purchasing experience of Gen-Z in the U.S.?

Impact vs. Effort Analysis / Ideation

This analysis chart categorizes potential initiatives by their impact and effort. High-impact projects like the Suzuki gig car share and mobile showroom stand out as the most promising and unique. Initiatives such as educational guides and marketing strategies offer significant benefits with lower effort, providing a balanced approach to addressing Suzuki's goals.

Chatbot Flow Design

The chatbot flow design maps out the user journey from the initial greeting to specific inquiries. It guides users through learning, shopping, and custom questions, ensuring a comprehensive and user-friendly experience that caters to varied needs and preferences.

Suzi, the Car Expert

Suzi the Car Expert, a Facebook Messenger chatbot, guides users through the car buying process. It starts with personalized questions about price range, car preferences, and features. Suzi offers interactive options for learning about car maintenance and ownership, providing users with tailored support and information. This chatbot enhances user engagement by making the car buying journey informative and interactive, addressing specific user needs, and offering instant assistance throughout the process.