My role on this project was as Principal UX designer. I also had to execute the visual and UI design based on a an updated global branding update. The overall iniative set out to accomplish a few primary goals:

• Drive loyalty and retention with a more premium experience (through both improved UX and Visual Design execution)

• Create a better omni-channel experience through a seamless web, app and dealership integrated experience. 

• Optimize the backend tech stack to improve performance and be positioned for a global rollout in various regions (current project scope was just North America). 

I also worked with a cross functional team that included various agencies as well as key stakeholders at Mazda North America. I helped implement a new project methodology that was centered around user story mapping. This allowed for shared vision and understanding across multiple business units and disciplines. 

I also conducted several design workshops with various stakeholders to generate ideas for our design backlog as well as for the initial MVP launch. These includes feature sets around AI, chatbots, conversational interfaces as well as augmented reality user manuals. Although they were not implemented, we did design out the experience to share with Mazda.

These were the initial wireframes for the design system for the mobile app.