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  • Mazda Tablet
  • Mazda Devices
  • Mazda2
  • Mazda1

An immersive configurator to build your dream car, regardless of the channel you experience Mazda.

Client: Mazda
Brand: Mazda


Else were approached by Mazda to design and optimise their car configurator that allowed users to configure a list of visible (e.g.colour, interior, wheels) and non visual (e.g.engine size) options. As it is a brand engagement and sales tool it should facilitate the emotional and physical experience of car buying in a digital space.



To tackle this challenge we started off with a holistic assessment of the existing solution, pinĀ­-pointing possible exit points where people could fail to complete all the steps of the process. The configurator tools were not designed to work on mobile. Generally, functionality was always scaled back or, not available at all on mobile devices owing to existing technology.



With mobile and tablet use on the increase delivering a completely multichannel solution was the only way to go. To solve this challenge we rethought how the user could interact with the data. We utilised the landscape and portrait orientations of the phone to deliver different sets of information across functional and visual experience.



The responsively designed car configurator is starting to go live across the globe, starting with Australia and the UK with new features being added over time. Mazda.co.uk won the 2013 Auto Trader Click Award for Best Web Design, voted for by 10,000 customers and industry experts beating Audi and VW to the award in the process.


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