DIGITAS LBI

Improving the Helios platform for Nissan Europe

Nissan tasked DigitasLBi to design and develop Helios, a global digital platform to elevate brand presence and the consumer experience worldwide.
The platform needed improvement to catch-up with the latest trends in the digital and automotive industries.

Nissan tasked DigitasLBi to design and develop Helios, a global digital platform to elevate brand presence and the consumer experience worldwide. The platform needed improvement to catch-up with the latest trends in the digital and automotive industries.

OPPORTUNITY

"Moving the Helios platform from a digital showroom to a digital salesroom"

Helios initial goal was to increase overall lead generation and raise customer satisfaction. It was built on the principle that people buying a car go through the same core steps (Configure a care > Find a dealer > Book a test drive). In summary it was a digital showroom.

But today automotive consumers are empowered as never before, with digital research tools to consider every product spec and media review, as well as where to shop conveniently. They don't follow a linear journey anymore.

So, what should a digital salesroom do differently?

SOLUTION

To move from showroom to salesroom is a question of focus: content and journeys should be conceived and optimised to bring users to a decisive point of action.

The “free-for-all”, marketing approach needs to mature into a more purpose-driven philosophy, which should inform all thinking about additions to the site.

The ultimate business objective of Helios must be to make visitors ready to buy.

We examined 3 core journeys in detail to expose issues as well as opportunities to transform Helios to a digital salesroom.

ROLE

I was the Principal UX Designer, overseeing every subjects and matters related to the User Experience of the platform.

To transform Helios into a digital salesroom we redefined page objectives and put appropriate levers in the right place to support the user along their journey.

I perfomed an audit of the platform to identify inconsistancies and areas of improvement, focusing on the 4 following topics:

• Content
• Interactive media
• Structure
• Personalisation

This lead to the creation of a UX checklist that would help our decision-making process and facilitate discussions with stakeholders.

I've also worked on a new briefing process to clarify business and user objectives, to ensure all stakeholders were on the same page and avoid too much back and forth during the concepting phase.

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Role
Principal UX Designer
@DigitasLBi Paris (now Publicis.sapient)

Period
2017 (6 months)

Skills
Heuristic analysis, workshop facilitation, client presentation

Deliverables
Audit, user flows, sketches & wireframes, interactive prototypes

Team
Grandin, Chris, Julien, Lika, PE