This project was a major milestone in UX’s work at Riot and also a milestone in how Riot could deliver results for Renault in addition to social media work. Everything was born in B.I. who realized the need to serve users of the Renault website in a mobile version. My participation in this project was to resume the project with Planning, B.I., Technology, and Creation. I worked at all ends of the project, collecting and interpreting access data and navigation flows with the BI team, then passing on this data with Planning and helping to build the rational and strategic path, then in UX thinking about the strategy and flows focused on the objective main (leads), then I supported the work of the creative team in terms of identity and interaction and also closely monitored the production of the website which had 4 different companies hired by the client that was managed by us. In addition, I followed with the B.I. team, the results of access, and lead generation post-launch.
Team: Márcio Marinho (Planning), Tiago Lourençato e André (B.I.), Marcelo Guarnieri (Technology), Rodrigo Campos, Flávio Vieira, Andre Pires, Andre Parisatto, Lucca Fernandes, Rodrigo Soares, (Creatives), Aloysio Ribeiro (UX), Rafael Turri, Fernanda Caprara (Projects) Luís Rogé (Account Management).
Through the understanding of the need for mobile access by Renault customers, we presented a strategy that showed the great opportunity for lead generation that a channel in this way could generate. Renault was in the process of implementing a new responsive platform, which is why this website would have to be launched in record time so that it would have enough time to bring a return to Renault and customer understanding until the launch of the official platform. we rely on strong data analysis (presentation data removed or masked) to make decisions and design the mobile site in order to facilitate production, be useful to the end-user and that could bring real returns to the customer.
All actions and calls to actions were designed to assist the user in navigation, product knowledge, and lead generation.
The interface was designed in a simple way, to show only relevant information. The register built to request only basic data making the navigation time until the lead generation had the least amount of barriers possible.
The look of the website follows the brand guide, but we opted for a cleaner design to favor development and make the site lighter and faster, in addition to following the good practices of SEO and tagging (GTM) for a project without loose ends.
The navigation, besides happening through the menu, happened through “swap”, presenting only a little of the car (and with an initial indication of the interaction), the user interacted with the site to see the whole car and change the model.
The results could not be better, as soon as the site was launched a large number of leads were generated only with direct traffic.
In the first month alone it generated around 2600 leads, an increase of 700% compared to the previous site, we increased by 30% the time spent browsing the site making the customer browse more vehicles and the geolocalized site helped even more in contact with dealerships. On average, we reduced the cost per lead from R $ 400.00 to R $ 40.00, a decreasing cost for each month that the website kept on the air until the launch of the official website.