Mazda USA:
Driving Digital and Sales Growth
I led the design for the future state of the Mazda Brand Academy (MBA) and Learning Management System Portal (LMS) as well as designed a Proof of Concept (PoC) for the Mazda Digital Showroom (MDS) concept. This work was foundational in helping Mazda build effective B2B2C applications, directly enabling their shift to a premium digital experience and contributing to a period of significant company sales growth.
Transforming the Mazda Brand Academy Portal
I was given the challenge designing the future state of the Mazda Brand Academy (MBA) and its Learning Management System (LMS) portal. This wasn't just a redesign; it was a cultural transformation aimed at turning dealer staff into product experts and eliminating massive operational friction.
Training Problem
I led the redesign of the Mazda Brand Academy (MBA) and its Learning Management System (LMS) portal, confronting a system defined by disorganized access.
The Conflict:
The existing portal used a decentralized model where essential training, resources, and applications were dispersed across multiple internal systems. Core training content was often mixed with other administrative features, leading to confusion and hindering staff competence.
The Transformative Design:
Driving Cultural Adoption
I led the UX process, grounding our design in rigorous research and testing to ensure maximum engagement.
Strategic Consolidation:
We architected a unified system that pulled scattered data (Certification, Reporting, Media) into a cohesive architecture built around the user's specific job profile. We were able to identify where the most effective areas to surface were by baseline testing along with user interviews. We also ran various tests such as card sorting and questionnaires.
The Final Prototype:
The resulting high-fidelity prototype eliminated the "link farm," replacing it with a clean, focused "MY CONSOLE / DASHBOARD". This unified view was designed to be instantly intuitive.
Proof of Change:
The success of this design was validated by a staggering metric from the frontline: the new learning platform prototype earned a 98% positive adoption rating when surveyed dealer employees were asked if they would use it daily. This confirmed that the design successfully drove the desired behavioral and cultural change.
98%
Adoption Rating
Vision-Casting the
Mazda Digital Showroom
The second, critical challenge was solving the fragmented customer experience (CX) by designing the Mazda Digital Showroom (MDS) concept.
The Shopping Dilemma:
Traditional shopping patterns vs. online
The car-buying journey was broken—online research was lost the moment a customer arrived at the dealership, forcing the sales process to restart.
The Innovation:
I Vision-cast the MDS PoC centered on a persistent shopping profile that would follow the customer. This profile would bridge the digital research and the physical dealership visit, providing a premium, seamless experience.
Enduring Impact:
This design vision received Mazda Executive approval, setting the official roadmap for the "Retail Evolution" platform. Today, approximately 65% of my proposed online sales strategy is currently live on MazdaUsa.com, demonstrating direct and immediate ROI.
Enabling Growth:
My foundational work directly supported the "Retail Evolution" program, which now represents nearly 90% of MNAO's total retail sales, validating the strategic shift toward an integrated digital future.
