UX STRATEGY / EMAIL SYSTEM DESIGN / content strategy
2023-2024
Engagement architecture:
Engagement architecture:
Engagement architecture:
Orchestrating a behaviour-driven communication strategy to convert Mitsubishi Connect trial users into loyal subscribers.
Orchestrating a behaviour-driven communication strategy to convert Mitsubishi Connect trial users into loyal subscribers.
Orchestrating a behaviour-driven communication strategy to convert Mitsubishi Connect trial users into loyal subscribers.
UX STRATEGY / EMAIL SYSTEM DESIGN / content strategy
Mechanizing hyper-personalization as a catalyst for conversion has resulted in an unprecedented degree of ownership over digital products, predicated upon a certain value proposition: zero & first-party data in exchange for adaptable interfaces that "filter out the fluff".
While rearchitecting Kijiji's preference management ecosystem, our team positioned personalization as a tenet toward maximizing cross-channel utility and identifying power features that streamline core actions for advanced users.
2023-2024
UX STRATEGY & DESIGN
STATE OF THE INDUSTRY
A vehicle isn't the only thing that depreciates when driven off the lot - so too does brand investment in nurturing long-term connections.
Hard-won customer relationships achieved through rigorous multi-channel acquisition strategies wither into radio silence during their most formative periods of ownership - when loyalty foundations are most apt to be cultivated.
EXTEND EVERYDAY DRIVING WITH MITSUBISHI CONNECT
Recognizing the reality of most trips extending beyond just putting it in park, Mitsubishi Connect transcends the traditional constraints of ownership, augmenting your vehicle's utility all from the palm of your hand.
Powered through the Mitsubishi Connect Mobile App, owners are inspired to reimagine a more seamless A-to-B with practical Remote and Safeguard features, alongside real-time service alerts for peace of mind on-the-fly.
PROBLEM & SOLUTION SUMMARY
Key insights & outcomes
Mitsubishi approached our team with a rather paradoxical disconnect: despite reporting 78% usage rates for Connected Car Services across enrolled 2-year trial periods, conversion to paid subscription rate was just 13.8%.
This value signified a more visceral experience gap across a fragmented post-purchase journey that relied on dealer communications operating in silo; creating incongruity and variance in how (and how often) its value propositions were marketed to prospects and new owners.
Learn how we engineered a dynamic 2-year contact strategy that positioned CCS as an always on co-pilot owners can't live without; increasing paid conversions by 54% QoQ.
DISCOVERY
Passenger profiles: understanding who's behind the wheel
With paid subscription rates for CCS charting well below the benchmark KPI of 20%, we recognized a fundamental disconnect between service usage and perceived value. Discovery research was required to uncover friction points across Mitsubishi's existing communications strategies and isolate root cause. How (and how often) does Mitsubishi articulate CCS' core value propositions to new owners? What in-app features currently possess the highest utilization rates?
In-depth Buyer Profiles containing extensive insights related to demography and purchasing patterns were presented and provided by Mitsubishi's Internal Research Team; serving as a springboard to garner a deeper understanding of our target user base.
40%
Cite All-Wheel Drive as a leading motivator for purchase, hinting at adventurous spirits beneath practical exteriors.
59%
Chose Outlander over competing brands due to Mitsubishi's highly regarded reputation for safety.
88%
State that versatility is a non-negotiable: requiring a vehicle that adapt to changing passenger and cargo needs.
82%
Listed Outlander as their first Mitsubishi vehicle, demonstrating brand ability to capture families at pivotal life transitions.
SO, WHO'S BEHIND THE WHEEL?
Outlander Owners embody the suburban-dwelling, millennial professional balancing adventure and stability. They're methodical thinkers who approach vehicle ownership as a strategic investment rather than an emotional indulgence.
Insights indicated a compelling hierarchy of feature affinity by model type (Plug-in Hybrid vs. Gas). But, how might these conventions align with those behind the wheel of competing automakers?
Remote Vehicle Status (51%)
Door Lock / Unlock (7%)
Remote Vehicle Finder (9%)
Remote Climate Control Start (22%)
Smart Remote Start (67%)
Door Lock /Unlock (7%)
Remote Vehicle Finder (6%)
Remote Vehicle Status (14%)
Utilization Rates (Outlander DG)
CANVASSING THE MARKET
Competing owner insights
Due to the proprietary nature of competitor email journeys accessible only to vehicle owners and subscription holders, qualitative community research was conducted through targeted Reddit inquiries, engaging Subaru and Toyota owners directly about their experiences with each manufacturer's respective ecosystem.
Despite price being cited as a top-of-funnel impediment to renewal, respondents attributed a lack of transparency as an underlying catalyst for reduced trust in brand. Connected car services were consistently onboarded to new owners as an afterthought during final paperwork; a missed opportunity to foster advocacy through meaningful education and feature demonstration when novelty is at its highest.
PROBLEM POSITIONING
Ultimately, owner perception of CCS was not a product of active rejection, but rather insufficient contextual awareness stemming from incongruity and variance in how and when it was being marketed.
By embedding product value in owners' lived experiences, we could sustain the brand-to-owner relationships that historically wane after purchase, while transforming passive subscribers into loyal advocates who believe in the technology augmenting their daily drive.
SOLUTION ARCHITECTURE
Pixel pushing was preceded by journey architecture and thematic content segmentation. Conditional logic was embedded to accommodate model-specific feature callouts and time/action-based triggers as well, ensuring the email experience transcended simple in-app alert projection, serving as a springboard with deep links for subsequent action (i.e. Book a Service Appointment) directly from the inbox.
HABIT FORMING DURING PEAK RECEPTIVITY PERIODS
The first 30 days represented strategic bets informed through existing owner insights and core purchase motivators, front-loading communications with high-affinity feature spotlights (i.e. Remote Climate Control, Vehicle Status monitoring, and Door Lock functions) to maximize perceived ecosystem value and foster habitual use when open rates (and brand engagement) are at their peak.
PROACTIVE HEALTH MANAGEMENT WITH VEHICLE STATUS REPORTS
Scheduled Vehicle Status Reports were deployed quarterly to present owners with holistic summaries of key health markers and combat inconsistent dealer instruction related to service requirements and maintenance timing. Safety critical issues, such as low brake fluid, prompted immediate triggers that bypassed the scheduled cadence to deliver urgent notifications with direct resolution pathways, positioning Mitsubishi Connect as a proactive co-pilot that mitigates maintenance uncertainty for owners seeking adventure.
BEYOND <FNAME>: CONTEXTUAL INTELLIGENCE TO DRIVE RELEVANCE
Dynamic content served as the catalyst for generating 1:1 messaging frameworks, positioning email as an augmentation of the CCS app's core utility. From populating an owner's specific model, trim, and colour to imbue stickiness above the fold; to sophisticated journey logic featuring contextual triggers that flag anomalies pertaining to key vehicular health markers in real-time, keeping owners informed on-the-go.
