MINI USA
Project: MINI USA – Created in a Countryman
Agency: 360i
Channels: Digital, Social, Experiential
Air Date: September 2018
Team: Nubia Claros, Amy Longfellow, Menno Kluin, Derekh Froude, Rachel Dolinsky, Felicia Zhang
Strategy: One of the barriers to purchase of a MINI is its size. However, the cargo space of the MINI Countryman is the largest in its class, bigger than its main competitors Audi and Volkswagen. Our challenge was to demonstrate the surprisingly vast amount of space in the MINI Countryman. To do so in a unique and innovative way, we tapped stop-motion animator Kirsten Lepore of “hi stranger” fame and diorama-duo Nix + Gerber to create short films literally in the cargo space of the biggest, most adventurous MINI ever built.
These animations were truly works of art, and as such, they were displayed in Los Angeles at the Other Art Fair and in Brooklyn at the Brooklyn Art Museum for all local art fans to experience.
Press: Motoring File, AdAge, Creativity, Colossal, Media Post, Nitro Net, Allora Communications
MINIUSA.com
Project: MINIUSA.com Desktop and Mobile App - Site Development, Management, Product Builds and Purchase Conversion
Agency: 360i
Channels: Website, Mobile App
Air Date: October 2017-current
Overview: One of our core responsibilities was complete oversight and management of MINIUSA.com on both desktop and mobile. This included everything from model year updates, monthly offers, new product builds, branded experiences, inventory match, build configurator updates, regional needs and maintenance, inventory match, CRM integrations, analytics etc. Our task was to drive potential buyers all the way down the purchase funnel and ultimately convert them to a handraiser. While an agency certainly can’t make anyone buy a car, we can make the journey and experience as seamless and intuitive as possible.
Key KPIs included increased CX scores, conversion down the funnel, and higher scores for JD Power metrics.
Challenge: Reposition the Cooper as a luxury automotive brand while seamlessly driving users through a complex conversion funnel?
DATA DRIVEN DESIGN
As with all good design, we begin with research and testing.
AUDIT AND TEST
Draft and exhaustive usability audit and test key pages to better understand user habits, pain points and opportunities to optimize the website and mobile experience.
DEVELOP USER PERSONAS
Understand how people are engaging with the pages, elements etc. and use those insights and journeys to inform content and design.
ROADMAP YOUR PRODUCT
Map out known milestones and re-occurring updates across all teams. Prioritize, prototype and plan releases.
MANAGE CONTENT EFFICIENTLY
Wireframe functional, reusable and modular design.
STRATEGIZE
Create content informed by SEO and user research.
COMPOSE WITH PURPOSE & DETAIL
Build beautiful, inclusive, ADA compliant design and code.
Expand branding into motion and interaction design.
TRACK & DEPLOY
Use JIRA to track and plan intersecting workflows.
COMING SOON TO MINIUSA.COM
Experience a holistic and robust, user-centric design.