A new website for an improved customer experience
The Moteo Group, responsible for the distribution of Suzuki motorcycles and parts, recently joined forces with Wax Interactive to develop a new front-end for the Suzuki 2Wheels websites for Belgium, Switzerland & Portugal. Wax will combine domain expertise including digital strategy, search engine optimization, UX & UI design, and responsive web development to aid in the development. An agile methodology with people from Wax working at the Moteo office, ensures a timely delivery and high integration level with the existing back-office.
Suzuki 2Wheels wants to offer website visitors a better customer experience and generate more sales. WAX Interactive was selected among the competition to achieve this mission. There are three main goals linked to this project: an increase of test drive requests, and increase of traffic to the physical dealers and more catalogue downloads. To achieve these three goals, there is the need for a better customer experience and a website that answers to today’s standards of modern responsive design.
WAX Interactive first organized a competition benchmark to determine all best practices used by other motorcycle manufacturers. This benchmark enables Suzuki to find the right unique angle to target its audience by meeting the visitor’s needs. It is also important to have the right information for each product at a glance and to have a call-to-action on each page. Therefore, WAX Interactive drafted a list of requirements for each page: strategic requirements (how will the pages support the strategic goals?), functional requirements (a list of tasks each visitor must be able to complete on a page) and information requirements (a list of all available information on a page).
To properly align strategic goals, commercial interests, existing infrastructure and technical constraints, an in-depth UX phase is foreseen. By creating sketches and mockups, the various teams can discuss concepts, and adapt any back-office features that must be updated to support the new front-end.
All wireframes are fully interactive, allowing decision makers to get a feel for the navigation and interlinked pages and develop a more concrete view on the final product. This allows for a clear project vision and steering, and ensures a common understanding of goals, form and function across all involved stakeholders.
The project development is divided into multiple sprints, with each sprint consisting of two full weeks. During this timeframe, the entire process is run on a given set of templates (UX design / UI design / Production / Integration). At the end of each sprint, the customer can test the output and give immediate feedback. This feedback is then taken into account in the next sprint.
To ensure the efficiency of this agile methodology, a project manager, a designer and a developer of WAX Interactive work at the customer side. The advantage of being near the customer, is the instant feedback and validation from Suzuki 2Wheels.
Supreet Bahl, Digital Project Manager at Suzuki 2Wheels: “I have been very impressed with our collaboration with Wax Interactive. The WAX team shares our level of enthusiasm for the project and has strived hard to go the extra mile in making sure all our requirements are taken into consideration and translated in to a high-quality end product. Their experience in digital has also helped us a great deal in understanding today’s customer expectation and technical requirements. Their agile approach towards the project ensures timely deliverables and close working of all stakeholders at every step of the project.“