Streamlining of NissanConnect Services email content & strategy creates clearer CTAs to enroll & a needed 66% drop in email
reading time.

Nissan offers telematics (telecommunications + infomatics) built into many of their new vehicles. These safety and convenience services as well as marketing communications are provided by SiriusXM Connected Vehicle under the name NissannConnect Services (NCS).

Nissan asked for ways to simplify their email communications by refreshing and refining their email communications strategy.

This project focused on building stakeholder empathy with users thereby shortening communications and placing an emphasis on the call-to-action to enroll.

THE PROBLEM

Nissan owners who feel lost and confused about unclear information on their new vehicle services. The user needs clarity, but faces no help from the current automatic email communication stream.

TIMELINE

Two weeks

TEAM

1 Stakeholder

1 Account Executive

14 Users

PLATFORM

Mobile

MY ROLE

UX Design, Stakeholder Education, Content Writing, Prototyping

I wore many hats during this project. As soon as I saw the current email lifecycle, I saw many opportunities for improvements but there was a healthy dose of push back on any sort of change. I realized by educating the stakeholders on email best practices that we could all get on the same page, build empathy for users and find a better more user-focused solution.

I spent time rewriting the content to be more conversational and an easier read and doing mock ups for usability testing.

I started by interviewing three users who had purchased a new Nissan vehicle in the past six months and had already received NCS emails. I collected their thoughts, feelings and impressions about the communications so we could make better user centered communications.

UNDERSTANDING
THE USER

From the interviews, I created a persona and the team created an empathy map together based on the interviews and statistical knowledge.

USER TESTING

I realized we need hard numbers to prove to stakeholders that we were not doing the best for our users. So I set up a test to show average reading times as we continued to iterate applying best practices and hypothesis to the email we started with.

Existing Mobile Email*

Average read time: 1:37 Minutes

Tested with 3 users

This email focused on educating the consumer about the;

• Two different trials with different lengths

• Downloading an app

• Three of the top rated features

• A testimonial

• Three calls-to-action

• Various offers

Keeping user research in mind, assessed email and;

• Applied mobile best practices to email

• Edited content heavily

• Focused more on the most important action item ENROLL NOW

Version 1*

Average read time: 51 Seconds

Tested with 4 users

This email focused on inviting the user to;

• Enroll NOW

• Download an app

• Learn about three of the top rated features

• Two calls to action - top and bottom

• Read much less content

• Focused on the best offer available

Version 2*

Average read time: 30 Seconds

Tested with 3 users

This email focused on inviting the user to;

• Enroll Now (static call to action)

• Download an app

• A tease re: three of the top rated features

• Read dramatically less content

* this exercise did not include reading the legal portion of the email

KEY CLIENT RESEARCH LEARNINGS

80% of NCS users read emails on their mobile device
66% reduction in email reading time
30% of users have purchased more than one vehicle from Nissan
40% of users tested not happy about new email communications
Offers – too many and unclear
TL;DR – "too long; didn't read – would rather be driving or walking the dog" – Susan

EDUCATING THE STAKEHOLDER

LESSONS LEARNED

Ask: what is the most powerful thing to communicate in 11 sec?
40% of users tested did not care for the overstuffed email content
Talk with stakeholders regularly about empathy with users to keep it top of mind
Stakeholders are now open to completing A/B testing of content and learning from outcomes
When bandwidth opens up, testing will proceed to inform the communication strategy
Thus far, we have only completed usability testing

Like what you see?

Let's chat.

CONTACT

Streamlining of NissanConnect Services email content & strategy creates clearer CTAs to enroll & a needed 66% drop in email reading time.

THE PROBLEM

MY ROLE

UNDERSTANDING THE USER

USER TESTING

KEY CLIENT RESEARCH LEARNINGS

80% of NCS users read emails on their mobile device

66% reduction in email reading time

30% of users have purchased more than one vehicle from Nissan

40% of users tested not happy about new email communications

Offers – too many and unclear

TL;DR – "too long; didn't read – would rather be driving or walking the dog" – Susan

EDUCATING THE STAKEHOLDER

LESSONS LEARNED

Ask: what is the most powerful thing to communicate in 11 sec?

40% of users tested did not care for the overstuffed email content

Talk with stakeholders regularly about empathy with users to keep it top of mind

Stakeholders are now open to completing A/B testing of content and learning from outcomes

When bandwidth opens up, testing will proceed to inform the communication strategy

Thus far, we have only completed usability testing

Like what you see?

Let's chat.

Streamlining of NissanConnect Services email content & strategy creates clearer CTAs to enroll & a needed 66% drop in email
reading time.

UNDERSTANDING
THE USER