Mazda — Redesigning the Post-Sale Ownership Experience

Challenge

Mazda's post-sale ownership experience was fragmented across disconnected touchpoints, a dated ownership app, PDF manuals buried in microsites, and a service scheduling process that drove customers to pick up the phone instead. For a brand built on 'Jinba Ittai' (the feeling of rider and horse as one), the digital ownership journey felt anything but connected. Dealerships were losing service revenue to independent shops, and customer retention beyond the first scheduled maintenance was declining.

Approach

We reimagined the entire Mazda post-purchase journey as a single, omni-channel experience. The redesigned Mazda Ownership app became the hub, connecting new owner onboarding, interactive vehicle manuals, predictive service scheduling, and dealership communication into one seamless flow. We mapped every post-sale touchpoint from key handoff to the 60,000-mile service and designed experiences that made the dealership relationship feel premium, personal, and effortless.

Results

Service bookings through the app increased 73%, directly recapturing revenue that had been leaking to independent service centers. Owner app engagement more than doubled, and the app store rating climbed to 4.8 stars. Dealership satisfaction scores improved as service advisors reported fewer missed appointments and better-prepared customers arriving for service.