Mazda USA — Leading the Complete Redesign of Mazda USA's Digital Experience

Challenge

Mazda USA's web experience needed a ground-up rethinking. The existing site's information architecture couldn't support the complexity of vehicle configuration, the owner's experience, or the shopping tools that modern automotive buyers expect. Three senior UX designers were brought in to lead the complete redesign.

Approach

As one of three senior UX designers leading the effort, we executed a complete rethinking of the site's information architecture. We designed complex interactions around vehicle configuration; allowing buyers to explore trims, colors, and packages with intuitive visual tools. While simultaneously rebuilding the owners experience and integrating shopping tools like dealer locators and payment estimators into a cohesive journey.

Results

The redesigned Mazda USA experience delivered a fundamentally improved digital journey for both shoppers and owners. The restructured IA reduced navigation complexity while increasing content discoverability. Vehicle configuration engagement more than doubled, and the unified owners experience reduced support inquiries significantly.