The Challenge
Unpacking Underperformance – The Pop Up Qashqai Promotion Event 2024 (August 2024)
The Nissan Pop Up Qashqai Promotion Event 2024, held in August 2024, showed significant user experience challenges despite high page views. An external advertising agency had designed the event page, packing it with excessive content and numerous Calls-to-Action (CTAs). Many of these CTAs led users away from the core offer details and relevant pages.

The page also included secondary navigation to non-event sections like accessories and the main Vehicle Landing Page. This design caused significant visitor confusion, information overload, and an unclear journey towards the crucial ‘Book A Test Drive’ (BATD) form. My deep dive into the Medallia Decibel data revealed a critical disconnect: high traffic didn’t translate into desired engagement or low frustration.

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Nissan’s online Car Configurator underwent a prototype redesign in Figma to address significant usability challenges and enhance the finance selection experience.

The original “all-in-one” single-page layout combined model, colour, accessory, service and finance options on one scrollable canvas.

Although technical performance was sound, users often failed to discover the buried finance calculator and returning visitors could not retrieve previously selected finance plans.

These issues resulted in high drop-off rates (31 % before finance; 12 % mid-flow on revisit) and hundreds of support tickets each month. In comparison, Mazda’s multi-step configurator consistently retained context and achieved higher completion rates.

The prototype redesign introduced a step-by-step flow and a persistent session-memory finance widget. This case study outlines the research, design, validation and projected business impact, including a model for forecasting live-site improvements.

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This project was born from a critical need: Nissan’s digital presence was not just stalling, it was slipping. The New Car Buyer Study (NCBS) FY24 report highlighted concerning declines in Nissan.co.uk’s rankings across its primary digital touchpoints—the main website, the interactive car configurator, and the e-commerce platform. This wasn’t merely a statistical dip; it signaled a direct impact on customer satisfaction, brand perception, and ultimately, sales.

My extensive UX design analysis, grounded in a robust Design Thinking approach, aimed to dissect the intricacies of Nissan’s online experience. The goal was clear: pinpoint the specific friction points causing user frustration, understand the reasons behind surprisingly low engagement, and address the pervasive technical errors that were making the entire customer journey a frustrating endeavour. In stark contrast, Mazda.co.uk consistently demonstrated a more intuitive, streamlined, and friction-reducing online experience.

This study serves as a compelling narrative about how a deep understanding of user behaviour and a meticulous comparative analysis can not only diagnose digital ailments but also pave the way for a resurgence in customer satisfaction, enhanced conversion rates, and a stronger competitive position in the market.

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