Client | Infiniti Canada
Owners Contest
Team
Senior Designer – Dylan Bobier
Senior Copywriter – Kalan Vuksanovich
Creative Director – Allison Brown
What drives you?
A quiz-like survey for existing INFINITI owners. One that sheds light on what fuels their luxury lifestyle, in between drives, so we can better understand them, beyond their demographic. We can design it in a way that captures authentic owner quotes, for use on INFINITI vehicle pages.
Crafting an Effective Survey
To be successful a survey can be one of two things:
In-depth, insightful, longish, well incentivized
OR
Fun, purpose-driven, short, lightly incentivized or even contest driven
Recommendation
Keep it short and fun while gaining as much insight a possible but ultimately achieving the primary goal of gaining quotes for the site.
Length Guidelines: 10 questions max: 5-8 questions + 1 Quote + demographic information obtained through the contest entry (if possible).
What kind of questions do we ask?
Customer
Who drives our cars; who are they, what do they do and where are they from?
How and when did they start their relationship with INFINITI?
Brand
How is INFINITI is perceived. It’s also important to find out where our audiences interacts with the brand.
What are their thoughts on media, branded merchandise and events?
Product
Specifically how do they feel about their vehicle? Opportunity to gain insights regarding models, features and service satisfaction.
Survey Outline
Our Questions
How would your friends describe you?
Describe your personal style.
How would you spend an afternoon off?
What’s the first thing you check in the morning?
What little luxury can you not live without?
What best describes your workday?
What’s your definition of the perfect night out?
Choose your ideal birthday gift.
What do you like most about your INFINITI?
What our Owners learned.
At the end of the survey each owner received one of 4 INFINITI ‘personas’, finding out what drives them on the road and in life. Each persona linked into a different aspect of the INFINITI ideal consumer.
4 INFINITI ‘Personas’
The Potential to Advance
The Thrill of New Horizons
The Pursuit of Victory
The Luxury of Living Well
Designing It
Preliminary Wireframes
We knew that the majority of our users would be taking this survey on their mobile devices, entering through the link sent to them via email. We began the design process testing the survey flow on mobile sizes. Since we were taking a progressive disclosure approach to the survey the flow worked perfectly for a mobile ratio. From here, we started to explore how this survey would look on desktop, situated in our sites header and footer.
Design Exploration
After we had solidified the overall flow of the survey in our preliminary wires, we focused on exploring the design of the survey with the main goal of keeping users engaged until the end so we can capture the most data about our current INFINITI owners.
Final Designs
Landing Page
Question Pages
Form Page
Results Page
The Outcome
2500+ Submissions
When our contest closed we had received over 2500 user submissions from all Canadian INFINITI vehicle owners. The data collected was designed to help inform future INFINITI partnerships, event activations and product development. With the form at the end of the survey INFINITI could map the different aspects of their brand persona to specific name plates helping them better sell each vehicle to a more specific target.
The quotes collected in the form could also be leveraged to help us create more robust story telling for each vehicle on the site, highlighting owner reviews without having to invest in a full review plugin or custom portal.