CASE STUDY OVERVIEW
Selected Nissan Case Studies
This in-depth UX case study uncovers critical insights into Nissan.co.uk’s digital experience, benchmarked against Mazda.co.uk. Despite Nissan’s robust technical foundations, our analysis, guided by a rigorous Design Thinking methodology, reveals significant usability challenges, low user engagement, and pervasive JavaScript errors. Mazda’s success, driven by streamlined interfaces and intuitive design, offers a clear roadmap for Nissan to enhance customer satisfaction, boost conversion rates, and regain market leadership through strategic digital optimisation.
In early 2025, Nissan UK engaged me to uncover why their digital user experience (UX) was falling behind Mazda’s. The North American Car Brand Study (NCBS) FY’24 report had given Mazda a slight edge (8.7 vs 8.4), but Nissan wanted to understand precisely where users were encountering friction, and how Mazda’s approach might offer solutions
Nissan’s online Car Configurator underwent a prototype redesign to address significant usability challenges and enhance the finance-selection experience.