2016-2018 Mopar Owner's Companion
Role
Lead Designer
Client
FCA / Mopar
When Vectorform began redesigning the Mopar Owner’s Companion app, the effort was alongside the redesign of Mopar.com. Vectorform and Mopar worked together to transform the entire digital ecosystem by creating a personal, empowering, and seamless experience across the web and mobile apps. Our team created a streamlined visual style guide that represented seven different brands and seamlessly flowed between responsive web and native apps. We strategized how the web and apps would serve as companion tools to each other.
I contributed to both the execution of Mopar.com and the mobile app, and shortly after launching the redesigned app, I took over full creative leadership for the following year, managing a team of designers, and user researchers, shaping the strategy and direction of the app. Working with our design team, program managers and product owners both internally and on the FCA side, we launched several new features of the existing app including dynamic, searchable vehicle manuals, companion videos, and a service appointment scheduling feature.
The Ultimate Goal—A Seamless Ecosystem
Our redesign of Mopar.com and the Mopar Owner’s Companion app suite was part of Mopar’s larger goal: to revolutionize the owner’s relationship with Mobility. We sought to create a seamless digital ecosystem that anticipates and adapts through IoT, mobile, service, and in-vehicle experiences.
Identifying the Mobile Audience
Mopar did primary research to identify customer segments. Keep me on the road, keep me loyal, keep me in control and keep me capable. We identified customers that fit in the keep me loyal and keep me capable segments as being the dominate initial audience for the app, users who we needed to retain their trust and enthusiasm. More broadly we needed to earn trust with the keep me on the road and keep me in control segments. We built our product roadmap prioritizing the most impactful and easy to execute features first, working through more technically complex features over time.
Complex User States
Mopar Owner’s Companion is available in app stores under seven different brands, with many complex user states and capabilities. We supported capabilities for signed-in users, signed-in vehicle owners, non signed-in users and more, and created an experience that was personal, empowering, and seamless.
One of the more complex features, I lead the roll out of was scheduling a service appointment, seen in the flow above, and final screens below. Our team worked with FCA’s technical team to deliver an MVP of this feature, identifying technical constraints and prioritizing improvements.
The Results
Our team worked to implement strategies to help improve customer feedback in the app. While we continuously collected feedback from App Store comments, we worked with FCA to improve their digital feedback form to enable customers to submit feedback and questions about the app, in the app.
