Renault
OmniChannel
In 2021, Renault’s Renaulution project aimed to lead in automotive and digital innovation. In Latin America, independently developed digital channels over two years created a fragmented ecosystem. My team designed an omnichannel platform to unify these solutions into a seamless experience.
Building Renault’s Omnichannel Experience
In January 2021, Renault introduced the Renaulution project with a bold vision: to establish itself as a leader in both vehicle and digital technology. In the Latin American Hub, this ambition led to the rapid creation of numerous digital channels over two years. However, these solutions were developed independently by various teams and stakeholders, resulting in a fragmented ecosystem.
How could we design an omnichannel platform to seamlessly unify such diverse digital products?
High-Level Goals
Discover the best way to unify 4 existing products in one single channel, ready to incorporate more than 10 others to come.
Get diagnostics on problems of UX and UI of existing solutions, so they would look and feel Renault, reducing friction on our users when moving to one product to another.
Unify Login & Registration and Checkout methods.
Growing Pains
Renault LATAM places significant emphasis on developing digital solutions. It is globally recognized for its agility and innovation, being less bureaucratic than its European counterparts. While this agility has its benefits, it also means that digital products are often developed rapidly by various business areas without supervision from the UX team. This poses a significant challenge when attempting to create an Omnichannel to unify solutions that vary greatly in visual style.
Getting Everyone (and Everything) Onboard
Our first step was to interview the stakeholders of the digital solutions intended for our Omnichannel. This step was crucial for understanding the Product Owners' expectations regarding the unified experience we were exploring. It also helped us identify opportunities and address issues proactively before the Omnichannel was launched.
Our stakeholder interviews highlighted numerous key issues that could be addressed by expanding the Omnichannel beyond a navigation solution. Unifying the Databases for Login & Registration and Shopping Carts, as well as creating a robust NPS solution, emerged as high priorities. To ensure cohesion, we developed a comprehensive Sitemap for the initial solutions. This process revealed that the Omnichannel needed to exist both “above” and "inside” each solution within the navigation hierarchy.
After setting our goals, we developed a clear vision and quickly determined the approach. We proposed using a variation of the E-Commerce Homescreen Hero section, known as "Renault Universe," as the focal point for all user journeys within the Omnichannel. However, to address the main navigation issue, we unified navigation through a Menu in our header, present in every product, with sections for the current product's Sitemap, the Renault Universe's Sitemap, and shared content like My Account and My Basket.
The proposal was presented back to the interviewed stakeholders and received unanimous support. One of the key positive aspects highlighted was that our solution centralized information and data while allowing each Product Owner and their teams the autonomy to make changes to their products. You will find below all Renault's cost centers that were linked by the OmniChannel menu.
Major Achievements
Centralizing User Data: Our Omnichannel integrates information from After Sales, including Vehicle Data, enabling easy linkage between User and Vehicle Data, a major innovation
Establishing the Foundation: Our Stakeholder interviews revealed numerous possibilities, pain points, and opportunities. Our solution serves as a foundation for Renault to achieve much more than just navigation in our Omnichannel proposal.
Unified Digital Products: The Renault Universe achieved the goal of becoming a solution to unify Renault's Digital Products into a single place.