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How an experience design sprint revved up sales for Malaysia’s best known automaker.

40%
increase
in website visitors
30%
increase
in online test drive bookings
20%
increase
in online service booking
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Proton Lifestyle Photo

CHALLENGE

Proton is Malaysia's national car company, with a 15% share of the local market, and was first to introduce customer innovations like online service bookings and owner registration. With time, however, their advantage in this space had eroded.

Proton’s technical platform became outdated and unable to deliver the growing suite of online services needed to meet customer expectations. Which introduced unnecessary friction to the customer journey.

As a workaround, brand managers turned to microsites for new model launches. These microsites accumulated outside the core platform. Managing such disparate assets proved complex and expensive.

Microsites accumulated outside the core platform. Managing such disparate assets proved complex and expensive.

SOLUTION

Proton engaged GrowthOps to refresh its online customer experience and help maximise bookings for test drives, services, and other key offerings. To get the best possible results, we configured a custom project approach employing a series of highly focused sprints.

We began with a workshop with key stakeholders from different disciplines to help shape the visual direction and user experience to ensure the new platform was aligned to the business outcomes. Our user experience specialists drew on the workshop outcomes to craft a more user-friendly, lifestyle-focused design for the Proton website. Our developers built a revamped site template featuring interactive elements while our content producers populated it with engaging imagery and content in both English and Malay.

In a parallel work stream, GrowthOps technical specialists worked with Proton’s IT Team to identify the best technology platform to support the overall goals for the site. Our solution architects recommended Sitecore 8.2 as a new website platform, and introduced modern server infrastructure to ensure responsive service to customer demands.

Our teams also designed and built an online content repository with access customisation by market. Using this platform, Proton could publish tailored content to multiple markets easily and efficiently.

Outcome

Applying GrowthOps’ multi-disciplinary model, we delivered a vastly improved experience for Proton customers. The new site achieved a 40% increase in total website engagement. In turn, these higher engagement levels drove a 30% increase in online test drive bookings and a 20% increase in online service bookings.

Using this new platform, Proton can now manage model launches end-to-end. And car buyers enjoy a frictionless journey and seamlessly integrated experience from product information to making payment.

Car buyers now enjoy a frictionless journey and seamlessly integrated experience from product information to payment.

Key Talent

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