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Maestro website redesign

Leading radio replacement integration with car factory system

platform

Web design

Role

UX UI Designer

Industry

Car tech

UX UI Designer

timeline

Mar 2018 - Jun 2019

Overview

iDatalink Maestro is a leading web-programmable radio replacement interface for integrating with factory systems. The Maestro website helps consumers and installers explore solutions and features based on their vehicle and accessory selections.

Problem

The Maestro website, launched in 2012, has not been updated since its creation. It was designed solely for desktop, focusing on installers with a technical approach.

To accelerate development, the original Maestro website was a re-skinned version of its sister brand, iDatalink. However, iDatalink’s product and website functionalities differ, and the Maestro database and backend were not optimized.

Goals

Create responsive website
Create a visually interesting website
Improve navigation
Improve SEO

Challenges

Lack of Marketing Direction: No strong branding or marketing strategy; led art direction with a 3D artist.
No Usage Metrics: No existing metrics to track website usage.
Scope Creep: Technical product complexity led to additional feature suggestions and scope changes, with new products and requirements modifying the flow late in the project. Adapted using existing website logic.
Dual Audience: The initial focus was on consumers, but late stakeholder input required balancing the needs of both consumers and installers, each with different requirements.

Challenges

Lack of Marketing Direction: No strong branding or marketing strategy; led art direction with a 3D artist.
No Usage Metrics: No existing metrics to track website usage.
Scope Creep: Technical product complexity led to additional feature suggestions and scope changes, with new products and requirements modifying the flow late in the project. Adapted using existing website logic.
Dual Audience: The initial focus was on consumers, but late stakeholder input required balancing the needs of both consumers and installers, each with different requirements.

Challenges

Lack of Marketing Direction: No strong branding or marketing strategy; led art direction with a 3D artist.
No Usage Metrics: No existing metrics to track website usage.
Scope Creep: Technical product complexity led to additional feature suggestions and scope changes, with new products and requirements modifying the flow late in the project. Adapted using existing website logic.
Dual Audience: The initial focus was on consumers, but late stakeholder input required balancing the needs of both consumers and installers, each with different requirements.

Streamlined radio compatibility search: enter your vehicle details, select your radio, explore available features, and identify the iDatalink accessories needed

Process & Research

UX maturity was in its infancy at this company so it was a learning process for the 2 person design team as well as the larger software development team.

Research

Stakeholder interview (they received feedback through various funnels)
Current product audit
Dashboard and product design inspiration

Impact

The initial reaction from installers was negative due to resistance in change in their workflow. Installers were happy once they saw they had everything they originally had and more. Management team internally was very satisfied.

Insights & Future

Define v1 Scope: Clearly define the minimum viable version (v1) and document additional features for future releases based on feasibility and impact on v1.
Soft Launch Issues: The soft launch was confusing for installers. Ideally, we should have launched the new website with an option to revert to the old one, allowing installers to adapt gradually.
Internal Communication: With the marketing director gone, internal communication faltered. Recommend that the technical training team provide updates on new features and use newsletters effectively to inform installers.
Future Planning: Push for management to clarify future projections and product changes to ensure scalability and a structured process for the team. Include estimates for large projects to assess feasibility.

Let's collaborate :)

Jess Ma

2024

Let's collaborate :)

Jess Ma

2024

Let's collaborate :)

Jess Ma

2024