Castrol Portal Experience (SaaS)| Visionary 2030+
Working with BP Australia on the Castrol oil brand. Reimagining and optimising Castrol’s B2B Portal Experience. Mapping digital customer interactions to create a seamless on-boarding and dashboard user experience. Prototyping and testing with mining and retail customers.
OVERVIEW
Problem
Traditional customer experiences with Castrol's services, including limited digital touchpoints, static information dissemination, and lack of real-time assistance, fail to meet modern user expectations. These gaps result in reduced engagement, inefficiencies in user navigation, and suboptimal service adoption.
Outcome
The integration of AI-powered solutions, including interactive dashboards, AR/VR experiences, and voice assistants, aims to redefine customer engagement, operational efficiency, and user satisfaction. These tools enhance the Castrol experience through innovative interaction mechanisms and seamless support systems.
CLIENT
BP Castrol
Castrol is a global leader in lubricants, specialising in high-performance oils and fluids for vehicles and industrial applications. Recognized for its cutting-edge solutions, Castrol is committed to driving innovation and customer satisfaction.
INFO
Team
1 x Lead Product Designer,
1 x Senior Product Designer
Role
AI Design Consultant - Research & Insight - User Experience Design - User Interface Design
Dates
14 Weeks
CLIENT BRIEF
Understanding the
Problem Space
Inefficient navigation through digital platforms, often resulting in frustration and reduced engagement. The lack of intuitive assistance means users struggle to find the right products or solutions tailored to their specific needs. Additionally, the static nature of the digital experience fails to provide real-time updates, interactive elements, or dynamic content, making it less engaging and less responsive to the fast-paced demands of modern users. This disconnect diminishes overall satisfaction and creates barriers to product adoption and brand loyalty.
✅ What is working?
A well-established brand reputation and a robust range of high-performance products.
❌ What is not working?
Static product audits, limited digital interactivity, and a lack of integrated user support.
⚡️ What could be enhanced
Dynamic interfaces, AI-driven product recommendations, and immersive AR/VR applications.
OPPORTUNITY-HOW MIGHT WE
Streamline user interactions through AI-powered dashboards and chatbots?
Enhance product engagement using AR/VR tools for interactive demonstrations?
Offer eco-conscious, user-centric innovations to align with modern demands?
USER PERSONAS
Laura Green (Manchester, UK)
A tech-savvy automotive engineer seeking detailed insights and seamless navigation for product solutions.
James Taylor (Newcastle, UK):
An environmentally conscious vehicle owner who values innovative and eco-friendly automotive services.
Competitive Analysis: Learning from Industry Leaders
Positive Insights
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Tesla has transformed user expectations in the automotive industry by introducing over-the-air (OTA) software updates. These updates not only enhance vehicle functionality but also provide users with continuous improvements without requiring visits to service centers.
This innovation showcases how leveraging connected technology can ensure convenience, increase customer satisfaction, and maintain a competitive edge through regular, value-adding updates.
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BMW's i Visualiser app utilises augmented reality to allow customers to view and customise their cars in real time. This innovative approach enables potential buyers to interact with 3D models of vehicles, adjust features, and visualise different configurations, enhancing the overall customer experience and engagement.
Negative Insights
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Ford implemented virtual reality (VR) training tools to up-skill employees and improve assembly line efficiency. However, the adoption faced significant challenges due to steep learning curves and limited accessibility among the workforce. This highlights the importance of ensuring that advanced technologies are user-friendly and accompanied by adequate training and onboarding processes to maximise effectiveness and adoption rates.
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Toyota's foray into AI for predictive maintenance and customer assistance faced initial challenges. Inconsistent alerts or unnecessary maintenance notifications sometimes caused users to mistrust the system, emphasising the importance of balancing proactivity with precision to avoid overloading users with irrelevant information.
Benefits and Challenges of
Implementing AI
🌟 Benefits
Personalised recommendations and interactive dashboards
simplify user journeys.AR/VR demonstrations elevate user understanding and engagement.
👊 Challenges
Managing data privacy and security compliance.
Ensuring accessible and intuitive adoption of advanced features.
Identifying Risks and Mitigation Strategies
👩💻 User
Privacy Concerns: Addressed with transparent policies and encrypted data management.
Adoption Resistance: Overcome by offering guided onboarding experiences.
🗄 Business
High Implementation Costs: Managed via phased rollouts and cost-effective innovations.
Reliability of AI Tools: Ensured through rigorous testing and continuous improvements
Ideation
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AI to analyse user behaviour and preferences, providing tailored product recommendations and maintenance solutions for enhanced customer satisfaction and informed decision-making.
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Implement augmented and virtual reality experiences to offer immersive product demonstrations, enabling users to explore features, compatibility, and performance in a dynamic and engaging way.
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Intuitive, user-friendly dashboards that display real-time data, performance metrics, and actionable insights, tailored to individual user needs and preferences.
User Flow
AI-Powered Dashboard:
An intuitive platform offering dynamic navigation, real-time assistance, and
personalised user insights.
THE SOLUTION
AR Integration:
Immersive tools enabling users to explore products, understand usage scenarios, and make informed decisions.
VR Integration:
Immersive tools enabling users to explore products, understand usage scenarios,
and make informed decisions.
Voice Assistant Features:
Seamless, hands-free navigation and support, enhancing accessibility and
user convenience.
Guardrail Design
Output Validation Framework
Ensures accurate, context-sensitive, and user-relevant
AI outputs.
Human-in-the-Loop
Supports sensitive interactions with manual oversight and feedback integration.
Retrospective
Final Thoughts and Takeaways:
The Castrol EX project exemplifies innovation by blending AI, AR/VR, and user-centric design to redefine the customer journey. With robust guardrails and adaptive tools, the project sets a benchmark for scalable and immersive experiences, ensuring Castrol remains at the forefront of customer engagement in the automotive industry.
