50% of car dealership gross profits are from maintenance and repair services. However, according to Cox Automative maintenance and repair study 65% of vehicle owners do not get their vehicle serviced at a dealership due to a poor experience caused by:

After speaking with many vehicle owners, we found that most preferred alternatives like Jiffy Lube, Midas, or independent mechanics over dealerships. They viewed dealerships as more expensive and time-consuming, which led to a lack of trust in their services. To address these concerns and improve the perception of dealership services, we focused on increasing transparency and reducing uncertainty. Our goal was to enhance the Mazda owner's experience throughout the entire service process, from the moment they arrive to the completion of their service.

In 2021, Mazda launched MyMazda, a mobile app enabling users to lock/unlock the car, adjust heating, and control fundamental vehicle features. Despite its functionality, the app had some limitations as users were redirected multiple times to various third-party sites for tasks such as booking service appointments, making payments, and getting service. Recognizing this opportunity for improvement, we aimed to integrate all touchpoints directly within the app. Our objective was to enhance transparency by providing users with clear information about the time and cost of the service, all within the seamless experience of the MyMazda app.

We wanted Mazda owners to know all of the service details of their cars through this app. Hence, we created a service section in one of the apps where they get complete information about upcoming services and maintenance required for specific car parts. This allows us to increase the transparency of their repair services, communicate both the “what” and “why” of service and remove booking friction, thereby increasing the number of owners who follow through with the appointment.

One of the main reasons vehicle owners didn't go to dealerships was the lack of trust. By giving step-by-step details of the service, we can establish a trustworthy connection between the owner and service team, accommodate busy schedules by providing live updates and provide price transparency to mitigate owner frustration and anxiety.

Every time before the service begins, the mechanic performs an inspection to check if any additional services are required. Instead of asking the vehicle owner through third-party applications, they can send a video of the issue and ask via the app. By giving the control to the owner to make decisions for their vehicle, we can provide transparency through updating vehicle status throughout service and additional evidence through video and facilitate more informed decision making.

By bringing the payment touchpoint inside the app, we can remove any kind of payment friction to provide a thoughtful end-of-service experience and strengthen the brand perception with a better experience.

A service history folder is essential for any vehicle owner, especially when selling the car, and we decided to digitalize it and integrate it into the MyMazda App. The service history tab includes the service summary, service videos, inspection reports and the receipt. Additionally, it acts as a touchpoint for a new owner to onboard the MyMazda application.