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project

GTurbo

BRANDING

STORYTELLING

CONTENT STRATEGY

Company Overview

Historically, GTurbo™ is known to specialise in diesel engine optimisation, with a philosophy to provide you with a turbocharger that is a specially engineered performance solution for your unique needs. Their aim is to take your engine to the next level, delivering exceptional performance with reliability.

Role

User Research
Content Strategy
Brand Storytelling & Messaging
Website UX & Copywriting

Project Overview

Challenge

After early discussions, one of the biggest challenges the business faced was lost time spent on educating and qualifying prospects about their products and services.

Problem

Prospects struggled to identify what modifications they needed specific to their vehicle if it was safe, and what the resulting power increase would be. Through user research and content analysis, the biggest issues identified were:

Prospects struggled to identify what modifications they needed specific to their vehicle, if it was safe, and what the resulting power increase would be.
A lack of support and education for a complex product and service on the website, in addition to inconsistent messaging, poor website UX, minimal content, and an undefined audience

Solution

Uncover the driving forces behind GTurbo to redefine and reposition the brand, define and develop target customer profiles, and create a seamless website UX to qualify prospects, and improve sales efficiency – but most importantly – to help and serve the customers of GTurbo.

Impact

Users finding their own power package based on their exact engine type, without the need to speak to sales teams. Sales team receiving qualified leads and effectively reducing lead times.

Project Details

It’s difficult to understand just how exhilarating and fun sitting in a 4x4 with performance modifications, without physically experiencing it. And yet, through our own life experiences, we can still imagine what it would feel like despite never having experienced it.

We know that target customer profiles are aware they need more engine power and are already actively looking for ways to increase their vehicle power, which is usually triggered by an experience. But, what about those who aren’t actively looking yet?

Experience was the key.
‍

It’s this ‘experience’ that I identified will unlock a person’s DNA for performance:

….the desire for more engine power, dreams of camping, adventuring and touring, and the innate need to be recognised by friends and family.

This helped lay the foundation for the rest of the project from branding, content design, and copywriting, to UI/UX, web design, and development – does it emphasise the GTurbo experience?

High-level goals for this website project were:

rebrand and reposition

To uncover and develop GTurbo’s brand story through a messaging framework to give the business, its people, its customers, and stakeholders complete clarity on who the company is and what they stand for.

Develop a Brand Story & Messaging

To connect with their customers and build relationships with more relevant messaging, and enable sales teams to have more engaging conversations with better quality leads.

Deliver a Seamless Website User Experience

Create a more seamless way for prospects to easily identify what they need to do in order to increase vehicle performance specific to their engine type.

Brand Discovery

Uncovering the Brand DNA

In its simplest form, what are the short and sharp statements that define who GTurbo is, what GTurbo does, and why GTurbo do what they do. These statements help form the foundation for brand messaging and positioning, and contribute to uncovering their true vision and mission for the company.

Conducting brand discovery workshops, I had to first take into consideration how the brand was perceived by internal teams, their customers, and what was their preferred future positioning.

Current Brand Sentiment

Prospects struggled to identify what modifications they needed specific to their vehicle, if it was safe, and what the resulting power increase would be. Through user research and content analysis, the biggest issues identified were:

Internal View
Through continuous innovation and improvement, we help people unlock the true potential of their vehicle's performance, so they can experience the thrill and joy of a GTurbo, as well as providing a community for people to share their stories.
External Perception
Without its community, GTurbo is just a vehicle performance provider. A turbo supplier and installer who can help people increase the performance of their vehicles.
Future Positioning
To be more than just a vehicle performance provider. GTurbo is a community of people, experiences & stories, it’s a lifestyle — it’s a place where people can come to unlock vehicle performance and live out their life’s adventures.

Brand DNA

Why

To engineer powerful and efficient driving experiences so that people can live out life's adventures

How

By delivering unrivalled vehicle performance, through continuous innovation and design, to give people the power to experience the impossible

What

Providing a community that educates, delivers vehicle performance, and offers fun and high adrenaline experiences

User Research

Defining target customer segments

Through customer mapping workshops, we were able to identify and develop three target customer profiles. Based on insights from their sales teams, we established two primary segments: The Yahoo and The Tradie, and the Grey Nomad as a secondary.

While mapping out the buyer's journey of each individual using the customer mapping tool UXPressia, we were able to uncover key goals, desires and objections, in addition to questions and processes related to the service and product.

Shared User Pains

Common themes that guided the messaging

With the main customer segments established, it was time to explore what key messages GTurbo would use to connect and communicate with their audiences. I started the process by listing out common pains, desires, and needs of each customer persona, taking note of anything they shared in common.

Brand Messaging

How to tell a good story

With a new brand DNA, customer profiles identified, and messaging opportunities, it was time to develop a brand story. The brand messaging has been created to reflect GTurbo’s core values and positioning statements, to help align the strategic objectives of the business, as well as its employees by giving them an effective way to communicate with their clients and customers.

The messaging framework allows us to be really clear on what we communicate with customers and how we want them to think and feel.
It's about being intentional with the type of messaging we put out on the market and having customers come looking for your product and service based on a story that you have created.
To help them understand and respect the work, knowledge, and expertise behind GTurbo, but also the people and what you guys stand for. It's this understanding that turns strangers into buying customers and brand advocates.
I know that the main target personas who are aware they need more engine power are actively looking for ways to increase their power, which is usually triggered by an experience.
It’s this ‘experience’ that I wanted to trigger — the DNA for performance, of those who aren’t actively looking yet.

UX Challenge

Users know what they want, but have no idea what they need

One of the main UX challenges we encountered during the discovery workshops was that users struggled with finding the right modifications specific to the vehicle and the expected power output.

Power increase (differs depending on vehicle type)
Modifications (varies by engine type)
Multiple combinations of components (no ‘one size fits all’ solution)

Beyond this, we had to also consider how these factors were connected to the user's main goals and desires: what did they want to achieve with these upgrades? This became a leading factor and assisted in the creation of how users were able to identify what was right for them.

UX Solution

Streamlining the discovery to unlock more power

We developed a simple tool that makes finding your ideal combination of modifications and the expected increase in power into packages based on user goals.

‘Unlock more power’ is a tool that would help users quickly identify what power package would suit their vehicle based on their engine type. This was built using a database of specific engine types split up into four different power package tiers that catered to the user's desires.