This project addresses significant data quality issues across Yamaha’s outboard and watercraft product lines. By analyzing multi-year data from the company’s data center, critical discrepancies were identified in customer registrations and contact information:

• Outboard Products: Over 800,000 incomplete registrations were detected, accounting for 40% of total outboard data. These inaccuracies directly impact tracking and sales follow-up efforts.
• Watercraft Products: More than 12,000 customer emails were found to be non-existent, representing 21% of the total email database, hindering effective communication and marketing efforts.
• Shared Issues: Across both product lines, 18,000+ emails were reused over five times, an issue that has increased by 200% since 2021, significantly affecting data reliability.

The project focuses on enhancing the accuracy and transparency of customer data, improving Yamaha’s ability to deliver targeted communications and customer service while reducing errors in product registrations. This initiative also supports the broader goal of transitioning Yamaha’s business to a subscription-based model, where clean and accurate customer data is critical for success.

This phase of the project aimed to analyze the current data integrity issues, their root causes, and the expectations for future information management solutions through the development of the Yamaha One app.

Stakeholder Interviews: Identifying Data Integrity Issues

11 interviews were held with key managers from Service, Research, Connectivity, Marketing, Legal, and Dealer Sales to identify critical data integrity issues affecting operations, customer engagement, and product development. Through structured interviews, we gathered insights on data challenges and their business impact. Insighs are shown below:

• Issue 1: Incomplete or out of date customer data make it difficult to contact owners, impacting further communications.
• Issue 2: Challenges in collecting opt-in data ethically and verifying customer details.
• Issue 3: Duplicated customer information across different product lines hinders efficient customer communication, CSI surveys, and market research.

Dealer Survey: Identifying the Root Causes of Data Integrity Issues

To uncover the root causes of Yamaha’s data integrity issues, we surveyed 100 randomly selected U.S. dealers. Dealers, responsible for product sales and registration, are crucial to accurate data collection. The survey explored dealer views on the warranty registration process, barriers to accurate data, and registration responsibilities. Insighs are shown below:

• Manual, Non-Digital Registration Processes: Unclear handwritting for forms lead to frequent misinterpretation or incorrect data entry errors.
• Physical Follow-up Communication: Critical mail is undelivered due to change of address, resulting in missed service reminders and unresolved recall notices
• Complexity of Registration Process: The current registration process is lengthy and requires detailed information, which can overwhelm customers.

User Survey: Desired Digital Features for Data Management

In our user survey for the digitalized platform, the top desired features were product information management (59%) and service notifications (48%). This aligns with current challenges, as users need better control over their data, with more accurate and efficient digital management.

The findings from our interviews and surveys reveal that the Yamaha One app can effectively address significant customer data management challenges. By leveraging digital solutions, the app aims to enhance the accuracy and accessibility of customer information, aligning with user expectations for improved data management features. Key touch points includes:

• Centralized Data Collection: Streamlines customer information gathering during registration, reducing inaccuracies.
• Real-time Data Updates: Allows for prompt corrections and updates to customer information, ensuring it remains current.
• User-Friendly Interface: Using existing affordance and consistent design elements to facilitate easier access to data management functions for both users and dealers.

Solution1: Enhancing Data Integrity Through Streamlined Data Collection

• Integrate warranty registration into the Yamaha One App, enabling camera-based scanning for product and personal IDs to reduce manual input errors.
• Streamline and digitalize the data entry process to capture and store accurate customer information from the outset, minimizing typos and missed fields.

Solution2: Encouraging Customer Information Updates

• Highlight the personal information section in the user interface to make it more prominent when customers access their accounts.
• Implement a semi-annual pop-up notification prompting customers to review and update their personal information.
• Integrate the rewards program with the platform, requiring customers to verify their details when redeeming rewards.

To introduce new features seamlessly into the Yamaha One app, I analyzed its current structure and information architecture. By maintaining familiar user flows, I minimized cognitive load and avoided disrupting established patterns. This approach ensures that new functions are integrated clearly and concisely, making the user experience intuitive and easy to navigate.

Improve Data Completeness and Accuracy Through Initial Data Collection

To improve data accuracy and minimize manual input errors, the solution integrates warranty registration into the Yamaha One App. This digitalized process allows for automatic data capture by utilizing camera-based scanning for product and personal IDs, reducing the risk of missing or incorrect information during entry.

Digitalized Warranty Registration and Information Scan Feature

Phase One Study and Design Solution Will Submit to Headquarter in Q1 2024 for Reviewing and Approval

• Conduct user testing with real customers to validate design solutions and ensure the proposed features align with their needs. Get specific data on how the digitalized platform would contribute to data accuracy.
• Research more with date management department to optimize on data sharing and data editing related issues within different product line. Considering how to utilize the shared data center for reducing new data entry process.