For the Dodge 2014 model year launch, we evolved the site based on a detailed analytics review and a user research study of current and prospective Dodge customers. The research uncovered key findings and insights we used to design an optimized customer experience.
Our solution provided Dodge:
• greater flexibility to customize each vehicle’s experience to highlight the specific brand story for each vehicle
• easier access to shopping tool links (e.g. find a dealer, search new inventory, etc.) while they are in the shopping mode of their customer journey
• quicker access to key vehicle feature content
• continued support (with no erosion) of SEO and KPI gains made during the Model Year 2013 redesign (12% average increase in visits across vehicles; 23% increase in shopping tool completion rates)
ROLES: ACD/Experience Design; Led experience design and creative direction with creative director and ACD/Design; partnered with ACD/Design and ACD/Copy to lead a team of 20 (including design, copy, ux and dev) from concept through execution.
Our solution provided Dodge:
• greater flexibility to customize each vehicle’s experience to highlight the specific brand story for each vehicle
• easier access to shopping tool links (e.g. find a dealer, search new inventory, etc.) while they are in the shopping mode of their customer journey
• quicker access to key vehicle feature content
• continued support (with no erosion) of SEO and KPI gains made during the Model Year 2013 redesign (12% average increase in visits across vehicles; 23% increase in shopping tool completion rates)
ROLES: ACD/Experience Design; Led experience design and creative direction with creative director and ACD/Design; partnered with ACD/Design and ACD/Copy to lead a team of 20 (including design, copy, ux and dev) from concept through execution.
We took all the research and analytics inputs and identified specific customer needs, business goals, and content requirements for the major page types.
To sell our page-level experience approach, we mapped customer needs and business goals to the wireframes.
After the client was sold on the experience strategy, the multidisciplinary creative team—art, copy, experience design—sketched each page which we used to get client buy-in during a workshop session.
The team then proceeded to create detailed comps for all 7 Dodge vehicles.
