To coincide with the launch of the brand’s newest flagship vehicle, Ariya, Nissan wanted to re-imagine their vehicle landing pages on their global platform, including implementing a global brand refresh.
Through user research and data analytics, the following problem areas of the existing vehicle landing pages were identified as key considerations for improvement.
Existing vehicle landing pages have up to 15 pages, creating a minefield of content for the customer to hunt through. Additionally, this creates a lot of authoring effort.
"When searching for the item I want I like to see all the information in one glance."
The secondary editorial pages have very little organic traffic. The majority of leads are also on the Overview, Config and spec pages.
Whilst there is an abundance of content that talks about the technology the cars come with, the brand struggles to articulate why users should care.
"48% of LEAF owners did not have a connected services discussion at a dealership."
"What frustrated me is that there are many technical terms without any real explanation of what it means on the website."
As Lead Experience Designer I was responsible for UX/UI design, as well as managing multiple global and local external design/brand agencies throughout the production phase in a client-facing role.
- Conceptual design thinking/exploration
- Leading the end-to-end design process from conception through to delivery
- UX/UI Web design
- Prototyping
- Presentations to C-suite executives
- Art direction
- Stakeholder/project/client management
Reduce the overall amount of sub-pages
Update and modernise the UI
Improve storytelling throughout
Showcase the new design direction for the brand
Create a mechanic for customers to register their interest
Ensure the solution considered all regions/languages
Create a mechanic for customers to pre-order the vehicle
Make the technology of the vehicle more accessible to customers
Mobile-first approach to design decisions
Add moments of delight throughout the experience
- High-level UX Concepts
- Wireframes
- Content IA & SEO
- UX Framework
- Experience map
- Initial concepts
- Press shot study
- Colour studies
- Prototypes
- Motion & Interaction design
- UI / Visual design
