Honda
Tailoring product pages for respective audiences
We were tasked with helping Honda redesign its vehicle model pages to support a wide-range of new products launching later that year, such as the all-new HR-V and redesigned 10th-generation Civic. The goal was to create a beautifully designed, user-friendly and scalable foundation that would showcase these models and every model that followed.
Challenge
Responsibilities
Content Strategy, Information Architecture, Wireframes
The Old site
Process
We needed our site to be user-centric and deliver users what they came searching for. The team worked very closely with our client stakeholders to establish business goals. It was important to balance stakeholders and client priorities against user needs. When stakeholders wanted something specific, I helped ensure that those requests were not in the way of our users as we redesigned the vehicle model pages.
User-Centric Thinking
As each vehicle was due for its model year update, I was responsible for recommending and structuring the hierarchy of the content for each vehicle that best targets its audience. This required working closely with the analytics, strategy, product, and account management teams to understand the various target markets, learn what features were new to each model to be touted, and account for specific client preferences.
Content Strategy
We determined the most important features to highlight per model by looking at the persona of our target market. Each vehicle has a different audience that it caters to, so it made sense that the features we touted for each varied too. For example, we knew that shoppers interested in the Honda CR-V are more focused on utility, value and efficiency. As a result, we elevated and showcased features such as its cargo area, 60/40 split rear seats, and automatic tailgate. On the other hand, shoppers interested in the Civic are more interested in styling and performance. Thus, the features that were prioritized and emphasized include the exterior features, turbo engine, and handling.
Wireframe Development
STATUS & Impact
Over the span of a few months, we were able to launch 10 Honda models with this new redesigned layout. Previously, the desktop and mobile sites were fairly distinct experiences, but with the updates, we were able to make browsing the site across devices to have content parity and feel more consistent. The site was updated to have large, more stimulating visual imagery, less technical copy, and clearer calls to action.
Overall, the site was well-received and a welcomed change from its previous iteration. A review from the 2015 J.D Power Manufacture Website Evaluation Study said, “The site is awesome and the entire team should be gifted ships filled with gold!” There was an increase of 15% in site satisfaction, a 200% conversion rate, while managing to be 37% lighter than the average automobiles site.