Reinvent the Honda website through understanding customer needs and the role the site played along the customer purchase journey; redesigning aspects of the site to deliver more relevant content to people faster, while creating a more consistent experience and design language across the platform.
We explored enhancements across the site to create ideas that addressed issues raised in user research and inputs from the client. Comparing platform analytics, available research, and competitor analysis to audit the pages weakest points, we began to prepare a set of high-level designs and games for a kickoff workshop with stakeholders. Attempting to better understand what areas of the business needed from the final designs and modules, the differences between car and motorbike customers and what information was most relevant to guiding people towards dealerships and booking test drives.
From the takeouts we focused on three key areas; Home page, Product and Offers, helping user drop off by improving the navigation and creating a more joined up experience. The new design helped guide audiences quicker and deeper through the site and increase chances of high value behaviour - booking test drives and visiting dealerships.
Through different iterations we worked final designs further into clickable prototypes for user testing. Testing with participants across desktop and mobile where we got customers to look at the website in the context of the overall customer journey and review the usability of the new modules and page structure. Our learnings helped define the overall governance and guidelines for the structure and layout of the Home Page and Product Pages, the optimal use of each module for the various markets and departments from Honda and guidelines for the assets needed in each module.
We revisited the design and UI language across the site, updating new colour, type and interaction styles in conjunction with the new modules to create a more coherent and contemporary feel to the site