Lexus - Repositioning a luxury car brand
Client — Lexus
Type — Website
Deliverables — UI Design, Style Guide, Art Direction
Agency — Amaze
Lexus were going through a rebrand and were positioning themselves as a global, technology focused luxury car brand and needed this to be reflected with their website
Lexus wanted a website that would make it stand out from competitors and position the car manufacturer as a global luxury lifestyle brand. This service-led site would be driven by user-centric ‘Omotenashi principles’ where people felt welcome and enjoyed a great experience. Genuinely cross-platform, it would provide content propositions which extended to other channels to create a seamless story. Finally, it had to focus on conversion with effectively optimized journeys – in short, sell more cars.
COLLABORATION
I was part of a team of 6 we had 5 months to completely revamp the Lexus.eu website that would need to be rolled out across Europe in 41 different languages in just 4 months. Working closely with a designated UX designer we worked together to map out how the new website should be structured, from the user flows through to wireframes and prototyping based on customer insights we had from Lexus.
Visual Exploration
We worked on numerous concepts, that we put in front of customers using an external agency, as well as our own gorilla testing in house to help guide our decision making. This was to span across all digital touchpoints, where the experience had to be seamless with usability at the heart of it
Component Library
As the deadlines were tight we created a design system of components that would allow development to take place alongside the design. This would also help Lexus further down the line as they would be able to rollout car launches at a rapid pace using the components across markets
Component Library - This enabled each market to create their own pages, at pace while keeping consistency across the brand
Fully responsive design
After 4 months of working in weekly sprints, iterative design, which meant building and testing components as we went along, we ended up launching the brand new lexus.eu platform which was to be the blueprint for all 41 markets across Europe,
Car Configurator - We designed a light touch car configurator that would sit within the experience
Car Navigation - A fully immersive experience that allows the user to browse the full range without leaving the navigation
“The team have helped create a more than solid foundation for ongoing digital transformation of our business, while supporting us as we establish Lexus as a global luxury lifestyle brand.”
— Christophe Meulemans , Lexus Europe’s Communication Manager