A Top 10 Global OEM: Creating a Premium Digital Experience for a Premium Car Brand

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Challenge

With less consumers visiting car dealerships in person and an increasing number opting to interact online, a new approach to digital is essential for brands to meet customer needs. Delivering exceptional digital experiences whilst boosting car enquiries and sales is critical to the success of manufacturers.

A global OEM who we have a long standing relationship with wanted to lead the change and set new standards for digital customer experience in the industry. At the same time, it expected improvements that would boost online sales conversion — to increase brochure requests and showroom appointments as well as enhance customer understanding of its range and models. Furthermore, its existing online channels didn't match its reputation as a premium automotive brand.

From a technical perspective, our client’s digital presence had previously been split across two separate websites: desktop and mobile. This disjointed approach led to significant inefficiencies and unnecessary complexity which needed to be tackled.

Solution

To achieve the objectives and bring long-term change, we used our disruptive methodology for delivering digital products, pushing the limits of cross-sector customer experience innovation.

Our rapid design approach allowed us to deliver in just 20 weeks (10 two-week sprints), with each sprint ending in user testing to gain feedback and iterate the product for the highest impact.

The new site has redefined how people explore car models online, leading the change in the automotive sector. A number of innovative features, including a new product exploration journey, device sensing and an inventive grid solution for the homepage has led to vast improvements in positive customer feedback and a direct contribution to sales leads.

Getting quotes and customers into a dealership is a major indicator of purchase intent – and a key KPI for our client. We exceeded all targets and the style and approach we created has been adapted by several of the brand’s international market teams. A truly premium experience that befits a premium brand.

Results

525% increase in ‘Quote me’ page visits and 350% increase in brochure requests 

A co-located agency and client team delivered the new site in just 10 x 2-week sprints

The redesign won numerous automotive industry and customer experience design awards

What the
client said

“ A great example of how a client and agency can work together as one team, working to the same Agile processes and principles, to deliver exceptional results in a short timeframe.”