Lexus. Re-defining Luxury
The Problem
Lexus is a pricey car that promises quality and performance. It used to be sexy fashionable care of choice but has slipped a little and in danger of becoming a bit of an old mans car. How do we deliver an online experience that excites and motivates visitors in an effort to claim back the luxury car of choice?
Re-imagining Luxury
Objective
Core objective was to encourage booking of tests drives
Translate M&C Saatchi’s above the line campaign into a new site underpinned by Sitecore technology as well as modernise the site so that Lexus competes effectively as a brand that offers “Luxury”
Clearly showcase the amazing ways in which a Lexus can be customised to an individual’s tastes
Educate on naming conventions of different Lexus models
“Lexus is no longer an old man’s car”
Approach
In order to create a seamless experience for the user from first site visit through to test drive with a dealer we had to carry out some service design discovery and:
Map user touch-points through to legacy systems like individual CRM’s
UX Research to uncover what was mostly blocking test drives
Bringing insights to life within new site content and functionality
Design sprints
Technical review and set up of Sitecore CMS
Solution Process
User stories were fed into our agile project management approach and grouped as epics for our two week design sprints
Customisation of product was mapped and then turned into an interactive feature
A/B Testing
