Lexus Digital Experience

DESIGN A NEW DIGITAL CUSTOMER EXPERIENCE

The new Lexus Europe website, is a fully responsive platform that gives visitors a consistent, high quality experience of the brand across any device or viewport. Reflective of the new brand values, the new platform features rich, high definition content and interaction, and a fully redefined user experience.

FROM BUSINESS CENTRIC TO USER CENTRIC

As a Design lead, I collaborated with the team of Amaze followed the project in all its phases. After determining our main focus points, the UX team worked on creating Personas based on user’s goals and needs. From there, we created different scenarios for personas to give a better idea of their pain points to aid the process and determine what is required on the website.

Multiple cycles of design, prototyping and usability testing with users have allowed us to optimize the digital experience, making the interface easy and quick to use, especially on mobile devices.

THE NEW CAR PAGES, FLEXIBLE AND MODULAR

Car pages have been completely re-designed using a series of new modules. These modules highlight key features and imagery around the vehicles.

The layout is designed to be flexible to allow for modules to be reorderd and other modules to be added as needed.

A UNIQUE AND COHERENT PRODUCT EXPERIENCE

Features for each vehicle are highlighted using this interactive “explore” module. Large images of the interior and exterior of the car are used, with hotspots triggering content for each feature.

The main vehicle view has imagery for the front and rear of the car exterior, and also a front and rear view of the cabin. These images are larger than the canvas, allowing the user to scroll, pan and explore the detail. 

RADICAL BRAND AND VISUAL CONSISTENCY

The primary car galleries are split into segments of content, covering interior, exterior, detail shots and lifestyle imagery around the vehicles. Galleries support both images and videos, and content from YouTube.

When triggered, the content in the gallery is surfaced in a modal overlay with previous and next controls. Video content is played in-situ. Alternatively, a gallery can be displayed within a page as a carousel. Asset formatting is the same, allowing for greater flexibility across the platform as to how images are displayed. 

THE FUTURE IS A MATTER OF VISION

Other content across the website can utilize a series of flexible content modules allowing for longer form storytelling. Articles are created by combining a number of modules that create a layout with a flow and rhythm that encourages users to explore further down the page.

Story and article content are broken up into chunks that are easy to comprehend for the reader. These snippets are supported by a portrait media block and quotes that are a great way of telling product and brand stories in a human-centric way.

Agency: The&Partnership UK

Client: Toyota Motor EU

Head of Design: Dan Beckett

Creative Director: Fabrizio Caperna

Strategy Director: Erwin Corio Flores

Digital Project Lead: Fabrizio Nahum

Design Lead: Simone Perriccioli

UX/UI designer: Hristo Ivanov

UX/UI designer: Sergio Spadavecchia

Web Development: Amaze