Site Redesign for Luxury Automotive Manufacturer

Project: Luxury Automotive Website Redesign

Services: Information Architecture, Interaction Design

Deliverables: Content Inventory, Competitive Analysis, Site Map, Wireframes

Process: Devlin hired Fishbone Interactive to do the information architecture and interaction design for the redesign of the site. To establish the main priorities of the site redesign, I conducted a content analysis of the existing site and did a competitive analysis of the four sites that received the highest overall scores on the 'Overall Satisfaction Index' in J.D. Power's Canadian Automotive Manufacturer Website Evaluation Study. Based on these analyses and discussions with Devlin and the client, I identified the following four main priorities for the site redesign:

• Global navigation
• Home page structure
• Vehicle page structure
• Revisions to Build & Price Page

While changes to each of these priority areas improved the usability of the site, revisions to the global navigation were the most significant. To focus the site content, I reduced the number of global navigation categories, focusing on high-level categories and reorganizing and renaming categories to better convey their content.

Site moved from 23rd to 1st place on the J.D. Power and Associates Canadian Manufacturer Website Evaluation Study after redesign.

In addition, I made each vehicle visible and accessible in the global navigation so that users would be able to access each one of them from every page on the site.

Result: Site moved from 23rd to 1st on the J.D. Power Overall Satisfaction Rating for Automotive websites.