Lexus has revolutionized the luxury
motoring experience through its commitment to the finest products
and most satisfying automobile-ownership experience.
The company wanted to leverage its offline brand and apply
it to the online environment. By evaluating user research
and reprioritization business objectives, Lexus hoped to define
a new approach for Lexus.com 2006.
UX contributed to that ultimate approach. Our work started
by reviewing user research, evaluating competitors’
online materials, and performing a heuristic evaluation of
Lexus.com to highlight usability issues.
Speaking directly with Lexus owners, we learned what might
stimulate their desires to visit a dealership and take a test
drive. Ultimately, we provided IA in wire frames, site maps,
and an interactive DHTML demo. Interaction guidelines and
content strategy were also produced through user path models.
Roundtable discussions were held to solicit information from
the marketing managers, branding experts, and Team One Advertising
Agency. With them, we were able to refine and deliver a cohesive
solution that articulates the Lexus brand in the same way
their vehicles define elegance.