INFINITI Homepage Design

Overview:

I was tasked with a homepage redesign for INFINITI’s tier 3 websites. The homepage lacked the optimal information hierarchy to direct the customer throughout the site - in other words, it needed an update!

Goals

• Create information hierarchy to improve customer experience and improve click-thru and bounce rates

• Improve a11y with added visuals and icons

• Increase customer flow to new vehicle specials

• Simplify navigation

My Role:

My role on the team was to analyze metrics regarding the website and formulate a design that I felt would increase homepage performance. I worked closely with developers and site managers at CDK Global (website providers) to gather site analytics and discuss the scope and potential limiting factors in the design.

Based on review of the analytics data and several user interviews with dealership owners and team members, we were able to establish the following pain points in the original site design:

1. Redundancy/confusion in the navigation selections

2. Lack of options on the actual homepage for each main section of the site (New/used vehicles, Service & Parts, Specials, Contact information)

3. Lack of visuals and a11y for visually impaired (small font could be an issue)

Ideation Process:

After reviewing the available data, I began created an affinitiy map and site map for the navigation based on user input and created a low-fidelity wireframe which was approved by the CDK Global development team. A few insights presented themselves through user interviews and revewing existing websites:

1. Trade-in options were important an important stream of income for both the dealerships and the brand in terms of conquesting. This option should be available in several parts of the navigation

2. CPO is considered by most dealers and customers to be a subset of Used vehicles and should be housed under 'Used' in the navigation

3. Specials could be housed under each correlating section and did not need to be separated in it's own category if the navigation was already cluttered

Based on these insights, the navigation was able to be simplified considerably.

Testing:

Following approval and build from the CDK development team, it was time to implement the pilot homepage on a sample size of dealership websites. Once approval was confirmed, the new homepage layouts were rolled out for use on 5 dealerships. The pilot ran for 1 month on each site, with a notable positive increase in several key performance indicators:

Below is a video sample of the high-fidelity prototype, complete with microinteractions and clickable links.