While at VML and Ford, I consulted on Lincoln for a number of design needs, the largest one included redesigning the Lincoln Offers & Incentives page.
The current Lincoln's Offers and Incentives experience was out-dated, users were not interacting with the page and the text was not supporting the movement.
Worked with a strategist and a copywriter to build out the wireframes and focus on finding new opportunities for the internal offers page. Asking questions such as how can we reorganize the flow of the page and the filtering/sorting for the specific vehicle offers.
We focused on Mobile design first.
After reviewing wireframes with the team, we were encouraged to talk to the information development team to see what is possible. At this juncture, we were told nothing on the internal Special Offers page could be changed functionality wise, and therefore we wouldn't be able to have much of an impact on that space.
We turned our focus to the first and overall Lincoln Incentives & Offers landing page. Sepcifcally on the following two needs:
This project included a bunch of review sessions. We walked through reviews with our internal vml team, and our external Ford/Lincoln team multiple times. The key here was making sure the assets were supported across all teams and each vehicle was showing the correct model and year.
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Final Designs focused on the landing page and especially the visual assets and the copy. Focusing on the CTA's, we created a horizontal scrolling functionality for the cards/buttons so the user can see more details about each vehicle before proceeding. Our copywriter focused on Luxury tone but something that supported the "Offers & Incentives".
Lincoln's backend was built on a limited templatized system. The only functional improvements we could make were ones who's components were already created. This put a huge limitation on us and turned our efforts towards finding a reasonable new component than creating the best experience for the user.
