Suzuki

Our research revealed three main issues. First, Suzuki's website was confusing, because both Suzuki motors and Suzuki auto were on the landing page. Secondly, 76% of customers looking to buy a car rely on heavy online research before going into a dealership. And lastly due to the split with GMC, we wanted to clear the air when it came to the Suzuki brand, a strong reliable Japanese manufacturer.

We addressed those issues by separating Suzuki motors from Suzuki Auto, incorporating some of the physical aspects of going to a dealership into the user experience and finally, striving to highlight their Japanese tradition and craftsmanship.
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The final designs focused on themes based on the vehicle lineup. The initial themes picked were "Adventure”, "Urban" and "Family”.

We struck a balance between rational and emotional content, delivered in an organic visual design language. We also strove to subtlety highlight Suzuki's brand history throughout the experience, which can be found everywhere from the landing page to snippets about quality and craftsmanship in internal pages.

The last important aspect of the project was to create a relationship between future buyers and current owners. We achieved this by introducing a comparison module followed by a social module to wrap the product page.

Finally, based on our strategy and knowing that almost 76% of future car buyers educate themselves through car brand websites, we wanted to further deepen the emotional impact of our storytelling by designing a series of lifestyle pages in order to win customers and turn them into brand believers.