Lexus Owner’s
Concepting & building the first Lexus Owner’s App
Exec Summary
Brand
Lexus
Role & Responsibilities
Product Design & Research, Interaction Design, Native App Design
What
The Lexus Driver’s site is a utility product for Lexus owners to use as a resource throughout multiple scenarios. Over the duration of this project, wee had ambitious goals for the redesign such as hyper personalization of content, showing relevant data to the user from their vehicle by leveraging the OBD-II sensor in the owners cars and streamlining the current experience to make it more user friendly and fully responsive.
How it started
When I was brought onto the project, we were pitching for the business and I helped in crafting functional and visual prototypes and also refining design for the client presentation. Once we won the pitch, the team started to do content strategy and assents of the current site, competitive audits, stake holder interviews and surveying users.
Process
The sections of this mammoth site that I many focused on where Service (Service History, Safety Recalls and Service Campaigns, Scheduling A Service Event and Accessories), Account Registration and Forgot Password or User Name flows and wires and the Resources (How-To Video, FAQs and Owners Manuals). Throughout the process I had to audit How-To Videos and helped develop a strategy in how we can leverage SEO and overall server speed by embedding YouTube videos and wedding out content that was not up to par with current Lexus standard.
As always, I started with simple wireframe sketches that acted as a brain dump for me to get initial thoughts and visual hierarchy out onto paper. As we wireframed each section we had to keep all users in mind. Unauthenticated and authenticated users while also adding variables like users with newer model years, with older model years and even users with models that were discontinued and each of their experiences were slightly different.
I created multiple visual and functional prototypes to showcase functionality to clients and to internal teams. Using programs like Proto.io and After Effects, I was able to quickly give my functional designs justice
Interaction & Animation Guidelines
Something I really wanted to see come to life through The Driver’s Site was the implementation of the Animation Guidelines I was setting forth. Giving everything with motion a purpose and not making it an after thought. The concept that I was wrapping around every interaction, big or small, was the idea of meshing the physical with the digital ownership. With Lexus being a luxury brand and having precision, highly detailed vehicles, I wanted to add that level of polish and love to the brands digital properties. Through easing curve choices, and transition timing, we wanted to invoke a performance driven and smooth experience for all guests.
Android Application
The website design was winding down and I helped craft the registration wires + flow, the service section and resources sections of the site. Before I left the Agency, I started working with another designer on the team who was designing the iOS application in tandem with us designing the responsive. I started to set paradigms like navigation and setting best practices in place for the Android platform.
Apple Watch Concepts
As a part of the vision presentation to the client, we presented future concepts and extensions of how the Lexus Owner's App and website, eco-system we were building could live on other devices and serve other utilities. This is one execution, we showed them. Leveraging Apple watch technology, we can display car data in real-time as well as show contextual notification depending on the user's surroundings and current situation.