Subaru has one of the best car engineering in the world, but the brand channels and communication are not aligned with this virtue. This project had a goal to improve the experience of the car in the site and in consequence, increase sales.
It was designed to be full responsible, so it adapts to all devices and each module can be included or subtracted when needed.
We redefined the content of each channel from texts to pictures, including external and internal 360 of each car and other assets to make more clear why Subaru's cars are better than other market player's cars.
We designed the site to transform depending on the moment of the user. If the user doesn't know the brand, we adapt the homepage so it privileges institucional information (phase 1). If the user already know the brand and showed interest on an especific segment, we adapt the homepage to show a car from this segment or send the user directly to the product page (phase 2). If he/she already visited one of the car's page or has already done a test-drive, we adapt the highlights to show prices and promotional deals, leading the prospect to the closest dealer (phase 3).
The product page has a template full of images and data to educate the user in every detail of the car. An interesting asset is a comparing module, so the user can see the advantages from Subaru car to the respective opponent.
It was a big change in Subaru's channels content, but the results might be big too.
UX Lead / C. Direction: Mauro Belucci
UX Design: Renato Maruno and Andre Bernardi