Product Design
14 - SEAT
CI Team
Lead Designer
Taking advantage of the corporate redesign that suffered SEAT back into 2017, we found it opportune to update the functionalities and the look and feel of its homepage design.
One of our goals was to make the design more suitable for the customer needs and also, offer more effective and flexible tool for the country markets needs.
The final solution was a mix of customizable and universal UI components to offer customization options to each country market keeping the brand consistency internationally.
As a team, we recognized that the homepage serves both HQ markets and customers.
Our initial focus was understanding the needs of these user groups. Through analysis and interviews, we mapped out customer journey steps from consideration to purchase.
We also understood the HQ markets needs and the tools they needed to communicate effectively their products and offers to the public.
We quickly identified touch-points, proposed an information architecture based on user and market input, and prioritized actions to enhance the customer journey.
We focused on key actions like "See Offers," "Configure a Car," "Car Info," "Test Drive," "See Accessories," and "Find Us."
A crucial market goal was to gather data on customers' test drive preferences, enabling tailored offers for specific areas.
We enhanced the layout by displaying larger car pictures, adapting to screen size (four per row on large screens, three on medium screens, and one on mobile).
Standardizing car colors for easier model differentiation was confirmed through tests, with color choices based on brand and business factors.
To expand car configuration options, we added configurator links next to each model, collecting user preferences for brand insights. We also included a link to the model's presentation page for contextual information.
With the intention of assisting users, we designed a module to highlight the three primary actions, each of which is tailored to specific markets. Here are some of the popular market selections:
Below, we created a fully customizable space dedicated to brand communication objectives.
You can also check the previous version here ->
