Lexus – Bonnie Duffley – Product Designer

2014

Bringing a “premium” and “luxury” digital experience to a global brand.

While at Huge, I was the Senior UX Designer working on both the winning pitch and the launch of a redesigned digital presence for Lexus. Our challenge was great – reinvigorate a brand that was losing marketshare with younger consumers. One of my primary goals in the redesign was to align the look and feel of all digital channels, and perhaps more importantly, to merge the concept of learning about and building one’s dream vehicle in a single immersive experience.

User Experience

My role included the creation of personas, user journeys, sitemaps, application maps, and I also lead user research during our discovery phase of the Lexus project.

Prototyping

Using a combination of paper prototyping, Keynote, Axure, and After Effects, we created robust clickable tests and motion studies to thoroughly vet designs during each sprint.

Mobile Design

I created mobile designs and mockups for the Dealer App component of our presentation, as well as conceptual designs for the consumer mobile site and app.

Desktop Experience

Produced low-fidelity wireframes, high-fidelity wireframes, and eventually moved on to prototyping and motion design.

Mobile App & Web

I seem to have found a niche in mobile user experience and interaction design in the past several years, with many of my agency and clients requesting me specifically for such projects.

Additional Design

In designing the full user journey of the future Lexus customer, we considered all of the touchpoints that they may encounter the brand. Here are a few.

In-Dealer Digital

Using beacons and smart phone technology, we sketched and designed several options for better personalized customer experiences inside of dealers.

Vehicle Personalization

One of our imperatives was to convey the benefits of being a Lexus owner. Serving up the benefits (free parking, etc.) via vehicle personalization was key to the effort.