Platform Strategy
Sending you my deepest appreciation for your contribution. I mean it when I say we couldn’t have done it without you. You were able to join the fray, and amplify the project in the best way.
— CMO, Multinational Automotive Manufacturer
Opportunity
This car maker needed a best-in-class experience to continue its upward momentum as a premium brand. Additionally, due to the digitization of other brands, there was a strong need to move from a car-centric to platform-centric strategy, as the company was still focused on internal combustion technology and the market was moving toward next generation EV platforms.
Approach
We were asked to plan and conduct research including a heuristic evaluation of the digital platform and its current challenges to apply world-class digital best practices, usability research and competitive analysis to define a future vision. We delivered a holistic, prioritized digital experience roadmap, focused on not only forging a tighter emotional bond between our consumers but also driving conversion. To bring it to life, we created a strategic framework that reflects the philosophy of enriching people wherever they are in their driving journey along with innovative experiences
Results
Platform assessment and North Star
Realigning for a consistent and cohesive user experience
Designing with personalization as a primary focus
Structuring to be an adaptable omnichannel touchpoint
Creating an integrated and comprehensive brand content hub
Learning engine and PoC implementation plan
US market share increase to an all-time high of 2.7 percent
Sales increased by over 25% year over year