FCA asked Huge to create a vision concept rethinking the car-buying process.
A linear journey.
After interviewing more than 50 people we understood when it comes to buy a car, every user follows a different path made of countless micro-moments. Our vision was to make sure the experience of every individual is integrated throughout these moments.
We identified the two most common user profiles: The Cost-benefit and The Specialist. We mapped a set of tools and features to address their pain-points.
For each feature, we designed high-level concepts.
A space to explore the car features.
Depreciation comparison between different models and colors.
Deal finder, calculator and credit approval.
An in-store surface table, presenting the user’s test drive performance.
Quick training tools for salespeople.
We created interactive prototypes and tested in-store, which were updated live as we observed user behavior.
THE NEW WAY TO BUY A CAR
Finally, we created a movie telling the story of two different users going through the buying process.
Elephant steered Cisco through the creation of a new website that unified the product portfolio.
Cisco merged all teamwork products under the Webex brand. To accommodate that change, we designed a new sitemap.
Most of the access goes directly to the product page, so we simplified the homepage to three modules: family introduction, product navigation and why people use WebEx. We left all the features and benefits to the product page with an option to expand more details for each feature.
Once we had the website structure in place, we started putting together a design system.
The outcome is a simplified experience that articulates Cisco’s ability to create secure and seamless collaboration through both hardware and software offerings.
As part of the rebranding, we also did a photo shoot to add a human touch and bring the product features into daily contexts.
Huge Brazil was tasked with unifying the structure and look and feel of 14 Movistar LatAm portals, addressing the unique needs for each country.
We mapped the demands of organic searches to identify patterns. Then we created a list of key search behavior in the top branded countries to help define our approach.
We carried out a navigation tree test between the existing structure and the one we were proposing. The test proved that the new navigation was one minute more effective.
We created a new visual language with two users in mind: non-clients looking for products and existing clients.
Discover the right product for you.
An in-store surface table concept, in which customers can visualize their details, top-up and self-support or upgrade their plans.
As part of Elephant, I’ve been collaborating on multiple projects. The nature of the work is confidential.