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UX Design & Strategy

Suzuki

A redesign of suzuki.nl that matches the value Suzuki delivers, plus a new online sales funnel for private lease cars.

The challenge
How to give a value-for-money brand a premium online experience within a new house style, and turn more website visitors into private lease customers.
My role
As lead UX designer and art director I led the redesign of the platform within the new house style, and did the art direction for the private lease funnel built by Lab Digital.

Strengthen Suzuki's proposition

Suzuki is not the most expensive car brand, but it does deliver a lot of value for money. Our starting point for the redesign was therefore to avoid a cheap appearance and to enhance the experience. So that it better matches the expectations of the dealers, of Suzuki and of the Suzuki drivers.

Before
Before
After
After

Before and after of the redesign

An additional challenge: everything had to fit within the new house style. Also the parts for which there was no design yet. That required a completely different way of thinking. You don't start with a minimum viable product, like when you design a completely new functionality.

“The engagement is better, the site offers a consistent brand experience and the new menu is more user-friendly. You notice that everything is well put together.”

— Mark den Teuling, Product Owner Suzuki.nl

Buying your car online

To ensure that sales opportunities were not missed, Suzuki decided to strengthen its digital presence. At a time when more and more cars are sold via the internet and a growing number of private individuals are considering a private lease car, Suzuki asked us to design a new sales funnel for buying a private lease Suzuki. Lab Digital created the checkout tool with my art direction.

Schemetic representation of the campaign funnel

Schemetic representation of the campaign funnel

The private lease funnel

Overview page. Here we show the cars that are available for lease and what the benefits of private lease with Suzuki are.
Overview page. Here we show the cars that are available for lease and what the benefits of private lease with Suzuki are.
Campaign page focused on two cars that are available in Private Lease
Campaign page focused on two cars that are available in Private Lease
Car model page where we show the customer the ins and outs of the car.
Car model page where we show the customer the ins and outs of the car.

The result

With the introduction of the new private lease funnel, the number of completed contact forms has doubled and the number of private lease contracts concluded online has grown by 265%!