LEXUS | MOBILE + WEB RE-DESIGN
DESIGN LEADERSHIP, CUSTOMER EXPERIENCE, STRATEGIC IMPLEMENTATION
As Lexus prepared to launch its first fully electric vehicle across Europe, the need for a cohesive, emotionally resonant digital experience became a top strategic priority. While the brand was known for its legacy of craftsmanship and luxury, its digital presence—particularly in the electric vehicle space—lagged behind competitors in both content depth and user experience.
The primary challenge was to design a UX framework that could deliver consistency, clarity, and brand sophistication across 37+ markets and 28 languages, while also adapting to the nuances of local audiences. The goal was not simply to build a website, but to create an experience that embodied Lexus’ vision of electrification—seamless, refined, and intuitive at every touchpoint.
From discovery to test drive, UX needed to lead the solution: guiding customers through educational content, product exploration, and retailer connection without friction. The team approached the challenge through an insight-led process, using behavioral research and digital performance data to shape every component of the experience.
The result was a highly scalable, modular platform designed around human-centered UX principles—supporting a fast, efficient rollout of localized sites, while delivering an elevated customer journey that aligned with Lexus’ luxury positioning. The experience not only closed the competitive gap in EV storytelling, but established a new benchmark for digital brand expression across the Lexus portfolio.
the approach
Embodying ‘Omotenashi’: Crafting a Seamless, Luxury-Driven UX for Lexus
Inspired by the Japanese principle of Omotenashi—the art of anticipating and fulfilling customer needs with care and precision—the Lexus Electrified digital experience was designed to embody effortless luxury. The goal was to create a user journey that felt intuitive, personalized, and warmly welcoming, aligning with Lexus’ legacy of exceptional service and refined attention to detail.
Human-Centered Design with a Personalized Touch
Every design and content decision was grounded in empathy and personalization. From nuanced language choices to the refinement of UI elements, the experience was crafted to feel sophisticated yet approachable. This thoughtful approach created a sense of human connection and exclusivity, reflecting the Lexus lifestyle brand and enhancing perceived luxury at every interaction.
Seamless Cross-Device Experience
To ensure a consistently elevated experience, the platform was meticulously optimized for performance and usability across all devices. Whether accessed on desktop, tablet, or mobile, the interface maintained brand integrity and functional elegance—allowing users to move fluidly through their journey without disruption or compromise.
Balancing Emotion and Function
By integrating Omotenashi into the UX strategy, the platform not only delivered on functional expectations—it elevated the emotional experience. The result was a site that didn’t just inform users, but welcomed them into the world of Lexus Electrified with warmth, clarity, and luxury.
the outcome
The Outcome: Scalable UX Design Driving Pan-European Rollout and Operational Efficiency
The Lexus Electrified platform was strategically designed to support a seamless, large-scale rollout across Europe—delivering both brand consistency and local relevance. In just over a year, the team successfully launched 41 fully localized websites across 28 languages, with the initial platform build completed in only seven months. This rapid deployment was made possible by a scalable, UX-led architecture that balanced central brand standards with the flexibility required by local markets.
Streamlined Journeys and Modular Design
The user experience was meticulously structured to ensure clarity and ease of navigation across all markets. Clear, intuitive signposting guided users toward relevant content and actions—whether they were exploring vehicle models or searching for a local retailer. Core components and adaptable templates allowed for fast localization, ensuring a premium and consistent experience while reducing time-to-market and cost for regional teams.
Operational Agility and Performance Optimization
The design system was built with future scalability and operational efficiency in mind. Integrated content management, performance measurement, and campaign tools allowed for effortless updates, consistent execution, and agile deployment across markets. This infrastructure empowered both global and local teams to respond quickly to changing market conditions while maintaining a cohesive user experience.
The result was not only a best-in-class digital platform, but a future-ready foundation that continues to support Lexus’ growth across Europe—transforming digital complexity into clarity, cohesion, and customer value.12
Local Websites From Scratch
45
38
Local Markets
Languages
32
Dynamic Homepage +
Streamlined User Experience
The homepage was designed to be both visually daring and intuitively navigable, blending bold video sequences with a simple, focused navigation. It offered a natural, effortless interaction on any device, ensuring a consistent experience across platforms. We explained Lexus’s innovative automotive technologies in a way that resonated with the key target audience, making complex information accessible and engaging.
Interactive Engagement
through 'Origami Cats' Feature
We created an interactive experience called 'Origami Cats,' inspired by the challenge faced by Lexus’s elite craftspeople, the Takumi Masters, who must fold an origami cat with their non-dominant hand in under 90 seconds. This immersive tool was more than just a game—it embodied the same values of exquisite design and cutting-edge technology that define every Lexus. By seamlessly integrating this interactive challenge, we engaged users on a deeper level, aligning the digital experience with Lexus’s craftsmanship and attention to detail.
driving business growth
Ultimately, the site was built with a clear business goal in mind: to drive car sales. By focusing on a seamless user experience, optimized performance, and local relevance, we were able to create a digital platform that not only supported Lexus's global ambitions but also directly contributed to increasing conversions and sales across all markets.
Increase In UK Website Sessions
37%
67%
Increase in Mobile test drive bookings
136%
Increase in Users accessing test drive form