LEXUS | MOBILE + WEB RE-DESIGN
DESIGN LEADERSHIP, CUSTOMER EXPERIENCE, STRATEGIC IMPLEMENTATION
Lexus sought a website that would not only distinguish itself from competitors but also position the brand as a global leader in luxury lifestyle. The objective was to create a service-led, user-centric platform built on ‘Omotenashi principles’, offering a welcoming, exceptional experience that reflected Lexus’ commitment to hospitality. The website needed to deliver genuinely cross-platform content propositions, extending the brand's story across multiple channels for a seamless, cohesive user journey. This integration was designed to enhance engagement and ensure the Lexus brand experience was consistent, whether online or offline. In addition to enhancing user experience, the site’s primary focus was driving conversion by optimizing user journeys to sell more cars. By strategically focusing on user-centric design and optimized digital paths, the site was tailored to meet both user needs and Lexus’ business objectives.
the approach
Embodying ‘Omotenashi’ for a Seamless Lexus Experience
We embraced the Japanese ‘Omotenashi’ principle—anticipating customer needs to deliver a Lexus website that seamlessly balanced luxury and functionality. The goal was to ensure that the visitor felt supported at every touchpoint, creating a welcoming and intuitive experience that reflected Lexus’ commitment to exceptional service.
Personalized Language and Design for a Luxurious Feel
By adopting a personalized approach to both language and functional design elements, we infused warmth and sophistication into the Lexus experience. This thoughtful integration made the design feel immediately more luxurious and engaging, resonating with Lexus’ luxury lifestyle positioning.
Optimized for Cross-Device Excellence
The website was meticulously optimized to work seamlessly across multiple devices without compromising the user experience. Whether accessed via desktop, tablet, or mobile, the platform consistently delivered a high-quality, immersive experience that maintained Lexus’ brand standards across all platforms.
the outcome
The site was strategically designed to support a fast and efficient pan-European rollout, enabling us to launch 41 localized websites in 28 languages from scratch in just over a year, with the initial build completed in only seven months. This scalable approach ensured each market maintained brand consistency while catering to local needs and preferences.
To simplify the user journey, we implemented clear and intuitive signposting, ensuring visitors were effortlessly guided to the right destination. Core components and templates were fully integrated, enabling a flexible, cost-effective pan-European solution for retailers. This approach significantly streamlined the customer experience, guiding users from exploration to connecting with their local showroom. Additionally, it improved operational efficiency in deploying campaigns, updating content, and optimizing performance through integrated measurement and reporting tools.
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