Process

Content Benchmarking

To get a better understanding of the current state of vehicle manufacturer websites, we reviewed numerous competitors. We were looking for content that was informative, could be useful for multiple persona types and simplified the process of vehicle ownership. 

Customer Journeys

Acura came to us with three different user personas: first time buyers, switchers and aficionados.

The First Time Buyer is brand new to vehicle ownership and has many questions. They want to avoid information overload and only have the important stats given to them. They want to compare vehicles, learn about financing and find a vehicle that will be dependable and grow with them on their vehicle ownership journey.

The Switcher is a seasoned vehicle owner who is looking into buying a vehicle from a brand that they have not tried yet. For their journey, they want to know what sets Acura apart from the rest of the competition. Like the first time buyer, the switcher wants easily digestible technical specifications and to be able to compare vehicle models. The Switcher is concerned that they may have to relearn how to operate a vehicle due to never owning an electric vehicle before. They are also unsure if the high cost of an electric vehicle is worth it in the long run. 

The Acura Aficionado is interested in staying with the Acura brand. They are curious about electric vehicles and what it is like to own one. They care about getting the best trade in value from their current Acura vehicle and obtaining a vehicle that fits their lifestyle.

The following user journeys were the result of multiple brainstorming sessions where we pondered how Acura’s site, as a whole, could answer each persona’s unique questions and what each persona could potentially experience at every stage of the vehicle buying process.

Outcome

Wireframes

We set out to create wireframes that told a story about what sets Acura apart from other vehicle manufacturers. We wanted to move people from considering an Acura to purchasing an Acura.

Homepage

For the homepage we wanted to meet the needs of our three personas by telling them about Acura, their offerings and what sets them apart from the competition. To achieve this, we positioned the hero banner as a space that showcases the latest electric vehicle in addition to other content that Acura wants to push to the forefront to catch the user’s eye.

Then we introduced the user to a carousel containing Acura’s line up as well as a way for the user to take a quiz and find their perfect Acura if they cannot decide on a vehicle. We added an interactive component that counts the various ways that Acura outshines the competition and a list of common next steps that a user might take after reviewing the homepage. We closed out the page by having another call out to Acura’s electric vehicle and built user trust by including an accolade earned by Acura. 

EV Ownership

We featured personable language in our hero space and gave an overview of the Acura electric vehicle’s specifications. From there we wanted to calm the fears of those who are apprehensive about charging vehicles by offering a component that explains charging and features a link to the charging landing page. To ensure that the user is getting accurate pricing information, we incorporated a component that updates monetary savings based on the user’s location. 

For those who still need some enticing, we provided a component that offered up more reasons to why an electric vehicle would be a great buy. We also added a component that speaks to Acura’s biggest selling points: performance, safety and design. We closed out the ownership page by showing the user more features such as luxury studio quality audio systems and premium interior materials.

Model Overview

The model overview page sets out to inform the user of the ZDX’s price, features and various vehicle packages. We wanted to make this page as interactive as possible for those who may not be able to go in person to view the vehicle. In order to achieve this we included a component that showcases a 360 degree view of the car’s interior thus allowing the user to get up close and personal with the ZDX from the comfort of their home. Other highlights of this page include a thorough walk through of the vehicle’s performance and safety features, a way to compare vehicle packages and a component that let’s the user pit the ZDX against similar vehicles on the market.

Buy Online

For the buy online page it was important to show people who are skeptical of buying a vehicle online just how simple and painless it could be. We illustrated the benefits of buying online and gave a step by step guide to assist users. For those who still feel like they need assistance, we included a dealer locator that would connect them to their nearest Acura location and a list of frequently asked questions.