Overview
Historically vehicles on Chevrolet.com are segmented by year and model. This created a broken shopping experience for the user to compare different models and trims of the same car due to there being multiple pages for different models of the same car. The Camaro shopping experience was no exception. Performance vehicles offer some of the most diverse flavors of the same car than any other segment. In addition to this the site wasn't responsive and had a dedicated mobile site that offered a lesser shopping experience than it's desktop counterpart.
Role
Information Architecture
Interaction Design
Visual UI Design
Interaction Design
Visual UI Design
The Problem
There are multiple models and trims of Camaro, however they are broken up into multiple model overview pages so there is no way to compare them all without jumping back and forth between pages. It's also hard to tell what the difference is between them all without being a Camaro enthusiast. Because Camaro has such a wide range of customers we needed to create a cohesive experience that is tailored to meet the demands of both sets of diverse customers. Those looking for a cool looking car and those who are diehard performance fanatics.
The Solution
Redesign the Camaro segmented shopping experience into one cohesive experience. After doing a competitive analysis and looking at all the Camaro pages we realized that the flow of the pages were similar and we could combine content into similar buckets to tailor the new flow to Camaro's diverse customers. We would start out with showing content tailored to Camaro new comers just looking for a cool looking car like Design, Customization, and Technology. Then as the user would go deeper down the page (typical behavior of performance enthusiasts) we would introduce Performance Tech, Performance, and Racing Models like the ZL1 and 1LE trims.
Wireframes
Wireframe showcasing the new flow tailored to Camaro's customers going from casual customers to Camaro enthusiasts.
Visual UI Design
Global Nav
For the first time, the global nav went from showing three different pages for Camaro to one.
The Impact
A responsive and cohesive one stop Camaro shopping experience across all viewports. With the introduction of a "Meet the Camaro Family" video to introduce the Camaro brand followed by a model comparison, customers now had a tailored shopping experience to address their unique needs. The combined new page was even shorter than it's previous counterparts.
