A refresh across Cadillac's digital portfolio: New UI patterns for current and unreleased products, services, and promotions.
Task
Refresh and create new visual designs, patterns, and components throughout Cadillac's web portfolio. Translate and synchronize brand messaging and visual execution between external media campaigns and Cadillac's digital assets.
Process
I ran a series of design sprints to visually explore and prototype components that integrate into Cadillac's design language. I conducted user research and worked with developers to overcome tech limitations and find engaging, pragmatic solutions we launched.
Result
I designed components and patterns across Cadillac's design system. The outcome increased user retention across cadillac.com and customer conversion of online interest to dealership contact, test drive, and purchase.
Cadillac Homepage
A complete overhaul of the homepage to include more interactive components that allowed customers to "price and build" new vehicles or engage with Cadillac's other technology initiatives.
Fleet Navigation
I used visuals to create better wayfinding with the Cadillac navigation. Users always engage more with images on average, so if the use case makes sense, a design should consider it a viable option. Whenever we encountered users during our process, they would tell us the images helped them know where they were and also helped them understand where they were heading.
Ownership Navigation
Cadillac had a wide array of information and offerings to provide consumers. The navigation had to convey and organize all of them.
Cadillac modal
Users said that the old application of modals felt out of place. Modals are utilized more sparingly to resolve this distraction and used when they can be most impactful.
Vehicle Detail
The vehicle detail page was one of the most important templates that Cadillac relies on to engage customers. Here, customers ultimately decide to pursue a test drive with a dealership on a specific vehicle model.
Making Of XT4
This page showcases the XT4 while utilizing a new visual language I developed for Cadillac.com. There was also greater emphasis on integrating key Cadillac leadership members into the vehicle's story. Again, employing UX writers to graph the brand's tone of voice while having the copy work in the design.
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