Our objective was to evolve the automotive website experience in both consumer utility and the role of brand. The new Chrysler.com is an innovation in site design for the category based on novel layout incorporating new forms of utility while bringing the Chrysler brand aesthetics to life in a way that reflects our vehicles clean modern and thoroughly American.
The sophisticated aesthetic and architecture of Chrysler.com moves our online presence into the future. This was the time for digital to lead the way in with a brand experience and for the first time our website is ahead of everything else in announcing our evolution. Our design was based on a tablet first mentality one that lends itself to a seamless and consistent user experience across devices.
Among our key considerations were information accessibility and bridging the fragmented experiences of the naturally lengthy car buying process. We needed to execute this with a striking digital interpretation of the brands new optimistic look, feel and values. Not only does this new digital home stand out among automotive sites it builds on the most contemporary visual design practices across trades a combination that puts us at the leading edge of global brands online.
The new Chrysler.com introduces a lighter and cleaner look overall. And with better contrast and clarity comes an easier journey. User comfortably goes from where they are to where they want to go. This merging of aesthetic goals and usability needs aims to satisfy both the Chrysler shopper and J.D. Power.
The redesign also introduces a traveling secondary navigation that allows access to LFA's at all times, with emphasis on Build & Price. The top of the secondary navigation also houses the all-new offers "Dashboard". This "Dashboard" houses local offer information from APR to cash back to lease walks. The dashboard also provides access to local inventory levels and a map to locate local dealers. This dashboard is accessible to users at all times as they travel down the page.