Jeep, FIAT, Chrysler, Ram Truck - "Chrysler Group Mobile Brand Websites Redesign"

Publicis Sapient

Publicis Sapient Boston, United States

8405

Brand: Jeep, FIAT, Chrysler, Ram Truck
Country: United States

Advertiser: Chrysler Group LLC

Title	Chrysler Group Mobile Brand Websites Redesign
Agency	Publicis Sapient
Campaign	Chrysler Group Mobile Brand Websites Redesign
Advertiser	Chrysler Group LLC
Brand	Jeep, FIAT, Chrysler, Ram Truck
Date of First Broadcast/Publication	2013 / 7
Business Sector	Automotive
Story	2013 marked the reinvention of the Chrysler brand mobile sites to create a richer, faster, cleaner and easier experience for consumers in the market for a new vehicle. The solution was an integrated design system that married product and brand content, emotion and logic, lifestyle and tools. It was one system, which morphed to adhere and adapt to the nuances of each Brand. The result: an increase in conversion rates to shopping tools, vehicle landing page visits, and overall engagement.
Philosophy	2013 marked the reinvention of the Chrysler brand mobile sites for a richer, faster, cleaner, and easier experience for new vehicle consumers. The particular UX and design system challenge came in the form of trying to create a highly functional template system that provided each brand a set of highly customizable components that could flex to allow for brand individuality. This also provided us with tremendous efficiencies in designing a system that could enable individual brand characteristics and thinking. The final experience integrated product content with brand content, and emotion with logic. We also created a usage and governance guide for brands to reference when creating new content for the sites. Each brand was then unleashed to populate, define, and build out the templates in accordance with the guides, and content hierarchies defined and provided by the team. Each brand had a very brochure-like mobile experience and didn’t align to the needs of the car shoppers. The sites needed to be modernized to allow for more gesture-based functionality, better image and content optimization, and the installation of an intuitive content hierarchy to expedite users to important vehicle and shopping content. The sites were also in need of an extensible solution and design system to maximize a singular budget and the desire to create a framework for five distinct brands.
Problem	The first iteration of Chrysler’s mobile sites was launched in 2011. Since then, dramatic changes and evolutions in the mobile industry have called for a re-thinking and redesign of the sites. Additionally, the previous mobile sites no longer reflected the look and feel of the individual brands, including: Chrysler, Fiat, Jeep, Ram, and Dodge. In particular, there were notable design and user experience challenges that needed addressing. Each site lacked the flexibility to accommodate the needs of the brand in terms of messaging, content and interaction. Accordingly, each site was unable to scale as the brand-level content and tools progressed. The sites were targeted to each brand’s respective car buyers throughout the various stages of their shopping process. This included browsing, researching, costing and sourcing a vehicle. However, the real challenge was having to account for the needs of two different demographics, with Jeep and FIAT consumers who have a higher propensity to engage on mobile vs. RAM consumers, who are less likely to engage on mobile.
Result	Three months after the launch Chrysler saw a 6% increase in conversion rates to shopping tools, a 14% improvement in vehicle landing page visit rates, and a 4% decrease in no-click bounce rates.
Media Type	Case Study
More Information	http://eyesonadverting.com/Chrysler_Mobile
Worldwide Chief Creative Officer	Gaston Legorburu
Associate Creative Director	Kirk Gustafson
Senior Art Director	Brad Neal
Designer	Nikki Kopelson
Designer	Matthew Stone
XD	Irena Svidovsky
XD	Courtney Dean
Project Manager	Stefanie Berger
Senior Manager PM	Dan Levengood
Senior Account Director	Adam Kaftalovich
Front-End Dev Lead	Michael Johnson
CMS Dev Lead	Venkata Vishnuvardhan Neerukattu
Back-End Dev Lead	Hari Prakash
Manager QA	Ramanakumar Chilla
QA	David Vermeer
QA	Balagurumoorthy Sayeeram
QA	Yatish Upadhyaya
Project Manager	Vinayak Kadem
Project Manager	Neha Bangar