The context:

My primary focus was always to generate leads: quote, test drive or find a dealer.

There’s only so much that you can say about vehicles themselves, so we approached Isuzu as a lifestyle brand. Based on research, we were able to understand the typical owners better and therefore tailor content and marketing to potential buyers by appealing to their lifestyle rather than the specs.

One of the ways we did this was by creating a section that listed 4x4 and mountain bike trails that are begging to be explored. We hooked up a Google Street View Camera to a Double Cab and mapped out the trails (GoPros were used for the mountain bike trails). This gave the user a 360* view of the trails while showing off the capability of the vehicles.

Some notable contributions:

• I designed their responsive website (wireframes).

• I enriched the Trail View experience by adding “video playbacks” so that users could preview a trail rather than just exploring it manually, saving time.

• I designed a user-friendly vehicle comparison tool, which was interesting since the specs (and even the categories of specs) were vastly different between cabs and levels of cabs.

• I introduced internal (and external) feature show-offs for the website.

• I redesigned their website in a true-to-channel way. E.g. to introduce “App-style” bottom toolbars on mobile for calls to action.