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Improving the online dealer experience across the UK

Mini

Skills
Art Direction
Product Design
Prototyping
Ui/Ux
Working with
EMO
Year
2015
EMO hired me to lead the re-design of Minis’ new dealership websites. The new design system needed to be flexible enough for each dealership to feel like they could reflect their dealership while staying true to the MINI Brand.

As part of the process, we developed a hypothesis based on user research and interviews, quickly creating prototypes to test and learn. This helped to change some long-held brand conventions and ensured the new site was always focused on the customer, giving them an engaging and stimulating experience whilst maintaining functionality, allowing them to make an informed decision about the suitable model.

Understanding the range

As part of the research, we discovered a need for more user understanding around the what each car model offered. One of our design solutions was to use the brand’s square element as a constant on the model page to highlight the size differences and add more detail for easier comparison.

Elevating the online experience

Animation and an asymmetric layout were used to excite and engage the user while reflecting the Mini's rebel branding, clear typographic hierarchy allowed the user to find relevant pieces of information and search the car’s options.
Car model page design

A streamlined system

After completing multiple sprints and solving many user issues, I ran a streamlining sprint where the whole team reviewed every aspect of the site, allowing us to consolidate similar components. This allowed us to create an optimised modular design system that provides flexibility and efficient build.
Wide selection of screen designs from Mini project
Screenshot from shop section of Mini website

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