Chrysler Group Mobile Brand Websites Redesign / Chrysler Group LLC
Submitted By Elizabeth Branger
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.
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.
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.
Chrysler Group Mobile Brand Websites Redesign
Chrysler Group LLC
Nikki Kopelson, Matthew Stone