American Honda motor co.
Digital Vision
Roles
Concept
Design
Art Direction
About
As part of a multi-agency RFP to consolidate creative and strategy, Razorfish pitched Honda America with new digital vision for both Honda and Acura brands. We collaborated with Honda to optimize the brand and consumer-facing websites while maintaining the independent characteristics of each brand. As one of the lead designers in a small, curated team built specifically for new business development, we embarked on a lightning-paced two-month sprint that led to the largest win in Razorfish West’s history.
More than just cars
Without an overarching brand platform and portal to sub-brands, Honda had difficulty becoming more than just a car company within the US. Honda tasked us with redesigning their corporate landing page to feature Honda’s various brands, as well as showcase their brand story around innovation, environment, social responsibility and mobility.
A fresh approach
Rather than a traditional navigation, we designed a grid of dynamic content, inviting users to discover Honda’s family of brands, products and social initiatives, and ultimately find their destination beyond Honda.com. The design was used across sub-brands, creating a consistent experience across Honda’s digital properties.
The site was featured in the article How to use balance in web design, on Web Designer Depot.
ACURA
Digital Project
.Com Reimagined
About
With price points similar to BMW, Audi, and Mercedes, Acura faced an uphill battle against the luxury incumbents. Our goal was to elevate and push the Acura brand through a reimagined digital experience. In a sea-of-sameness within the automative landscape, we designed Acura.com to stand apart from the rest with a radically minimal, yet visually-arresting look and feel. A simple scroll from the home page would take visitors down a curated feed of rich storytelling.
Model landing page
Through usability research and testing, we discovered that many consumers had difficulty understanding which features belong to which trim. Traditional step-up charts can be confusing place to start, especially when trying to learn about the vehicle itself. For the model landing pages, we designed an interactive video tour that gives an overview of each feature, starting with the base trim and progressing through higher-end trims. By presenting features as a linear progression of trim, we made it easy for users to learn about the car while also understanding the step-up features.
Scrolling down from the video at any point reveals more detailed information, complete with specification and build modules.
We integrated intelligent search directly into the site, allowing visitors to pull up competitive comparisons. In addition to being a streamlined experience, this allowed Acura to highlight competitive advantages when available.
Experimentation
During the discovery phase, we designed and prototyped a range of different interaction models, including a 3D explore environment. The result was an engaging and intuitive experience without the need for traditional site navigation.
