Lincoln Automotive
Ui, Ux, Digital Design
Role: Digital Art Director
Collaborated with the Digital Design team at Hudson Rouge, an agency dedicated to the classic, luxury automotive account, Lincoln Motor Company of Detroit, Michigan, to identify issues related to user experience within Lincoln’s preexisting site. The work was initiated by analyzing executional and user-friendly navigation issues, such as, what users were most frequently seeking on the current site, what means users were following to get to desired areas of interestand which areas of site browsing lead users to a dead-end.
The successful execution of the redesign of Lincoln’s experience ultimately provided users with more clear, accessible site navigation, while also complimenting overall aesthetics, strategy and data behind design purpose. Starting my career at Hudson Rouge in January of 2019, Lincoln Motor Company was ranked #7 on J.D. Power’s Industry Results Index of top performing luxury vehicle websites. To begin the 2020 year, Lincoln Motor Company’s website was ranked #2 on the same J.D. Power’s Industry Results Index. This moved Lincoln Motor Company’s site performance listing above such vehicles as Audi, Cadillac, Lexus, Jaguar, Mercedes-Benz, Porsche and Tesla.
Lincoln Automotive Black Label
(A More Luxurious Experience)
Lincoln Black Label is the ultimate Lincoln Automotive Luxury Experience. This project was to purely elevate and expand the clickabiltiy rate per SEO feedback to drive customers to each Vehicle trim Landing Page. Rampingthe layout, navigation, art direction, imagery, typography and user-ability for a smooth and clean costumer involvement.
Vehicle Homepage Prototypes
A prototype exploration and analysis for the Lincoln browsing experience. This is inspired by disecting competitors such as Range Rover, BMW and Lexus toname a few; to constitute a s tronger vehicle top navigation quickview. Using data & aesthetic to pitch to the Ford Team on a new user acquaintance.
Vehicle Layout & Filter Navigation Prototypes
Concepting and designing a pitch to the Ford / Lincoln Automotive client on a new user-experience and interface for
vehicle trim and specific feature details i.e. color, budget, mpg, interior, model year, power source (hybrid vs gas), etc.
Lincoln Accessories Inventory
(Desktop & Mobile)
Inventory customer purchase capability for each vehicle trim (Aviator Grand Touring shown below). Allowing an easier find for offers and incentives, trade-in, charging (for hybrid) and accessories purchasing on a remote platform. This allows the user to stay home, shop and navigate options in their remote locations.
Lincoln Access Rewards
(Desktop & Mobile)
Lincoln Access Rewards allows Lincoln Owners to understand the privileges of being apart of the Lincoln Family. Imagery, layout, clean personality and exclusive terms were all played here to create the best enforced statical input in design.
Additional Projects Below ︎︎︎
Art Direction ︎ Design Director ︎ Creative Director ︎ Art Direction ︎ Design Director ︎ Creative Director ︎ Art Direction ︎ Design Director ︎ Creative Director ︎ Art Direction ︎ Design Director ︎ Creative Director ︎