LINCOLN - FROM DEALERSHIP TO NEW LUXURY LIFESTYLE
HOW DO WE DEVELOP A NEW CUSTOMER EXPERIENCE FOR CHINA?
PROBLEM
The challenge was to define a new branded experience for China ahead of Lincoln USA’s rebranding efforts. To make Lincoln relevant again, but this time to a younger Chinese luxury consumer.
SOLUTION
Our advantage was that Lincoln’s brand awareness in China was relatively low, so there was a huge opportunity to create something new and distinctive, as well as influence the brand’s global transformation.
Scope: 6 Months
Categories: UX Research, UX Design, Motion Graphics
Role: Collaboration with Eight Inc. One of two designers that created wireframes, visual styles and prototypes
Tools: Draw io, Photoshop, After Effects
THE SOLUTION IN DETAIL
*Please note that this project has evolved and set some ground work for existing Lincoln products.
A NEW ECOSYSTEM
One main objective was to eliminate, as much as possible, the sales pressure and discomfort car dealerships are notorious for. Here, a warm welcome and understanding of your specific needs come before sizing up your wallet and intent to buy.
MADE TO ORDER
Rooted in the notion of great residential hospitality and a “one size fits one” approach, we give the consumer a new automobile experience. With little to no effort our customer now can view all available options in great detail for any product.
IMMERSION THROUGH DETAIL
To keep our customer engaged with the platform we focus on motion and animation. Within a few clicks, we bring product to life through customization. Tangibility is paramount.
With online sales on the rise we take this strategic approach to increase visibility and access to our customer. The design of the new Lincoln China Customer Experience, the space, and all that supports it focuses on developing a relationship with each individual customer.
NEW AGE DEALERSHIP
In the early 2000’s, cars in China were purchased at a big lot brought together by independent sellers. There was no guarantee that a vehicle was actually the model or in the condition the seller claimed to be.
We attempted to set a new standard for the Chinese car buying market by bridging this gap and bringing it all in-house. The ability to compare details, prices and other points of sale based on real inventory allows the buyer to take full control of how they shop.
LINCOLN CONCOURS
In preparation for the launch of Lincoln in China, Ford Motor Company approached Eight Inc. to help develop a new customer experience for the premium brand. Ford originally asked Eight Inc. to propose a new design for a 4S dealership – the traditional dealership model in China. But as we began to better understand the challenges of 4S dealerships and the frustrations Chinese customers have with them, we proposed a new Lincoln Ecosystem instead – a strategic approach to increase visibility and access to our customers.
Experience flows for each of the ecosystem components – Lincoln House, Mk. Shop, Star Lounge and Concours (4S dealership) – were developed, along with the Lincoln Team and “Lincoln Touch” to support these experiences. Rooted in the notion of great residential hospitality and a “one size fits one” approach, the Lincoln experience will be a completely new automobile experience – one that is personally crafted and distinct through a human and accessible approach.
THE PROCESS
SYSTEM ARCHITECTURE + FLOW
A more in-depth flow was required to identify the bigger areas of the system as it were used by a customer. Upon entering Lincoln’s digital space customers can now take total control of the car buying experience. We have the ability to customize, test drive, purchase and have a car delivered while in the comfort of home.
WIREFRAMES
We created the following wireframes to make our ideas more concrete, and to make sure that the information architecture made sense.