ACURA

In 2016, Acura – one of the leading luxury car manufacturers – redesigned their website to improve their brand story, highlight model features, and improve online car configuration. Working with Razorfish, I led the content strategy approach to improve the site's content organization, feature optimization and storytelling while bringing to life the brand story of Precision Crafted Performance. 

HOMEPAGE

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We crafted the homepage to serve as timely marketing hub and evergreen content experience. The Hero Area featured dynamic modules to promote upcoming model launches, brand events, or promotions. The middle of the page presented the heart of the brand: All 6 models and the Precision Crafted Performance story. Lower sections of the page featured links to key sales tools, Certified Pre-Owned vehicles, and the owners' site. 

 

ILX OVERVIEW

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The ILX is Acura’s entry-level sedan, competing with the likes of the BMW 3 Series and Mercedes C class. The ILX was the first redesigned model page Razorfish launched, and it would serve as a blueprint for all additional model pages. The goal was to bring to life the car's unique performance and luxury features in the context of Precision Crafted Performance brand story, while using 360 images and other interactive elements to give customers an inside-out look at the car. 

 

ilx features

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Premium features are the key differentiators in the luxury car segment. We wanted the content on the ILX feature page to bring to life the elements that made it unique, like its 8-speed dual clutch transmission, premium sound system, and interior technology enhancements. 

 

ILX PACKAGES

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Acura offers various trims of cars in what they call “packages”: combinations of different features from the interior, to the exterior, to the performance. Yet these packages and their features are not user-friendly, with significant cross-over making them confusing to customers. We developed a content strategy and visual design that clearly differentiated each package while bringing to life the most compelling features of each package. 

 

ILX PRICING

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Car pricing and its inherent complexity often creates confusion for customers. A pricing and specs pages needs to simplify a model's offering to engage customers in the awareness phase, as well as brand loyalists who comb through features for understanding of the specifics of horsepower, engine displacement, and torque. We created a table with menu-inspired language to communicate feature categories, their elements, and their highlights.