AMC (Adobe Marketing Campaign) Experience design is an optimization program that tailoring car shopping experience online for Ford AP.

Background

As previously on the Ford nameplate website, there were tons of information, images, and videos on the nameplate overview pages that not only overwhelmed customers but also ate up the bandwidth and slowed down the page loading.

12+

modules on 1 single page

Over 10

MB file size to load

However, some of the Key Business Actions were neither narrative nor prominent enough to drive visitors to the final goal of the online shopping journey – Book a Test Drive.

Strategy

In order to tailor a better and unique experience for customers in the different shopping stage, we segmented site visitors into 4 different groups throughout the entire shopping experiences, from 1st-time Visit to Dealership Engagement, and feeding them with customized contents and components right for their needs in the relevant stages.

Execution

We successfully applied this segmented experience design to 7 nameplates in 4 Asia Pacific markets.

7

Nameplates

4

Markets

Editorial Design idea

When I was thinking about how to present the download brochure in a digital world, I borrowed the idea of people seeing the printed catalogues in the dealership. By using the original artwork of the catalogue cover as the background, it gives users an immersive experience of having a tangible brochure.