Shopping for a vehicle
is complicated
and time-consuming. Consumers do not
feel empowered when they are overwhelmed with feature content or are confused about what model best matches their needs. We identified an opportunity on Fiat Chrysler’s websites to: simplify and connect various tools, information, and experiences while still capturing the heart. This is our vision for a re-imagined vehicle landing page designed to guide a consumer through the vehicle shopping journey.
ROLE: Creative Director
We designed the vehicle landing page's (VLP's) content flow to mimic a purchase funnel which ended with a handoff to a dealership through a new tool which combined functionality from the existing Search New Inventory (SNI) and Find a Dealer (FAD) tools. When a consumer returns to the same VLP during a future visit, the page includes incentives and vehicle locator content directly below the hero area.
To quickly capture the hearts of consumers, we designed the hero as a 360 colorizer experience.
A tabbed features grid provides in-depth—and interactive—content. When a consumer likes (heart) individual features, a sticky bar slides up at the bottom of the screen. The bar displays how many models match the consumer's liked features.
If a consumer has liked individual features, only those models are displayed in the "Model Walk" section of the screen. An "Explore Your Matches" button takes a customer to a new screen where he can see all the features he liked. The consumer can opt to save the features to a profile which will allow FCA to continue to personalize the site experience.
Within the "Explore Your Matches" screen, a consumer can view details about the models which match the features he liked.
In addition to a grid view, a table view allows consumers to see exactly which of the liked features each of the model matches has. He can even select multiple models to compare and see exactly how many vehicles near him match his liked feature set.
The screen content ends with a list of local dealers and the number of vehicles on their lots that match the consumer's preference. Tapping on a dealership takes the consumer to a new shopping tool that combines the functionality of the existing Find a Dealer and Search New Inventory tools.
