Lexus wanted a site redesign to help boost operational efficiencies, offer more customer engagement points, bolster their brand equity and trust potential, and connect to customers in ways that would mesh with their digital lives.
The site was designed to mine customer issues and sentiment, and provide opportunities for direct conversations.
Ultimately, the site needed to encourage people to consider a Lexus that may not have in the past, while also telling the larger Lexus brand story. Overall, it needed to make the ownership experience more social, richer and add value to ownership.