Project Overview
Lexus.com
Vehicle Model Page
I led the redesign of the model pages on Lexus.com to improve user experience and streamline asset production. The primary goal was to present comprehensive information about each vehicle while focusing on storytelling to highlight their unique attributes. By shifting from isolated features to a narrative driven approach, we effectively showcased each model's distinctiveness. Additionally, I implemented an atomic design structure to enhance reusability across components, resulting in a successful redesign that balanced user engagement with production efficiency.
A key part of the work was partnering closely with the strategy team to reframe what a model page could be. Rather than a reference document users jumped around in, we envisioned it as a single continuous experience, the way a Disneyland ride works: you sit down, and the story unfolds around you as you move through it. Every module was sequenced intentionally so the user was carried through the full narrative of the vehicle without ever needing to navigate away or hunt for information.
Problem Statement
Project Goals
The existing model pages presented vehicle information in isolation, disconnected features without a cohesive story. Each feature section lived on its own dedicated page, which required an enormous volume of individual creative assets to support. The cost and time to produce and maintain those assets across a full model lineup was unsustainable at scale.
The redesign needed to solve both problems at once: consolidate feature content into a single, cohesive view while maintaining the richness of the storytelling. By streamlining how features were displayed, we reduced creative asset production costs by 75% and gave the team a system that could scale across all Lexus models globally.
Design Process
Research to Delivery
I led the design process end to end, from initial discovery through to engineering handoff, working closely with stakeholders, product managers, and global development teams to ensure the system could scale across all Lexus models.
Key Modules
Three Modules, One System
The redesign centered on three core modules that worked together as a unified system. Each module was designed as a set of atomic components, enabling rapid assembly of new model pages without bespoke design work.
Hero Module
The Hero block highlighted campaign level content, incorporating high quality visuals, MSRP details, and multiple call to action buttons. Video support was added for immersive storytelling, with mobile specific adjustments such as autoplay guidelines to enhance performance.
Visualizer Module
The features included a model selection interface with carousel style browsing, allowing users to easily explore various options. Customization was enhanced through color swatches, enabling users to visualize different configurations. Pagination provided a seamless way to navigate and explore multiple visual perspectives of each vehicle.
Information Layer
The Information Layer consolidated detailed specifications, trim comparisons, and feature breakdowns into a user friendly format. Features such as tooltips and accordion style tabs streamlined complex data presentation.
Results
Impact that moved the needle
The modular design and interactive features significantly boosted user retention on the model page, driving improved engagement. Enhanced navigation and well placed CTAs led to higher conversions, encouraging more users to explore offers and inventory. The responsive design ensured a seamless, consistent experience across devices and regions, enforcing global accessibility.