A new kind of car-buying experience

A Lincoln isn’t anyone’s first car. A Lincoln buyer fancies themselves a pro at shopping for cars, and through our user research, we found the customers were all frustrated with the outdated “build and price“ products that were on offer. They never led to an actual purchase, just to frustration — the one I want is never in stock, the dealer wasn’t honest about the price, I have to wait how long for a special order — the complaints flowed in our research. Turns out, over 90% of our users bought a car off the lot, and they needed a product that would guide to an actual car to purchase.

So, we broke down the silos of the site, and combined the content-driven pages with the shopping tools and tied the entire experience together with real-time inventory. We condensed a complicated site IA down into a lean, flowing page that included 85% of all the key content users needed to make their purchase decision with a handful of supporting pages to allow users dig deeper if needed.

The new Lincoln design system

As part of the design process, we introduced a new set of components, UX guidelines and a new visual style guide that would not only set Lincoln apart from its competitors, but also truly deliver on its unique brand promise. The atoms and molecules we developed were employed across web and app.