Designing Ownership
In order to forge a place for itself in an increasingly competitive automotive marketplace, Lincoln needed a new take on ownership. They opted for a service driven approach, and where the other brands attempted to be the ultimate driving machine, Lincoln instead sought to be more human in their approach to the design of their vehicles. We carried this approach through to their next gen ownership app — The Lincoln Way. With a keen eye to their long-term product roadmap, we created a foundation in UX and visual design that could grow as more and more features came online. We focused on the Lincoln owner’s daily habitual needs — locating their car, starting their car, and setting the temperature — and built the experience around these simple tasks. We then started to layer on additional features to help drive new services and revenue streams.
Crafted Design Iterations
In the process of getting to launch, we kept the level of craft as high as possible while still working in an agile methodology and supplying our clients with regular updates to prototypes.
Driving Adoption
In order to drive adoption of the new app, we created a suite of promotional content across Lincoln web properties.
The Lincoln brand styleguide goes digital
As part of the design process, we introduced a new set of components 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.
