H-ART (www.h-art.com) was responsible for the redesign of the global Maserati website, updating the brand’s online presence and creating a universal image for the Italian automotive brand. This effort also required determining an overall strategy for redesigning all 61 national Maserati websites, focusing on local sales of the four current car models.
As the only UX designer working on the project, I was responsible for developing the design strategy. The client end objective was to communicate the feeling that would be experienced by owning and driving a Maserati car. The strategy that I formulated re-organised the information architecture and developed a new content strategy. I removed the information clutter amassed over the years in the current website, making it easier for users to navigate.
Each of the main themes of the website (i.e. car, company, and services) needed to be reachable and work as stand-alone entities. This would allow the brand to communicate with a single tone throughout the website, empowering users to explore Maserati without feeling lost.
To achieve this, I collaborated closely with the client and helped them formulate the key business requirements and the corresponding user flows. In the end, I presented the client with the UCD principles and agreed on a design roadmap, which allowed me to guide them in each of the design phases.