Lincoln - Micah Lindenberger

Lincoln Digital

Lincoln.com needed a new experience to educate shoppers on luxury brand’s latest vehicle lineup. My mission was to redesign “Build and Price,” a highly trafficked part of the site where users create and customize their dream Lincoln vehicle.

The Challenge

Working with a small digital team, my goal was to give users a simple and responsive way to digest pricing and other essentials -- but the hero feature was allowing users to customize their Lincoln car.

The Challenge

Working with a small digital team, my goal was to give users a simple and responsive way to digest pricing and other essentials -- but the hero feature was allowing users to customize their Lincoln car.

We conducted several rounds of user testing to understand user needs. Main Take-aways 1) intuative and easy-to-understand pricing structure and 2) ability to add specific vehicle features. Once customized, users wanted to schedule a time to have the car delivered to their residence. Reducing friction in the buyer process increased customer engament and car sales in an A/B test between the old and new experiences.

Previously, “Build and Price” was not responsive. We added the ability for users to start customizing on web and switch to mobile to seamlessly continue the buyer process. On mobile, the steps turned into a progressing dropdown, letting users jump back or ahead, and to add or edit vehicle features and model types.

Another key initiative was to create a comprehensive style guide that focused on accessibility. We then turned this into a component library that was used to build out key screens and detail pages. I managed a Jr. Designer to build an interactive guide that outlined animations, hover states, and transitions. We also designed and collaborated with the marketing department, art directors, and copywriters to build a launch plan.