Lincoln Digital

Over the course of a year and a half I worked with a small digital team to take on some key redesign initiatives for Lincoln. Build and Price is a highly visited section of the site where users build and customize their perferred Linconl vehicle.

Lincoln13 – CaseStudy
Lincoln5 – CaseStudy
Lincoln7 – CaseStudy

The Challenge needed a new experience to to educate shoppers of Lincolns latest vehicle lineup. We aimed to give users a simple and responsive experience , but also create customizations, while also showing a nicely designed break down of pricing, customizations, and the additional expeience that owning a Lincoln provides.

Lincoln9 – CaseStudy

Shoppers could initiate customizing their perferred Lincoln, they could easily switch of to mobile to contiunie the flow. On mobile the steps turned into a progressing dropdown, letting users jump back, or ahead to add or edit vehicle features. 

Linc – right
Linc – left

We conducted several rounds of user testing to understand user needs and how users typically do their vehicle shopping. We fine tuned interactions and various compentents that helped users better understand the difference between Lincolns vehicle packages, and the brand's luxury tiers. The users main desire to see an easy to understand price breakdown and the ability to add features. Once customized to their liking, scheduling a time to for pickup from one of Lincolns showrooms or having it delivered to their residence.  

Lincoln14 – CaseStudy
Lincoln6 – CaseStudy

Another key initiative was to create an comprehensive style guide that focused on accessibility, while also being responsive, which previously did not have that capability. This was then turned into a component library that was used in building various key screens and detail pages. I worked with a Jr. Designer where we built an interactive guide that outlined animations, hovers states, and transitions. We also designed and collaborated with the marketing department, art directors ,and copywriters to build a launch plan.

Lincoln3 – CaseStudy
Lincoln1 – CaseStudy

Project Team:

Micah Lindenberger - Art Director / Product Design

Natalie Cho - Art Director / Product Design

Hassan Karimi -User Experience

Heather Tafel - Project Manager 

Selected Works

BBC News StreamCase Study

Rockwell GroupCase Study

WWECase Study

Micah Lindenberger

Product Design

Interaction Design

Art Direction

Creative Strategy



Find me in Brooklyn, NY


Micah Lindenberger ©2020