Case Renault
Web solution for Renault Norway
Background
During my time at Responsfabrikken, I had the unique opportunity to redesign the website for Renault Norway.
Usually, Renault France handles the website frameworks for all their international partners. However, Renault Norway was given the freedom to create a custom solution that would better connect with their local audience.
My contribution
- Lead art director for the website and campaign elements
- Concept development
- UI design and handover for dev
- Stakeholder and internal presentation
Challenges
The primary challenge was to create a website that would appeal to the Scandinavian market, moving away from the corporate catch-all solution that Renault France offered. The Norwegian team did not feel that the existing Renault templates accommodated their needs to engage with users and help them quickly find information, pricing, locate dealers, and schedule tours of their vehicles. Additionally, Renault Norway sought to enhance loyalty and engagement among current Renault owners by offering them an app that would inspire and support them in their everyday adventures.
Objectives
The primary objective was to design and develop a new, contemporary website that serves as the front window for Renault Norway, with a modern and approachable look and feel. We aimed to highlight and promote Renault’s new ZE electric car series, incorporate user-centric features such as test run sign-ups and a dealer locator to assist with lead generation, and design a loyalty app for Renault owners that integrates seamlessly with social media, with the purpose of inspiring and retaining customers.
Website
For the Renault Norway website redesign, I began by developing a design proposal that matched Renault’s vision and goals. Using a traditional art direction approach, I focused on creating a clean layout with a warm color palette to make the site welcoming and modern. I ensured the navigation was simple and intuitive, allowing visitors to easily find information about vehicles, pricing, and nearby dealerships.
A key feature is the showcase for the ZE electric car series, highlighting Renault Norway’s commitment to sustainability and innovation. To improve user interaction, I added two side buttons that open the dealership map and the test drive booking feature, making it easy for customers to schedule appointments in their region. Throughout the project, I kept the design user-focused by simplifying navigation, enhancing accessibility, and working closely with the stakeholders and development teams to ensure everything flowed smoothly.
Key takeaway
- Collaborated closely with stakeholders and development teams to ensure cohesive design and functionality.
- Ran a traditional art direction approach aligning with Renault Norway brief.
Crafted a comprehensive pitch that included campaign elements to enhance overall engagement. - Focused on user-friendly design, emphasizing simplified navigation and accessibility.
- Adopted a Scandinavian design approach focusing on clean lines, warmth, and an approachable look and feel
Engagement apps
To enhance user engagement, I proposed two customer-focused apps. The Renault Club was designed to allow owners to manage their vehicles effortlessly with features like maintenance logs, scheduled inspections, video manuals, find my car, and more. It also aimed to encourage exploration by providing suggestions for local sights and scenic drives, making each journey more adventurous. The Dealer app, designed for use in showrooms, would enable visitors to browse different car models, watch informative videos, and sign up for test drives while they wait or browse on their own. Together, these apps were intended to create a more connected and convenient experience, supporting both everyday car management and in-store browsing.
Results and reflections
After the redesign, we saw an increase in test drive signups. Customers shared positive feedback, especially appreciating the website’s warm and approachable new design and mentioning that it was easier to find the information they needed.
Additionally, highlighting the ZE electric car series helped raise awareness of Renault’s focus on electric vehicles in the Norwegian market. Overall, the new website was a great success and ran for numerous years, which won us the opportunity to design the launch website for the Dacia Duster in the Norwegian market.
What would i do different
What would i do differently if given the opportunity to revisit the project:
- Incorporate more user tests throughout the design process with both dealers and customers.
- Invite a specialized UX researcher to the team to conduct more in-depth research, providing deeper data-driven insights before starting the design process.
- Develop more prototypes throughout the process to better align with development and stakeholders.
- Implement split testing to compare different design approaches and determine which ones resonate best with users, something we later adapted as the “three variant” method.