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Collective London needed urgent UX help, under tight timescales, to redesign the entire public offering for MG Europe. They approached Thinking Human, who in turn contacted me as a favoured UX Consultant. I used a lean and agile UX development methodology to produce deliverables, building on research work that had already been undertaken.
MG is the UK's fastest-growing mainstream car brand, and the website redesign earned them the 'Best Website Redesign' award in the ContentSquare awards. Specifically mentioned (and of which I am particularly proud) was "its mobile-first approach and understanding of customers" and " starting from the voice of the customers, they clearly understood the assignment and delivered a mobile-first approach.” (Award details accessed 15/9/23 and available here.)
Asides from this award, I delivered insight, understanding and creativity from close to the beginning of this project with long-term collaborators Thinking Human, and the ccreative, Client and project management, and development team at the agency; Collective.
Personas
Personas
Personas were developed from insights derived from focus groups and desk research. The significant thought and emotional attention that is put into a car choice was reflected in the deep consideration given to creating real, believable people rooted in qualitative insights.
Customer journey maps
Customer journey maps
Choosing and buying a new car is a big and exciting decision. Ensuring the customer's journey is not only smooth but as pleasurable as possible from choice through to maintenance is key to the ongoing success of the brand. Customer Journey Maps evolved from a persona through the choice and purchase process, highlighting potential pain points, opportunities for differentiation, and the intersection of online and offline experiences.
Wireframes
Wireframes
Several iterations of wireframes were developed in quick succession based on iterative meetings with the team (especially creative and development) and client reviews of requirements, technical limitations, and improved information about business needs.
The wireframes were designed 'mobile first', resulting in a streamlined site. Architecture was flexible and scalable, allowing for future integration of features not available at first release.
Site maps
Site maps
The final architecture was simple and elegant, reducing duplication and unnecessary complication from the navigation system.
Content strategy, inventory and migration
Content strategy, inventory and migration
Perhaps the least glamorous part of the puzzle, but essential with a redesign, is to ensure that all content from the existing site is represented or purposefully excluded from the migration. This was a 'living' document to be handed over to the development team and clients.
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