Embedded Files
Project: MG Motor – Corporate Site UX Restructure Role: Senior UX Consultant
Challenge: To deliver a complete UX restructure and design for the corporate website within a high-pressure environment defined by tight deadlines and rapidly changing requirements. The brand required a digital presence that could support a significant market share push.
Approach: I prioritised a research-led foundation to mitigate the risk of the fast pace. I developed customer research-derived personas, user journeys, and content audits before moving into site structuring and wireframing. This ensured that even under time pressure, design decisions were anchored in user evidence rather than assumptions.
Outcome: The redesigned website won the ContentSquare CX Award for the commissioning agency (Collective). In 2021, the year of the redesign, MG achieved record-breaking sales, surpassing 30,000 registrations.
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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