AB Motors: Digital Innovation in the Automotive Sector
Work done: Web Design, Graphic Design
AB Motors stands out as a leader in Peru's automotive sector, specializing in selling motorcycles and high-quality motorcycle parts. With over 25 years of experience, AB Motors has cemented its position as a benchmark in the industry, adhering to its core values of customer commitment and guaranteed quality.
The company operates five centers nationwide and achieves a monthly revenue of 5 million soles. Despite its traditional market success, AB Motors identified an urgent need to revamp its digital presence to stay ahead in the ever-evolving competitive landscape.
In 2022, the company realized its digital footprint needed to meet the standards to sustain its leadership in the marketplace. It was clear that maintaining competitiveness necessitated a robust online strategy.
A thorough assessment of their online presence pinpointed several shortcomings in the user experience on their website. Furthermore, it became evident that their social media content was not up-to-date and was outdated, failing to effectively engage their audience and reflect their brand's current positioning.
Website Redesign
Setting our goals
After identifying the website's shortcomings, four overarching goals were established to steer the digital marketing strategy.
Strategy Implementation:
The strategic overhaul unfolded across three 30-day phases. Initially, two web design prototypes were crafted in Figma and subjected to usability testing, empathy mapping, and focus group surveys with a sample of the target demographic.
The subsequent phase involved the creation of a third web prototype with an emphasis on information delivery, visual design, and the purchasing process, alongside search engine optimization. Keyword research and content optimization were undertaken to boost search engine rankings, complemented by comprehensive on-page and off-page SEO to heighten the company's online visibility, along with an exhaustive site architecture review to align with SEO best practices.
The final phase saw enhancements to website load times and the addition of interactive features, such as call-to-action buttons and contact forms, with continuous optimization for search engines. The online transaction processes were streamlined for efficiency and simplicity. Final visual adjustments were made to resonate with the brand identity and comply with SEO standards.
The culmination of these efforts was a visually appealing, user-friendly, and search-engine-optimized website, markedly refining the user experience and elevating online visibility.
Discovering Important Insights:
Following extensive user testing and research processes, it became apparent that their customer base comprised two very distinct demographics: young individuals eager to purchase motorcycles directly through our website and older individuals who harbored reservations about online transactions. To address this dichotomy, I implemented a tailored solution on our website. For those hesitant about online purchasing, I introduced a dedicated section where they could provide their contact information. This facilitated direct communication with a sales representative, who would guide them through the purchasing process, offer personalized assistance, and extend invitations to visit our sales location to inspect the vehicles firsthand and finalize their purchase. This approach not only catered to the diverse needs of their clientele but also fostered trust and confidence in the brand.
The final result:
The new website stands as a testament to my commitment to delivering an exceptional user experience. The redesigned platform boasts seamless navigation, intuitive functionality, and visually stunning aesthetics. From streamlined checkout processes for our tech-savvy clientele to personalized assistance options for those seeking guidance, every aspect of our website has been meticulously crafted to cater to the diverse needs of our audience. With a fresh and appealing look that reflects the brand's identity and values, the revamped website serves as a dynamic hub where users can effortlessly explore our offerings, engage with our content, and embark on a journey of discovery.
Redesigning content for Social Media
The brand's social media presence was stagnating due to a lack of creative design, utilization of new trends, and innovative typography. This deficiency in visual appeal was significantly hampering the brand's ability to connect with its audience and stand out amidst the competitive social landscape. With outdated and uninspiring content, the brand failed to captivate users' attention and drive meaningful engagement.
Since implementing the new social media designs, the brand has experienced a remarkable transformation in its online presence. With an infusion of creativity, utilization of new trends, and innovative typography, their social media content now exudes vibrancy and captures the audience's attention like never before. The refreshed designs have invigorated the brand's identity, allowing it to stand out amidst the cluttered digital landscape and establish a more cohesive and memorable visual language. As a result, they've witnessed a substantial improvement in social media engagement, with users actively interacting with the content, sharing it with their networks, and expressing genuine enthusiasm for the brand.
