Re-Design & Re-platform




An automotive manufacturer looking to elevate their brand perception to match a new more premium product.

Mazda was on the verge of a shift in their product design toward more premium design and materials. The previous website was a homegrown solution with no CMS capabilities making it difficult to keep up with content updates and enhancements. The automotive industry is unique in the role a website plays in the modern shopping journey and Mazda needed an experience that put the customer first.


UX Design Direction

Establishing principles and patterns for large distributed teams.

UX Principles

Other than documenting basic principles around usability best-practices we drafted up a list of UX Principles that were specific to Mazda. The problem with "best-practices" is that they are often just common practices. To truly guide the design forward we needed principles that were aspirational in nature and could move the entire organization forward into a new way of approaching digital solutions.

Pattern Library

Establishing a visual design language that could be consistent across the web was one of the first things that was tackled by the creative team.

Responsive Design



General content pages were easily translated into a responsive framework but more complex tools like the vehicle configurator were more of a challenge. Our research showed that more users were interested in being able to build a vehicle on their mobile and tablet devices than in previous years, so we had to come up with an answer. Initial designs were much more ambitious in terms of animations and additional tool integrations which I hope to see rolled out in additional phases.


Vehicle Landing Pages

Previous vehicle landing pages attempted to include all features of the car on a single page and mixed jump links with external links in the sub-navigation. We cleaned all that up and fleshed out out the Features and Specifications sections to reduce the length of the landing page. The research also showed that users who navigated to the build tool from a VLP were more likely to complete a build. Knowing this we elevated the build CTA and in turn changed the success metric on the VLP from visiting a lead form to visiting the build tool which was more in line with the customer journey map.



Lead UX Eric Rulona

Visual Design Miles Cartwright

CD Paul Drohan

Producer Jackie Orlando


Agency Mirum Agency

Awards 2017 Webby Award Winner