LYRIQ REVEAL
LYRIQ REVEAL
ANY EV CAN MOVE. ONLY ONE CAN MOVE YOU.
IMAGE PROVIDED BY GENERAL MOTORS
THE BASICS
COMPANY
Cadillac
TEAM
Leo Burnett
TIME
4 Months
ROLE
User Experience Designer
THE PROCESS
Method
For this project I used the UX Value Proposition in order to outline and organize the key brand objectives of Cadillac and LYRIQ vehicle. Since this page was more as an addition to Cadillac.com there was less focus on UX attributes; rather greater emphasis was placed on design and layout.
BRAND VOICE
Lyriq reveal page was positioned to be a teaser page since this vehicle wouldn’t go into production for a couple more years. From a content standpoint there was no clear direction or photography for the Lyriq, so on top of the layout flow our team had to lead the charge on the brand voice for Lyriq.
THE CHALLENGES
One of the over arcing challenges of this page was having to create layouts for a hyper visual experience without a list of shot assets and having a balance of content, since this was a 3 year reveal process . Another challenge was creating a way to represent quantitative data that could be quickly understood.
Our initial plan was to talk over the LYRIQ Showcar milage data. However when this information solely written this major selling and marketing point of the car was easily missed. Anther issue was how to integrate a link to 3RD party site ( https://afdc.energy.gov/ ) to give further information on charging stations for anyones prospective road trip.
Design decision we had made was to create a visual representation of the quantitative data. We created an info graphic asset that give the user a quick and easy way to understand data and used two mock road trips to show how many charging stations were available along each route. By having this data represented visually we were able to give more context to how far the range was of the LYRIQ Showcar and how accessible an electric vehicle is.
LIVE asset of mock road trips to represent the 300 mile range of the LYRIQ Showcar and give the charging station data for each trip. Information gather from ADFC energy site.
FINAL PAGE DESIGN
Click image to see full image
abandoned ideas
LEASON’S LEARNED
Throughout this project I have learned and grew as a designer, it was an experience learning how to create a meaningful design that met the needs from a client stand point and a branding standpoint. Throughout this process I had to rely heavily on collaboration from many teams; developer, client, copy writer and design studio. This project also taught me many skills with remote work as well.
Overall the finished project was a success and was fun to push the limits of the Quatium site capabilities and branding reach taking this site page to be a highly visual experience.
“LOVE IT!!! WELL DONE TEAM!!!! ”