LeasePlan
Digital Design
Art Direction
Context
The briefing for the digital platform redesign focuses on two paradoxes. The need for one global brand experience versus the freedom to differentiate locally. And bringing together a multitude of websites and applications in one platform versus serving different user groups (consumers, fleet managers, and press).
Insights & Strategy
In a series of workshops with stakeholders from different countries (business perspective) and different user groups (user perspective), we identified and mapped the spectrum of customer journeys. The focus varies greatly per country: tooling versus editorial content creation, product versus experience. The design solution should therefore essentially be dynamic. The appearance of the services and content pages is determined by context variables such as location and topicality, the wishes and preferences of users, and the way in which and the frequency with which the user interacts with the platform. A dynamic or algorithmic platform, as it were.
Concept & Design
In addition to designing the services, content pages, components and customer journeys, we have developed a series of algorithms that ensure that the digital experience can be tailored to different target groups, user and business needs. These algorithms generate the design and ensure that the pages look good under all circumstances. Each component has different appearances and takes on its final form in the context.
In addition to UX and UI, we also realized the creation of the content, such as copy and photography.
Context
The briefing for the digital platform redesign focuses on two paradoxes. The need for one global brand experience versus the freedom to differentiate locally. And bringing together a multitude of websites and applications in one platform versus serving different user groups (consumers, fleet managers, and press).
Insights & Strategy
In a series of workshops with stakeholders from different countries (business perspective) and different user groups (user perspective), we identified and mapped the spectrum of customer journeys. The focus varies greatly per country: tooling versus editorial content creation, product versus experience. The design solution should therefore essentially be dynamic. The appearance of the services and content pages is determined by context variables such as location and topicality, the wishes and preferences of users, and the way in which and the frequency with which the user interacts with the platform. A dynamic or algorithmic platform, as it were.
Concept & Design
In addition to designing the services, content pages, components and customer journeys, we have developed a series of algorithms that ensure that the digital experience can be tailored to different target groups, user and business needs. These algorithms generate the design and ensure that the pages look good under all circumstances. Each component has different appearances and takes on its final form in the context.
In addition to UX and UI, we also realized the creation of the content, such as copy and photography.
The briefing for the redesign focuses on two paradoxes. The need for one global brand experience versus the freedom to differentiate locally. And bringing together a multitude of websites and applications in one platform versus serving different user groups.
The design of the homepage for countries that emphasize the consumer and not the car itself in communication. The product itself is only visible as a reflection in the window. This is an example of a homepage for countries that create a lot of content. Articles are promoted at the top of the page.
The design of the homepage for a country where the emphasis in advertising is on the consumer and not on the product itself. Special offers are prominently promoted here.
The design of the homepage for countries with a focus on traditional advertising. It is mainly about the product and its features. At the top of the page, customers are made aware of relevant current events.
This homepage design focuses on useful tools for customers. In the photo, only the reflection in the window echoes the product. The consumer plays the leading role in photography.
Algorithms have been applied in this project to ensure that the pages look good under all circumstances and based on location and target audience. As designers, we define the visual style, but also come up with algorithms that automate beauty.
Creative algorithms
Content managers are free to define the content in the layers. Behind the scenes it is ensured that visually there is a nice variety of content types and an attractive rhythm on the page. Algorithms are used in the design system to ensure that the page is visually appealing under all circumstances.
Creative algorithms
Content managers are free to define the content in the layers. Behind the scenes it is ensured that visually there is a nice variety of content types and an attractive rhythm on the page. Algorithms are used in the design system to ensure that the page is visually appealing under all circumstances.
Cross-cultural design
The dynamic design system ensures that the brand experience is globally consistent. At the same time, the design system offers the possibility to differentiate at a local level in the type of content and functionalities that are offered.
Cross-cultural design
The dynamic design system ensures that the brand experience is globally consistent. At the same time, the design system offers the possibility to differentiate at a local level in the type of content and functionalities that are offered.
Rhythm
The page layouts are made up of layers with diagonals that lead you to the next layer. This rhythm is occasionally interrupted with a horizontal layer. This creates a resting point. As a content manager, specific content can be brought to the attention here.
Rhythm
The page layouts are made up of layers with diagonals that lead you to the next layer. This rhythm is occasionally interrupted with a horizontal layer. This creates a resting point. As a content manager, specific content can be brought to the attention here.
