Holden's challenge was to deliver integrated campaigns across all their customer channels, respond to customer requirements online and improve the user experience.
User experience design
My role was to capture a detailed understanding of the customer segments and user requirements. This entailed extensive research with both users and Holden's key stakeholders. We developed a customer lifecycle with key online touchpoints. Extensive card sorts with key stakeholders resulted in an information architecture that reflected the various audience needs throughout the customer lifecycle.
From there, I was involved in ongoing site maintenance and campaigns including the launch of the Holden Cruze which was one of Australia's first truly integrated marketing campaign involving a range of above and below the line media and an online competition. Other online campaigns included the Statesman, the Caprice and the Combo.