Renault
Multinational E-commerce
In 2023, my team took on the challenge of transforming the online car-buying experience into one that is both appealing and trustworthy, bridging the gap between user confidence and delight.
Trust Meets Delight
Buying a car online needs to be a pleasurable experience. Qualitative researches conducted by Renault revealed that about 95% of customers are not comfortable making purchases they consider expensive online, due to safety reasons.
How could we make the car buying experience both appealing and trustworthy for our users?
High-Level Goals
Create an E-commerce relying heavily on Renault’s branding, so we could increase the trust perception by supporting our Design on a centenary brand;
Design focusing on scalability: make an E-commerce that was easily adaptable for all countries in Latin America;
Use this project as an opportunity to develop a Design System.
A Shot at the Spotlight
Creating an E-commerce is challenging, especially for highly customizable and expensive products like a new car. Renault faced the additional challenge of not having an existing E-commerce site to use as a reference globally. However, this presented an opportunity for us to innovate and gain international recognition for our work in the Latin America Hub. Traditionally, new solutions in Renault are designed in France, making this project particularly special.
Becoming a Reference
We started by studying Renault's new visual Identity guides that were released during the Renaulution movement in the company, a total rebranding, back in January of 2022. We started searching for inspiration to create a beautiful Homepage that highlighted our products. We found it on Renault's marketing pieces directions on how to distribute text and other visual elements, and used as the basis of our work.
With those defined, we had a clear vision of what we wanted our Homepage to look like. It needed to have a fresh feeling to it, achieved by small interactions defined by our motion Design Tokens, as well as minimalistic components that needed to look and feel like Renault's new identity. Every screen was designed and delivered in 4 different resolutions, so we could ensure that the experience we planned would be delivered to our users.
We revamped the vehicle configurator, originally developed by Renault France, using Design System techniques and technologies proposed by both the Design and Development teams. This allowed us to customize each component for specific countries, increasing governance and autonomy for the Latin American Hub. This process resulted in around 90 extremely well documented components, putting the UX Pole Latin America in the spotlight of Design System's discussions on the company (you can read more about this on the Renault - LATAM Design System case study).
We needed a final piece of the User Journey that hadn't been designed globally in the company yet, the Payment and Checkout screens. Creating those screens was rather easy, due to the componentization process we elaborated to achieve components that looked and felt Renault. We already had our key-visual pieces defined, and could create a smooth transition to the final step of the User Journey. Many different small screens were designed afterwards following the same process: Login and Registration, Error and Emails. Below you will find the entire car configuration journey.
Major Achievements
LATAM became a reference: We delivered an E-commerce that is used as a Benchmark for Renault world wide; A solution easily replicable and maintainable, ready to be adopted by any country;
The birth of Design System Renault: The Design System grew and became one of Latin America's Hub most important asset, opening the doors for us to impact in global design decisions (you can read more about this on the Renault - LATAM Design System case study).
An E-commerce that sells: despite data showing that approximately 95% of customers are wary of making expensive purchases online, Brazil's E-commerce successfully sells around 500 vehicles per month, generating an impressive $9.3 million in monthly revenue. Check the live website clicking in the button below.