Mitsubishi

In the dynamic landscape of 2018, a pivotal chapter unfolded as I took an active role in designing Mitsubishi Motors' groundbreaking digital platform. This audacious global rebranding aimed to revolutionize Mitsubishi's standing in the automotive market, carving a distinctive niche above competitors, and orchestrating a seamless end-to-end customer experience that personified this ambitious vision. Our solutions with the Critical Mass team were deeply rooted in a high-quality, scalable design system, engineered to cater to the diverse needs of both global and regional markets while exuding an exquisite aesthetic synonymous with the Mitsubishi brand. Meticulously collaborating with the business, we set our sights on meeting and surpassing key performance indicators, propelling the brand metrics, leads, and return on investment to new heights. As a triumphant result of our labor, Mitsubishi Motors' new online platform emanated a mesmerizing blend of modern Japanese aesthetics and a storied tradition of unparalleled craftsmanship – a reflection of the very essence of "Mitsubishi-ness." This fresh encounter with the brand artfully conveyed an "ambition to explore," forging an indelible connection with customers. At the heart of this visionary platform lay Mitsubishi's transformation into a customer-centric brand, inspired by invaluable insights gleaned from industry leaders. Embodying these core values, we meticulously crafted a minimalist and sleek look and feel, employing key graphic elements that infused the experience with both a sense of playfulness and unwavering technological prowess. Among the many immersive journeys brought to life, one stood out as a micro experience designed to assist users in discovering their ideal vehicle match. A step-by-step form guided users through a delightful narrative, deftly narrowing down vehicle options with each revealed question. With three engaging answers to choose from, this gamified experience emanated a simple yet captivating look and feel, engaging users on a profound level. Client: Mitsubishi Agency: Critical Mass Role: Senior Product Designer