Smoother Ride, Sleeker Drive – Cadillac’s Mobile Experience, Fully Upgraded!

Year

2016

Client

Cadillac

MobileUXWeb
Overview / Challenge

With a rich heritage spanning more than a century, Cadillac has continually redefined luxury. In 2016, they needed a website that reinforced this tradition, aligning seamlessly with their iconic brand.

My Role

Contracted to help transform Cadillac’s web presence. I set out to design a Cadillac website that would not only enhance usability and engagement but allow the Cadillac brand to compete visually with the other perceived “luxury” automotive brands’ websites.

We set out to solve the question:

How do I create a site design that balances Cadillac’s timeless luxury with innovative, mobile-centric digital engagement?

The Design Process

Outdated Site Design
UX Exploration

Based off research showing a growing percentage of Cadillac site visitors were using mobile devices, I decided to take a mobile first approach to my design. So I began my efforts by:

  • Refining the site information architecture
  • Restructuring the main user flow based off the new IA
  • Creating mobile wireframes for the main user flow
  • Building simple prototypes to test usability of the proposed direction
UI Design and Interaction
  • Created UI for flows created in the UX Exploration phase
  • Presented work to client and took feedback into account to refine designs

The Redesign

Project Impact

1

Restored Brand Elegance

Through thoughtful design and refined aesthetics, we restored Cadillac’s brand elegance, delivering a website as premium as its cars
2

Simplified User Flows

By refining the information architecture, we removed friction and optimized user flows for a smooth mobile experience.
3

Content Prioritization

By optimizing content hierarchy, we made key information more accessible and digestible for users.
4

Clearer CTAs for enhanced engagement

I refined call-to-action buttons across the site to make them more visible, intuitive, and compelling, helping guide users toward key actions more effectively.
5

Improved User Satisfaction

I prioritized intuitive design and faster interactions, resulting in higher user satisfaction
6

Determined to drive more mobile traffic

A seamless, user-friendly mobile experience leads to increased traffic and deeper engagement from mobile users

This successful redesign gave stakeholders sufficient evidence of a need to invest in a complete Cadillac site rebuild to enhance brand presence and meet the growing demand for mobile accessibility. A redesigned Cadillac website was launched just over a year later in 2018