HONDA Shopping Tools
automobiles.honda.com
Tasked with unifying a suite of standalone shopping tools, my team helped Honda create user-friendly pathways from browsing to buying. Rather than forcing users into a strict linear flow, we developed smart versions of each tool that allow users to either start from scratch or pick up where they left off in another tool.
As the content design and UX copy lead for the platform, I made sure each tool featured simple, actionable prompts and clearly labeled interactive elements. I was also deeply involved in designing the UX logic for these tools, anticipating what users would want to do or know at each step of their shopping process.
Trim Comparison
Starting with a POV white paper on car shoppers’ expectations, I led the creation of this industry-first interactive tool. It not only helps shoppers compare trims side-by-side, but also lets them filter for the exact features they want.
In order to populate every trim of every Honda model with the appropriate features, we created a content system with a database of over 300 Honda features, including tags to denote which features constituted upgrades on a given model. We also created parallel nomenclature systems: a basic one with generic language for quick reference in areas such as filter buttons, and a detailed one to provide nuance between similar features.
Once we had the content system in place, we could then use it throughout the Honda website on other tools, such as dealer inventory search, to help shoppers find the right car for their needs.
Build and Price
We designed our streamlined car configuration tool to guide shoppers through all available options on their dream car, with both simplified and detailed pricing breakdowns to help them understand how their choices translated to a sticker price as well as an estimated monthly payment.
Dealer Inventory Search
Using the content system we created for our trim comparison tool, we devised an inventory search system inspired by e-commerce, allowing shoppers to see availability for all trims or filter down to the one(s) with the features they want.
By placing all color options on the results page and allowing shoppers to toggle results between “nearest dealers” and “nearest matches,” we gave them the freedom to shop for either a specific set of options or choose from a range of similar vehicles.