opel.xx user interface design study for mass market automotive site
Author: Mark Sargent
Agency: Zentropy Partner, McCann Worldgroup (now MRM Worldwide)
Client: Opel Germany
2. 2
The challenge: to marry N* with opel.xx
• GM NorthStar program builds a common platform for B2C web
applications to leverage synergies globally
• Opel.xx entails a common UI Design Vision and offers a marketing
program capable of providing the competitive edge to sustain a 4-star site
and the leading edge to become a 5-star site
• Find opportunities to build a combined opel.xx / N* advantage into
upcoming paid for marketing and technical efforts
• Document all hidden efforts to make them transparent, accountable, and
measurable when needed
3. 3
What Northstar is about
• GM NorthStar programme builds a common platform for B2C web
applications to leverage synergies globally
• Common standards & frameworks
• Common core components & services
• Common hosting & operations
• Objective of NorthStar 5 (N*5): increase GME Online Marketing
capabilities by leveraging the N*3 solution (opel.de) for the other
European Opel NSC
• Increase average functionality, reduce overall cost
• Project Status: Plan/Define contracted, officially started
4. 4
What opel.xx is about
• Currently, different online “Look & Feels” exist throughout Opel Europe –
but consistency is required
• According to Opel Europe, none of the solutions has the desired “5 star”
quality
• More emotion, fresh thinking & “interaction” required
• Zentropy Partners Frankfurt pro-actively developed and presented
“Opel.xx” as integrated, consistent UI vision and marketing program
• Positive feedback from important stakeholders
5. 5
What opel.xx does
• Provides focus on marketing efforts
• explicit focus on product and brand
• build experience along the path of shopping, buying, owning
• provide countries with localized content, manageable by one
• allow for much needed tactical measures
• eliminate traffic poor areas
• cut redundancies within work intensive product information
• marry campaign efforts with carline
• recognize the user
• strengthen partnership with dealers
6. 6
What opel.xx does
• Provides focus on brand effort
• efficient market penetration through seamless integration of offline and
online efforts: one message, one voice, one experience
• product campaign and carline become one
• find Opel where you least expect Opel, fresh ideas for online media
• flexible responsiveness toward tactical measures
7. 7
Immediate opportunities to implement opel.xx/N*
within upcoming marketing campaigns
• Big Bang Phase I, Deutschland macht den Opel Test, Germany only
• Big Bang Phase II, have the following lined up for European roll-out
• dedicated homepage incl. catwalk, sidewalk, big band wallpaper
• opel.xx dashboard incl.
Homepage ‘sidewalk’
• test drive registry
• dealer locator Europe wide?
• Brandstreets (carline)
for all tested models?
• Opel.de Refresh
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TIFF (LZW) decompressor
are needed to see this picture.
9. 9
Opel.xx exemplified, differentiating Factor 1:
Focus on Product and Brand
– Opel cars
• The Catwalk – intuitive product launchermit ausgedruckt
Make it fun to find
Up front & current
with fresh ideas,
local news & events
10. 10
Opel.xx exemplified, differentiating Factor 1:
Focus on Product and Brand
– Opel cars
• The Catwalk – intuitive product
launcher
• Brand Streets – campaign colored,
highly interactive carlines
mit ausgedruckt
11. 11
Opel.xx exemplified, differentiating Factor 1:
Focus on Product and Brand
– Opel cars
• The Catwalk – intuitive product
launcher
• Brand Streets – campaign colored,
highly interactive carlines
mit ausgedruckt
Rich media experience
within flash container
12. 12
Opel.xx exemplified, differentiating Factor 1:
Focus on Product and Brand
– Opel cars
• The Catwalk – intuitive product
launcher
• Brand Streets – campaign colored,
highly interactive carlines
• We Build Your Car –integrated car
configurator, dealer locator
mit ausgedruckt
Sample GTC: change
color while driving
Sample Dealer CD:
hands on
Sample opel.xx:
fully integrated
13. 13
Opel.xx exemplified, differentiating Factor 1:
Focus on Product and Brand
– Opel cars
• The Catwalk – intuitive product launcher
• Brand Streets – campaign colored, highly interactive carlines
• We Build Your Car - integrated car configurator, dealer locator
mit ausgedruckt
Sample GTC: change
color while driving
Sample Dealer CD:
hands on
Sample opel.xx:
fully integrated
Configurator
fully integrated
in campaign world
14. 14
Opel.xx exemplified, differentiating factor 2:
Respect & value the customer
– Opel owning
- Personal Information - automated storage and information.
- Language Chooser - enjoy opel.xx in your native language.
- Bonus System - integration with Opel Card as it becomes available,
incentive system
15. 15
Opel.xx exemplified, differentiating factor 2:
Respect & value the customer
– Opel owning
• Personal Information - automated storage and information
• Language Chooser - enjoy opel.xx in your native language
• Bonus System - integration with Opel Card as it becomes available,
incentive system
Language selector
16. 16
Opel.xx exemplified, differentiating factor 3:
Encourage local content
– Opel news
• The Dashboard - centralized area for localized, short term tactical content
• The Dashboard Editor - straight forward editor for NSC’s content
management
mit ausgedruckt
17. 17
Opel.xx exemplified, differentiating factor 3:
Encourage local content
– Opel news
• The Dashboard - centralized area for localized, short term tactical content
• The Dashboard Editor - straight forward editor for NSC’s content
management
mit ausgedruckt
Tactical measures
made easy for countries
Fresh ideas
accessible from hp
NSC Home Page NSC Dashboard