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Opel.xx Northstar

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opel.xx user interface design study for mass market automotive site

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

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    Opel.xx  Northstar Opel.xx Northstar Presentation Transcript

    • opel.xx / N*
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • Opel.xx exemplified, differentiating Factor 1: Focus on Product and Brand
        • Opel cars
          • The Catwalk – intuitive product launcher mit ausgedruckt
    • Opel.xx exemplified, differentiating Factor 1: Focus on Product and Brand
        • Opel cars
          • The Catwalk – intuitive product launcher mit ausgedruckt
      Make it fun to find Up front & current with fresh ideas, local news & events
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • Opel.xx exemplified, differentiating factor 3: Enable localized content: The Dashboard Editor }
    • Overview
      • Dashboard Brand Street Owning
      • Dashboard Brand Street Owning
      Overview Innovate
      • Dashboard Brand Street Owning
      Overview Impress Innovate
      • Dashboard Brand Street Owning
      Overview Innovate Impress Make friends