Opel.xx Northstar

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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

Published in: Business, Technology
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Opel.xx Northstar

  1. 1. 1 opel.xx / N*
  2. 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. 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. 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. 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. 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. 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 QuickTime™ and a TIFF (LZW) decompressor are needed to see this picture.
  8. 8. 8 Opel.xx exemplified, differentiating Factor 1: Focus on Product and Brand – Opel cars • The Catwalk – intuitive product launchermit ausgedruckt
  9. 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. 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. 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. 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. 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. 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. 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. 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. 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
  18. 18. 18 Opel.xx exemplified, differentiating factor 3: Enable localized content: The Dashboard Editor }
  19. 19. 19 Overview Dashboard Brand Street Owning
  20. 20. 20 Dashboard Brand Street Owning Innovate Overview
  21. 21. 21 Dashboard Brand Street Owning Impress Innovate Overview
  22. 22. 22 Dashboard Brand Street Owning Innovate Impress Make friends Overview

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