Mitsubishi Motors Project
A modular website and content system to promote Mitsubishi’s vehicle range and support diverse marketing campaigns.
My Role
Lead UX Designer
The new Mitsubishi site needed to provide a foundation for a multi-year roadmap of digital marketing and promotional activity, while helping customers move from vehicle research towards contact with their local dealer.
As Lead UX Designer, I worked from initial discovery and research through to launch. I developed a modular approach that could accommodate Mitsubishi’s varied vehicle ranges, audiences and campaign styles, while providing clear pathways from vehicle discovery and comparison through to dealer contact.
DISCOVERY
Marketing and business needs:
I worked with Mitsubishi stakeholders to understand their marketing objectives, publishing requirements and the constraints of the existing product data.
Planned and facilitated workshops to gather information on goals, measures of success and potential project risks
Conducted stakeholder interviews with heads of marketing, product design, accessories, and fleet sales teams, and
Worked with Magento developers to understand how the vehicle product database was structured and categorised.
Customer and dealer needs:
I combined existing Mitsubishi research with customer research and contextual enquiry to understand how people researched vehicles and progressed towards dealer contact.
I reviewed Mitsubishi’s existing customer and market research,
Conducted a series of in-person interviews and a wider online survey with recent new car buyers, and
Undertook a contextual enquiry with dealers at Mitsubishi's Liverpool franchise.
Research synthesis
Behavioural personas representing different types of car buyers.
A customer journey identifying when customers were likely to use the site, what they needed at each stage, and where dealer interaction became important
A prioritised view of key vehicle features and information valued by different customer groups.
INSIGHTS
Research identified several important behaviours:
Manufacturer websites were most relevant early in the research journey and again shortly before purchase, with less engagement in between.
The amount and type of information customers needed varied considerably, from broad impressions of a vehicle to detailed technical and safety specifications.
Information needs varied even among customers considering the same type of vehicle.
Once customers had narrowed their choices to a shortlist, the critical next step in the purchase journey was moving them from online research to a dealership.
Design implications
Vehicle pages needed to provide enough information to support confident dealer contact without overwhelming customers who required less detail.
Content hierarchy needed to adapt to different vehicles and audiences rather than impose the same information priorities on every model.
The site needed a flexible set of reusable modules that Mitsubishi could configure for new vehicles, campaigns and offers.
I explored these requirements through preliminary wireframes using a modular “toolbox” approach.
DESIGN & DELIVERY
The core design decision was to treat the site as a content system that marketing could operate, not a fixed set of pages requiring developer involvement every time vehicle positioning or promotional focus changed.
I developed a modular template framework that allowed:
Vehicle pages to be constructed from reorderable content modules, with marketing able to adjust the sequence per vehicle
The same vehicle page to present different content hierarchies for different customer types, swapping featured imagery and leading with different specifications without duplicating the underlying page
Dealer contact information to be pulled into a standardised template based on user postcode, giving every vehicle page a consistent and low-friction path to local dealer contact
The vehicle configurator was a central feature of the site and required particular care. Rather than presenting the full range of options and disabling invalid combinations, the configurator was designed to surface only the options available at each step based on what had already been selected. The result was a guided process that felt considered rather than restrictive, and reflected the actual constraints of the product database without exposing their complexity to the user.
This approach required close collaboration with Mitsubishi's development team to ensure the design reflected what was technically achievable within the existing database architecture.
OUTCOMES
The site launched as a fully operational platform and a content system the Mitsubishi marketing team could run in-house.
Rather than requiring external development for routine updates, the team had a toolbox to manage vehicle showroom pages, update configuration options as new models and variants were released, and maintain dealer information across the network.
User tracking and personalisation functionality were built into the site from launch, providing Mitsubishi with behavioural data to inform the priorities of future development rather than relying on assumptions.
The success of the project is documented in an Adobe case study on Mitsubishi Motors Australia's customer-first digital experience.