RAM Trucks: Annual Website Redesign for Enhancing User Immersion
The goal of this project was to update the Ram Trucks website to better reflect the brand’s bold, performance-driven identity while improving the immersion and engagement on the shopping experience.
Date
August 2022
Role
UX Designer / Visual Designer
Company
Razorfish - Stellantis Division
Problem
As part of the annual update, these key issues were given priority based on analytics provided by J.D power:
Robotic and Impersonal Experience: The shopping journey feels mechanical and lacks features that engages users
Outdated Information: The current pages don't display the specifications and images for the latest truck model years.
Slow Page Performances: Some vehicle pages have high load times due to bloated image file sizes and unoptimized components.
Goals
The product owners provided these OKRs to keep the redesign grounded in user needs, measurable outcomes, and the overall vision of the business.
Objective 1: Increase qualified leads through the website
KR1: Increase "Build & Price" submissions by 20% within 6 months
KR2: Boost "Find a Dealer" clicks by 15%
Objective 2: Improve user engagement and reduce friction
KR1: Reduce bounce rate by 25% on key model landing pages
KR2: Increase average time on site by 30 seconds
Objective 3: Elevate brand experience through design and content
KR1: Launch redesigned model year pages with updated visuals and spec comparisons
KR2: Improve customer satisfaction score (CSAT) by 10% in usability tests
KR3: Increase returning user rate by 15% quarter-over-quarter
Next Steps
The model year pages play a crucial role in the buyer journey—helping users explore key features, compare trims, and take next steps like building their vehicle or finding a dealer. Therefore focusing on these tasks in the design process is crucial to increasing user engagement:
Clarify Content Structure & Improve Readability
Reorganize page sections to create a more intuitive flow—starting with high-level model highlights and gradually guiding users into detailed trims and specs, using expandable sections or tabs to reduce scrolling and prevent cognitive overload.
Increasing User Engagement
integrate interactive and dynamic elements that make the model exploration process feel more tailored and immersive.
Align Design with Brand Identity
Establish design and content that is consistent with current model year information to strengthen brand recognition and build user trust.
Results
The redesigned model year pages led to significant improvements in user engagement, providing a more intuitive and visually cohesive experience.
35% increase in time on page for model year pages, indicating that users are more engaged and spending longer exploring product details.
22% boost in user interactions with key CTAs (e.g., "Build & Price," "Request a Quote") compared to previous design.
Decreased bounce rates by 15% across mobile and desktop users, especially among first-time visitors.
According to the J.D. Power Canadian Manufacturer Website Evaluation Study, overall satisfaction for Ram Trucks averages 810 on a 1,000-point scale, with top-performing brands like GMC scoring 835, positioning Ram as a top competitor in the auto industry.