RAM Trucks
Ram Trucks (often just called Ram) is an American brand of pickup trucks and commercial vehicles. It was originally part of Dodge (under Chrysler) but became its own separate brand in 2010 when Fiat Chrysler Automobiles (now part of Stellantis) decided to spin it off to focus on trucks separately from Dodge's muscle cars and SUVs.
Role
Visual Designer,
UX Designer
Year
2022
Industry
Automotive
Duration
Year-round
The Why?
RAM Trucks, a leader in the commercial vehicle sector, needed to modernize its commercial website to better serve business customers and enhance their online experience. The old shopping experience was too mechanized and stale. The redesign needed to reflect RAM’s rugged yet premium brand identity while enhancing usability, performance, and lead generation.
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To enhance the overall user experience, certain components were added to enhance the immersion of the shopping experience by making the users feel like they are in the dealership test driving the trucks or vans themselves.
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An update ensures that the site reflects RAM’s latest vehicle models, features, and branding. As new trucks with advanced technology and capabilities are released, the site must showcase these innovations effectively to capture interest.
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By improving the user journey from browsing to conversion, RAM Trucks can increase lead generation through the site, encouraging more users to request quotes, book test drives, or contact dealerships directly.
Challenges
Ram's commercial site needs to appeal to both individual truck buyers and business users looking for practical solutions. While a modern, visually appealing design is essential, functionality must take precedence to ensure that critical tools, such as configurators and fleet management solutions, are easy to access and use.
Ram Trucks offers a wide variety of vehicles, models, trims, and customization options, especially for commercial users who may need specific upfit packages and configurations. Presenting all this information without overwhelming users can be difficult.
Learnings/Solutions
Using optimized code, lightweight image formats (AVIFs), and advanced caching techniques can help the site maintain high performance while still offering a visually rich and interactive experience.
Simplified complex processes and workflows for the user without compromising the capabilities of the tools. Worked with developers to ensure these tools function smoothly while maintaining a cohesive design.
