RAM Trucks
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Role
Visual Designer,
UX Designer
Year
2022
Industry
Automotive
Duration
Ongoing
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 goal was to update the site to showcase the latest models and provide an easy, intuitive way for businesses to explore and configure vehicles for their specific needs. 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, making it easier for business customers to explore, compare, and configure vehicles tailored to their needs. A streamlined site with better navigation and customization tools can improve engagement and lead to more conversions.
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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’s commercial users, such as fleet managers or business owners, have very different needs compared to individual consumers. These users require detailed specs, fleet customization options, financial tools, and access to after-sales services.
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.
Ram's commercial lineup includes a wide range of vehicles, from light-duty trucks to heavy-duty commercial vans, each with unique features. Designers must ensure that each product page or section has a consistent look and feel, while also emphasizing the unique selling points of each vehicle.
Learnings/Solutions
While modernizing a site can introduce sleek visuals and animations, it's crucial to remember that business users prioritize efficiency and ease of use. A visually appealing site that sacrifices ease of navigation or critical information will result in a poor user experience.
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.
A modular design system that allows for easy integration of new components and services ensures long-term scalability. Future-proofing the design to adapt with RAM’s evolving product lineup is essential.
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.
