Strategy

To begin this project we researched and vetted the technology stack based on the requirements of the final application. We selected a robust content management system that would allow for the creation and management of content and would handle rich media embeds and integrations. During this time we also outlined the frontend framework, server, and deployment mechanisms that would be needed.

Planning

The primary focus for the Why Honda website was to craft inviting comparison landing pages that would also act as sales funnels. To ensure the success of this, we established the database structure and schema relations that highlights relevant information for each competitors’ model. It was important that the final experience of each comparison included unique, conversion-oriented content to help drive consumers to the key conversion pages outlined by the Honda team.

Information Architecture

In this phase of the project we detailed every aspect of the website’s structure including the page layouts, components, elements – everything down to the smallest of details. Sitemaps and user flows were crafted, as were interactive prototypes and user journeys. We wanted to make sure that every content type and layout connected and integrated with one another so that the experience felt seamless and fluid.

Design

The Why Honda website is aligned directly with the Honda brand and digital design aesthetic. We worked closely with the team at Aircraft to tailor a solution for both mobile and desktop devices that looks and feels just like the existing Honda website, but with the focus on the content, comparison and specific calls to action.

Development

For the development aspect of this website we focused on creating an application that is fast, flexible, and unique. The core features of this website now include: incorporating an extendable content management system and engineering content to be related and discoverable. Within the site, we incorporated a wide variety of templates which include standard pages, vehicle models, vehicle features, and full-screen sliders. We also applied ‘sticky’ elements that follow the user’s scroll, ensuring key calls to action are always accessible.

Integrations

The final application includes core analytics and integrations including detailed pageviews, user behaviors and custom event, conversion, and goal tracking. It also includes social media sharing and specific channel integrations as well as third-party server monitoring and reporting. All these items ensure that Honda’s Marketing team has as much data as they can to track and scale their lead generation process.