The future of personalised CX powered by AI
Lotus is an iconic British-born performance car brand, with a rich heritage of racing success and innovative sports car technologies. Since being acquired by the Geely group, they've been through a major transformation while staying true to their Lotus spirit. They're now leading the charge with a new range of state-of-the-art electric vehicles, leveraging advanced technologies in connectivity, EV powertrains, and driver assistance systems which appeals to a new generation of customers with different needs and expectations.
The primary digital partner for Lotus
Their ambitious ten-year plan to shake things up at Group Lotus, dubbed Vision80, is centred around delivering consistent results, giving their product range a major facelift, and reshaping how the business works. It positions Lotus as a global luxury-lifestyle sports car leader that is viewed as a rebellious, sophisticated, and pioneering brand.
Since October 2021, code d’azur has been Lotus’s primary digital partner, helping to bring the new brand vision to life on the Lotus website and email channels, for European markets.
The approach to define and scale the .COM
We translated
The brand into design principles to ensure consistency across all consumer touchpoints.
We created
A value flow across all Lotus channels to identify the main (content) opportunities, and to align on the brand, business, and user needs.
We crafted
An experience flow, mapping the entire journey from initial impression to user expectations, navigating the discovery, usage, and memory phases to facilitate the delivery of meaningful innovations.
We established
A full-disciplinary team that works across multiple touchpoints (.COM, CRM, Social, and Publishing) to ensure a seamless experience that spans the entire journey, incorporating UX, UI, Copy, Publishing (within Sitecore), and Motion Design.
To improve how we work as part of an integrated team, we helped to define a new way of working within our existing sprint cycles that greatly improved processes and communications, helping to support the global growth ambitions for Lotus.
To maintain consistency, efficiency, and brand coherence across multiple markets and Lotus products, we are building a fully-fledged design system that will serve as the foundation for a seamless and unified user experience.
To ensure that the solutions being created are impactful and deliver the most value for the brand and their users, we are working closely with the development and data partners on a data-driven approach, utilising data tagging and reporting, SEO insights, and user testing.
Experience Driven product pages
We created a completely new vision for showcasing the Lotus cars on the .COM, shifting from a feature-led to an experience-driven approach. Using experiential themes such as ‘Explore,’‘Drive’, and ‘Life’ we humanise technical features and give users a real sense of how the car would fit into their lives.
Using real-world context to showcase the vehicle
We blend 3D renders with real world video and imagery to showcase each car in context, helping the consumer to understand the vehicle on a deeper level.
Benefit-led proof points
Each time we show a statistics or data points, we give it context by using relatable real-world examples that any user could easily understand. This approach enhances the accessibility and clarity of the presented information.
A guided purchasing experience
Each time we show a statistics or data points, we give it context by using relatable real-world examples that any user could easily understand. This approach enhances the accessibility and clarity of the presented information.
We designed and optimised the checkout, reservation, and test drive flows to ensure customers are converting successfully.
We created a dedicated platform for Lotus customers allowing them to track the progress of their orders, access new and existing vehicle information, access to support, community events, and much more.
Throughout the anticipation phase prior to delivery, we employed customised CRM campaigns to maintain user enthusiasm and anticipation for their upcoming vehicles, while simultaneously reinforcing brand affinity.
Without compromising the user experience or narrative, we've revamped the vehicle PDPs, resulting in elevated KPIs – including heightened engagement, improved NPS scores, and increased conversions. This transformation is being seamlessly integrated alongside upgrades to other website touchpoints for a cohesive user journey.
As Lotus embarks on a transformative journey into electric vehicles, code d’azur stands at the forefront, spearheading this revolution. Since 2021, we’ve been breathing life into the new Lotus identity on the .COM and CRM channels for European markets. We’re now taking this experience and expertise to the global stage, helping to solidify Lotus' position as a worldwide leader in the luxury car industry.
Solid change starts here
Contact us and let's get started.
