Vehicle Navigation Redesign
Lincoln Motor Company needed to modernize their vehicle page navigation to help customers explore their luxury lineup more effectively. The original system hid important content behind dropdown menus, creating confusion and limiting discovery. Our redesign transformed this experience with a tab-based system that improved usability while supporting key business actions.
Service
UX Design
What we did
Information architecture
Wireframes
User Flows
Problem & Approach
From Hidden Menus to Visible Navigation
The original design created several critical issues with hidden content requiring multiple clicks and no visual updates when users selected items. Business CTAs competed with content exploration rather than complementing it. We proposed converting all sub-pages into horizontal tabs to make content immediately visible while preserving key actions. This approach showed users exactly where they were in the site, made all options visible at a glance, and repositioned CTAs to create a more natural exploration path.
Navigation Impact Data
The Vehicle Comparison Challenge
Our site analysis revealed users struggled to effectively compare Lincoln models and features. Wireframe testing showed navigation patterns that separated vehicle information into siloed sections prevented customers from making direct comparisons. By reimagining the information architecture, we created clearer pathways for cross-model comparison while maintaining each vehicle's distinct identity within the Lincoln family.
Testing Methodology
Validating Through User Testing
We conducted rigorous testing using UserTesting.com to validate our approach across multiple iterations for both desktop and mobile. Our specific tasks aligned with key user journeys like downloading brochures, finding vehicle specifications, and exploring premium options. By testing against the live site, we gathered comparative data to ensure our redesign improved experience without sacrificing business outcomes.
Navigation Principles
Design System for Vehicle Exploration
Our solution was built on four key principles that addressed the navigation challenges. First, we created persistent visibility of all content sections through tabs rather than dropdowns. Second, we improved location awareness with clear visual indicators of the user's current position. Third, we separated informational content from conversion actions to support natural decision-making. Finally, we maintained consistency across all vehicle pages to build user confidence and familiarity.
Integrated Ecosystem
Building a Cohesive Digital Experience
This navigation redesign established patterns that extended to other key areas of the Lincoln digital ecosystem. We applied similar principles to vehicle landing pages showcasing the full model lineup and premium Black Label content highlighting luxury options. The system even accommodated innovative subscription service integration with Canvas, creating a consistent, intuitive experience across all touchpoints.
The Impact
The redesigned navigation system significantly increased content exploration and discoverability while improving user confidence and wayfinding. We maintained conversion rates while enhancing the overall digital experience to match Lincoln's premium positioning. This work contributed to Lincoln's integrated marketing campaign, which was later recognized with a MediaPost Automotive Marketing Award for Best Integrated Campaign.
Credits
Visual Design
Natalie Cho, Micah Lindenberger, Courtney Nader
Research / Analyst
Malcolm Espinosa
Program Manager
Heather Tafel