100ki product pages

An end-to-end project to improve Honda product pages to celebrate 100 years.

timeframe

Competitor research, User testing, Crazy 8s workshops and prototyping

The problem

Choosing a new car is a high consideration decision, and Honda's existing product pages weren't making it easy. Users faced cognitive overload, unclear information hierarchy, and too much friction before reaching any meaningful action leading to drop-off before conversion.

Our hypothesis

If we reduced cognitive load, improved information hierarchy, and surfaced the right content at the right moment, we could create a more confident path to conversion for both new and returning Honda customers.

The process

We started with a heuristic UX review across desktop and mobile, going module by module to identify friction points and compare against the previous product page.

To explore solutions quickly, I ran a Crazy 8s workshop with a lead product designer, content designer, product manager, and developer to generating a range of hero concepts grounded in user goals.

A competitor review of Volvo, Lexus, Vauxhall, and Nissan helped us benchmark best-in-class experiences and identify what a strong product page could achieve. We then ran two rounds of user interviews - one before design to surface pain points on the existing pages, and one after to validate our solutions. Findings were mapped visually and organised into must-haves, should-haves, and nice-to-haves to guide our design priorities.

The outcome

During the user interviews, many participants flagged that Honda's accessory list was too extensive and overwhelming to navigate. This directly informed our decision to design a dedicated features page and the work ultimately contributed to Honda's first online buying experience.

Every participant struggled with the site's typography. They flagged it as hard to read and inaccessible. We recommended a site-wide font change, but this wasn't feasible within the project's constraints, as changes at that level required approval from Honda's senior stakeholders.