For Acura, I led a comprehensive redesign of the brand’s digital presence, spanning website experience, navigation, mobile usability, personalization, and emerging technology. The work began in response to declining performance across key metrics, including usability challenges, outdated creative, and high drop off rates across the site. Prior to the redesign, Acura ranked ninth out of fifteen in JD Power site performance, driven largely by confusing navigation and a poor mobile experience.

My focus was on reestablishing clarity, performance, and brand confidence. I redesigned core site architecture, simplified navigation, improved mobile interactions, and streamlined content to highlight only what mattered most to users. I also introduced a new social media module and refreshed the visual language to better align with Acura’s evolving brand voice. These changes resulted in a dramatic improvement in usability and engagement, ultimately moving Acura to the number one position in JD Power rankings, including recognition for Best Consumer Website and top ranked navigation.

Beyond the core redesign, I helped introduce a test and targeting system that adapted the experience based on user behavior. This allowed first time visitors, returning users, and comparison shoppers to see tailored layouts that guided them more effectively through the car buying journey, from discovery to customization and pricing.

I also explored augmented reality and motorsports focused experiences that extended the brand beyond the website. This included an immersive AR concept centered on racing culture, offering detailed vehicle and driver statistics, racing insights, and a driver seat perspective to capture the intensity and precision of Acura performance. Across all of this work, my goal was to combine strong storytelling, data driven decisions, and emerging technology to transform Acura’s digital experience into one that felt modern, intuitive, and deeply connected to the brand.

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