Nissan Model Year ‘24

Context.

If you’ve ever worked in automotive, you know how hectic a new model year can be. For our lean team on Nissan Canada, model year ‘24 was coming in hot with a new look for the website—provided by our Nissan USA counterparts.

Dubbed Site Simplification, the new design system was more streamlined—loaded with components that kept content neatly organized and highly visual.

Here was the problem. The new layouts were a huge departure from the existing site. We had to re-write every vehicle landing page to suit them. And fast.

Opportunity.

Behind the scenes, Nissan had recently defined a new target customer: the life-long adventurer. The site redesign was a chance to tailor our vehicle stories to this freshly identified audience.

Insight.

Buying a car is an adventure in its own right. At the outset, you’re a fledgling car shopper, poking around the web, getting to know different brands. Toward the end, you’re steeped in third-party reviews, and conducting more serious research on OEM websites.

A good vehicle landing page meets you where you’re at in your adventure. It offers a little romance up front, scannable highlights for the window shoppers, and clear avenues to richer detail for the serious intenders.

Idea.

Site Simplification wasn’t just about rejigging content—it was about removing barriers between us and the life-long adventurer. Working within the new look and feel, we carved out adventurous niches for each model—weekend getaways, thrilling performance, everyday excitement and more.

We standardized our vehicle stories to deliver clear, scannable snapshots of what each model stood for, using interactive components for detailed specs. As we moved from model to model, we kept tightening the screws. This wasn’t just simplification. It was optimization.