Overview

McLaren is the pioneering supercar brand. Their cars are not typical consumer cars and are only accessible to the most affluent of audiences. For that reason, McLaren's ambition is to revolutionise the way their cars are bought and owned, and they see digital experiences being the opportunity area with the highest potential to disrupt the automotive industry.

I worked with McLaren over a number of projects including a platform redesign, development of an owner's app, and a redesign of their dealership digital experience.

Objectives

McLaren's primary objective was to create a direct relationship between the brand and the consumers through branded digital experiences.

Outcomes

Through research, I defined the insight that drove all digital experiences for McLaren. Because their target consumer is one of the highest earning audience, the thing they value most is access and exclusivity. McLaren's digital experiences should on every level support or create the sense of belonging to an elite group of owners.

Role

Lead Strategist

Strategy defining the digital brand, User Experience, and CRM approach

Activities

Workshop facilitation, guerrilla research, insight building, creative briefing & concept development

Team

Creative: Laurens van Schijndel
UX: Krysa Robertson
Design: Julius Simon