Inventing the next brand experience in digital sphere

LEXUS wanted to reimagine their consumers' experience on their website during the launch of the new NX. We helped create a digital experience that matched Lexus's elegant and ergonomic style.

Mobile First, done for the Premium

UX design was required to capture the design, drive, functionality, and brand value of a luxury car on a small screen.


A digital experience that is as comfortable to operate and inspiring as driving a LEXUS car.

Data-driven navigation layout

To design a structure that made it easier for users to compare a variety of detailed car model information, we prioritized posted information and the navigation layout based on data.

An inspiring digital experience

Our priority was to convey the best of the product itself in terms of design, driving dynamics, functionality, and technology. We achieved this with the use of impressive visual design and smooth website animation techniques.

Guidelines serving the foundation of the brand identity

Created design components that will grow with the brand. Achieved a consistent brand appearance, even if the design team involved changes.


Transition rate+

Increased site traffic and transitions to car model information (figures not disclosed)

3 conversion indicators+

Increases including a growing number of customers requesting budget estimates (figures not disclosed)

Our Role


  • Primary Research
  • Stakeholder Interviews
  • Concept Design
  • Data Analysis & Direction

Digital Product

  • User Experience Design
  • Interface Design
  • Prototyping


  • Photography Direction
  • Implementation Supervisor

Next up

Sanitizer from MEIRI