Designing The Perfect Host, a vision for the global platform of Rolls-Royce Motor Cars
Rolls-Royce is a brand known for its craftsmanship, innovation and superb attention to detail among many other things. It is a staple of British automotive, a household name, a pinnacle of creativity. Its digital presence was overdue for a complete overthink and in back in 2019 I was lucky enough to lead the redesign which was coined The Perfect Host.
By reframing the audience as individuals first and foremost, Rolls-Royce can now deliver hyper-personalised customer-centricity, where creativity appeals to the characteristics of each individual.
The Perfect Host is a vision for the global platform of Rolls-Royce Motor Cars. A vision that makes the website revolve around the visitor and, with a help of some clever behaviour tracking, serve relevant content and call to actions when and where necessary.
The website acts as an effortless continuation of those initial conversations for millions of visitors each year, noting each individual patron’s provenance and serving content based on their behaviour. Rolls-Royce fans are entertained and enlightened, and prospective patrons are identified and pre-qualified for nurture with private one-to-one conversations.
Social networks play an important role in brand's communication by being a point of entry and it was crucial to leverage and build on the brand's image. We didn't have to wait long to reap the benefits. The new social strategies were a massive success.
The necessity in building a design system was apparent, having in mind the dynamic nature of the site. Designing consistently and quickly is key. Design system was built in Sketch managed via Abstract.
Building on the success of the site's launch, it was decided to build a boutique section of the site which would offer patrons a range of accessories, ranging from bespoke collectables and all the way to bespoke-made luggage collections.
With almost a year of ongoing improvements, The Perfect Host has matured into a stronger platform with each iteration. Hundreds of updates – both visible and invisible – have led to lead generation targets continuing to be excelled.
platform code deployments
feature updates and refinements
lead generation increase
increase in dealer searches