Creating a harmonious multichannel experience for Lloyd Motor Group

Lloyd Motoring Group were looking to find a digital partner to help them bring their company vision to life online: to be seen as world-class retailers in their industry and deliver next-level customer service.

With their own in-house team of developers, LMG were searching for a website agency to support their new build alongside their own team. We worked in collaboration with LMG, supporting them with discovery, UX, Design and UI Build. When it was time for their team to take over the build we remained closely involved throughout, using support days to help their team navigate parts of the build our team had designed.

The automotive industry has a unique buyer journey. With a considerable research phase taking place long before a customer enters a showroom, Lloyd Motor Group wanted to ensure that their website provided a seamless user journey helping their audience transition from online to in-person. Creating a harmonious multichannel experience was vital; their audience needed to be able to engage with their brand across digital or in-person, no matter what stage of the purchasing journey they were at.

The new website needed to deliver a clear, intuitive navigation and provide the user with an optimal experience onsite. It was imperative that we created a design that reflected the premium nature of LMG, with a stylish interface helping to differentiate them from their competitors.

From the offset, it was clear that usability and standing out from the crowd were our main priorities. Understanding how users were engaging with their existing site would help us begin to build a plan for their project. Running a research phase, we undertook a remote usability review to see what was working well on their website and where their users’ experienced issues. With the user still in mind, we delivered UX workshops that looked at personas, incorporating the M3 exercise (Mission, Mindset, Method) to help hone in on their target audience.

Wanting to better understand LMG position in the market a comprehensive competitor review was next on the agenda. Looking at core competitors and focusing on key pages, we gained valuable insight to help drive their website project into the next phase.

Research underway, we reviewed their current site structure. Putting their existing content components under the microscope, we restructured them based on our new understanding of their user requirements. Working closely with their in-house dev team, we drew up a new design based on our extensive research.

To support their internal team as they began building, we provided them with a full storybook link with all the components and templates within. Throughout the build the LMG team could lean on the IDHL team’s expertise, ensuring the project went smoothly.

Lloyd Motor Group now have a site that meets all their objectives. A robust site architecture that can be amended at ease has created a more seamless user journey onsite. From improved UX on used car pages to extensive filtering capabilities, customers have more information available to them on fewer pages, drastically reducing their time to conversion. We are now working with the LMG team on a retainer basis, helping to make further improvements and enhancements to their website.

After the launch:

""Throughout the website design and build, the communication and support from the team at NetConstruct was excellent. Throughout the project they consistently delivered with professionalism and creativity. It was very clear how passionate they are at what they do and the pride in which they deliver. They have been a great team to work with and I would happily recommend them to others."“

Craig Kirkpatrick, Head of Marketing, Lloyds Motoring Group