challenge
Suzuki’s digital ecosystem had grown organically over years—leading to: Inconsistent UX across Cars, Motorcycles, Marine, and All-Terrain vehicles. A disconnected customer journey that didn’t reflect real-world buying behavior. Siloed digital tools, overlapping CMS instances, and inefficient development pipelines. Customers facing information gaps, visual inconsistencies, and unclear calls-to-action at critical moments. The need to design for multiple customer mindsets: emotional, technical, comparative, and adventure-driven. → The hidden challenge: unify brand, content, and experience across diverse audiences, products, and platforms. Without losing what makes each unique.
Client
Suzuki
Format
Multichannel
ACTION
I led Suzuki through a full redesign and delivery of their end-to-end customer experience—anchored in research, scalable systems, and measurable outcomes. Customer Research Across Channels Immersed in all four product environments: observing behaviors online, in showrooms, and with dealers Identified distinct decision-making patterns per segment (e.g. 360° imagery and emotional visuals for bikes vs. data comparisons and sizing for cars) Used sketch wireframes and live testing to validate assumptions—e.g. discovering “vehicle size comparison” as an early friction point in the car-buying journey Design System & Technical Strategy Created a unified pattern library and design system, delivering a 75% consolidation of Suzuki’s digital templates Designed six modular page types that flexed across all product lines, ensuring consistency without sacrificing brand nuance Integrated UX and tech teams to define a shared CMS architecture for easier maintenance, localization, and faster time to market Experience Continuity from Online to Dealer Designed the journey to seamlessly transition users from web to showroom e.g. “Send to Dealer” CTA kept users in-flow while creating qualified leads Developed in-dealership configurators that mirrored online UX, ensuring familiarity, clarity, and faster decision-making at point of sale Ensured the platform supported localized dealer marketing while maintaining brand control
RESULTS
+37% increase in automotive test-drive requests +48% YoY growth in motorcycle website leads Dealer and customer feedback highlighted increased satisfaction, clarity, and conversion across product lines Internal marketing and engineering teams able to reuse patterns—reducing future development effort and rollout time The platform is now a scalable foundation for future digital offerings, localized markets, and campaign integration “Never have I had so many positive comments about how fantastic our new website looks and works. The end product is beyond our expectations.” — Katie Palmer, Suzuki
LEADERSHIP LENS
This project called for systems thinking, emotional intelligence, and delivery discipline. I led with: Clarity – Structured research to reveal the true needs of each product segment, translating those insights into scalable UX components Cadence – Aligned cross-functional teams around a phased rollout with repeatable assets, keeping momentum without sacrificing quality Care – Respected the unique identities of each Suzuki division, designing not for uniformity but for harmonized brand expression Suzuki didn’t just need better UX. They needed a way to unify their brand, empower their teams, and serve every customer, on every channel, every time.
