MRM
Certified
Certified
Story Time
Digital Campaign /
Nominee
MRM
Digital Campaign
Nominee
With the advancements of open source frameworks and UX software, it’s an exciting time for Designers and Developers to do high quality work in a compressed timeline.- MRM Team
Q: Talk about your initial prototypes. How did those ideas change throughout design and execution?
A: Our idea started out as “The Certified Zone” – a place where a storyteller narrates life situations where Certified Pre-Owned vehicles reign. The stories started out whacky with a Twilight Zone vibe, and throughout the development, we tried things from more real, to more silly, to even considering the quirkiest of storytellers, Nick Offerman. Once we honed our stories and considered budget, we had a cross-discipline brainstorm and landed on an immersive storytelling web experience similar to Hulu and Netflix. The UX team used Axure to prototype and bring the interactions to life across many breakpoints. The prototype had many changes, but we made sure to keep the integrity of the original idea.What breakthrough or “a-ha” moment did you experience when concepting or executing this project?
We realized that when you tell a story, your imagination is the only boundary. So you can defy logic to, for example, have a narrator mouth other characters’ lines or have him jump in and out of scene, unbeknownst to the others. We also reimagined our strategy on how to be at the right place and the right time with the right type of content…depending on where the consumer is on their journey. As long as we were pushing boundaries, we knew the site also had to pay off all this whimsy with a happier vehicle shopping experience.