Case Study: Transforming Static Brochures into Interactive Digital Experiences
Overview
By directing the interaction design for an automotive client's WCAG 2.0-certified digital brochure, I contributed to creating an engaging user experience that resulted in 2.35 million visits, an average session time of 9.3 minutes, and 18 million microsite pageviews.
Challenge
Traditional static PDF brochures were limiting user engagement, offering a passive experience that didn't align with modern digital consumption habits. The client needed a dynamic, interactive solution to better engage potential customers and provide them with a more immersive way to explore vehicle features.
Additionally, accessibility was a key concern, as the existing format did not meet WCAG 2.0 standards, making it difficult for all users, including those with disabilities, to access critical information. The goal was to create an interactive, user-friendly, and fully accessible digital brochure that would enhance engagement while ensuring inclusivity.
Before: User were experiencing choice overload when visiting the Home page.
Approach
1. User-Centric Interaction Design
Developed intuitive navigation and interactive elements to enhance user engagement.
Ensured the design was responsive across various devices and screen resolutions.
2. Accessibility Compliance
Collaborated with cross-functional teams to achieve WCAG 2.0 certification, ensuring the digital brochure was accessible to all users.
3. Integration of Brand Elements
Incorporated signature brand elements into the navigation bar to maintain brand consistency and enhance user experience.
Outcome
High Engagement: The interactive digital brochure attracted 2.35 million visits, with users spending an average of 9.3 minutes per session.
Increased Pageviews: The microsite garnered 18 million pageviews, indicating deep user engagement with the content.
Enhanced User Experience: The transformation from static PDFs to interactive digital formats provided users with a more engaging and informative experience, aligning with their research behaviors.
Key Takeaways
Interactive Design Drives Engagement: Transforming static content into interactive experiences can significantly boost user engagement metrics.
Accessibility is Crucial: Achieving WCAG 2.0 certification not only broadens the audience but also demonstrates a commitment to inclusivity.
Brand Consistency Enhances User Experience: Integrating brand elements thoughtfully into the design reinforces brand identity and improves the overall user experience.