Penske Corporation
I redesigned Penske’s corporate website by keeping it simple, user-friendly and on brand. This highly functional website was tailored to the varied demands of Penske’s multiple business units.
Task
Guide users to individual company pages while providing a concise overview of Penske Corp.
The Penske Corporation was looking to migrate their site from an internally coded site over to a WordPress hosted site with responsive display capabilities. They liked the general look/feel of the existing site. However, they were open to redesign ideas. Additionally, the website had to feature original design elements while keeping with the feel of the Penske brand.
Penske Corporation required a site that:
- Can quickly direct user to company information.
- Strengthens the Penske brand by providing a modern, corporate web presence.
- Is responsive and mobile-friendly.
- An easy to access/update CMS (Content Management System).
- Offers relevant corporate and subsidiary company information.
Tasked with revitalizing the Penske corporate website, our objective was to craft a digital presence that mirrors Penske’s commitment to excellence and innovation. This entailed not only a visual facelift but a complete overhaul of the user experience to ensure accessibility, engagement, and information delivery were at the forefront.
To effectively redesign the Penske Corporate website, I started with a needs analysis session between myself (Creative Director) and the Senior Designer. Here and with the guidance of the notes taken during a kick-off session with Penske Corporation marketing executives, we identified the key elements of the website, different user types, and all necessary calls to action.
Considering the comprehensive range of features and content required for the project, I meticulously crafted a detailed site map that outlined the foundational structure of the website. This included organizing the information hierarchy to ensure a logical flow, facilitating ease of navigation for users, and aligning the layout with the strategic goals of the project to enhance user engagement and satisfaction.
After approximately 3 rounds of iteration the final hi-fidelity mockup was approved. The website was then built on WordPress.
Impact
The redesigned Penske corporate website set a new standard for the brand’s digital presence, marked by:
- Enhanced user engagement and longer visit durations, indicating a more compelling and navigable website.
- Improved conversion rates, with a noticeable increase in inquiries and service uptake directly from the website.
- Positive feedback from stakeholders and users alike, praising the site’s professionalism, ease of use, and aesthetic appeal.
Reflection
This project was a testament to the power of thoughtful design in amplifying a brand’s digital footprint. It reinforced the importance of understanding user needs and leveraging design to meet those needs, paving the way for a more interactive and satisfying online experience.