Subaru
Global Redesign and Navigation

  • Client
    Subaru
  • Agency
    Carmichael Lynch
  • Role
    UX Designer / IA
  • Projects
    Subaru Global Redesign
    Navigation Strategy IA
    Design System
  • Industry
    Automotive

Project Overview | Global Site Redesign

Carmichael Lynch brought me on to lead research, navigation, and information architecture as the foundation for Subaru's global site redesign. Working as part of the agency team, I collaborated closely with cross-functional partners across design, development, and strategy to shape a scalable, modern site architecture.

As the UX and IA lead, I drove data-informed research and navigation design while laying the foundation for Subaru’s design system; I partnered closely with the creative team to show how a design system could support and elevate their work rather than limit it. By building shared understanding and trust, I helped establish consistent patterns and standards across the creative team, creating a stronger, more unified experience for both designers and users.

Key Contributions: UX Designer / IA

I leveraged the full UX process—from wireframes to content audits—to build the foundation of Subaru’s Design System. I led its initial setup and pattern categorization, and evangelized Design Systems through workshops and cross-team collaboration, ensuring adoption throughout the creative team.
I led the information architecture and navigation design, using card-sorting, digital analytics, and content strategy to optimize customer connections. The redesign focused on data-driven marketing, UX best practices, and streamlining a once disorganized global site into a cohesive, modern experience.
I conducted in-depth UX competitive analysis, heuristic evaluations, and detailed content audits across all Subaru digital properties. Through collaborative workshops and brainstorming sessions with cross-disciplinary teams, we shaped a user-centered vision for the brand’s digital experience.

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Driving Innovation for Subaru

The Subaru.com redesign implemented UX best practices to wrangle an unwieldy, disorganized global site, built from content from multiple vendors, into a relevant modern refresh.

  • Conducted research and competitive analysis
  • Facilitated cross-functional workshops and brainstorming sessions
  • Detailed content audits across all Subaru digital properties
  • UX wireframes, documentation and design standards
  • Established initial design system structure and pattern categorization
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