Subaru

Subaru Global Redesign

  • Client:
    Subaru USA
  • Agency:
    Carmichael Lynch
  • Role:
    UX / Information Architect
  • Projects:
    Subaru Global Redesign
    Navigation Strategy IA
    Subaru UX Iterative Design
  • Industry:
    Automotive

As part of Subaru’s global site Redesign Team at agency of record Carmichael Lynch, I led IA and UX efforts—focused on navigation, design systems, and data-driven research—to shape the site’s architecture.

Project Overview: Global Site Redesign

Carmichael Lynch hired me to provide research, navigation and information architecture as a fountation for the overall Subaru site redesign. My expertise in research, navigation, and architecture laid the groundwork for Subaru’s website redesign.

Key Contributions

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.
  • Client:
    Subaru USA
  • Agency:
    Carmichael Lynch
  • Role:
    UX / Information Architect
  • Project:
    Subaru Global Redesign
    Navigation Strategy IA
    Subaru UX Iterative Design

Did this project overview spark your curiosity? There’s more to explore—UX insights, research readouts, wireframes, workshop highlights, journey maps, prototypes, and iterative designs are all part of the story. Reach out for credentials to dive into the full case study!

Driving Innovation for Subaru

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

  • Conducted research and competitive analysis
  • Facilitated workshops and brainstorming sessions
  • Detailed content audits of all Subaru digital properties
  • Detailed UX wireframes and documentation
  • Created initial design system structure and pattern categorization
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