Product pages play a critical role in introducing customers to our vehicles, helping them understand the offerings, and inspiring them to make a purchase. While our truck and SUV share the same platform and architecture, their target customer segments are distinctly different. Truck customers tend to be more male, less likely to have children, and often have outdoor hobbies involving gear like bikes or camping equipment. On the other hand, SUV customers are more likely to be female, family-oriented, and focused on spaciousness and practicality.

Recognizing these differences, we developed a new page hierarchy that emphasized product differentiation between the truck and SUV. Previously, the product pages for both vehicles were nearly identical, but we tailored the new pages to highlight the unique features of each model. For example, we prominently showcased the all-electric, seven-seater capability of the SUV, appealing to its family-focused audience. Additionally, we incorporated more lifestyle imagery, showing real people using the vehicles in relevant settings, which helped customers connect emotionally with the product.

The redesigned pages also improved usability by introducing a visual card layout, enabling customers to quickly scan a wealth of information and dive deeper into topics that interested them—a “snorkel then dive” approach. Furthermore, we ensured that a clear link to purchase was always present, seamlessly guiding users from exploration to conversion. This approach not only enhanced product understanding but also helped customers quickly identify the unique value propositions of each vehicle.