INEOS Automotive Limited (IAL) are building a serious off-roader, the INOES Grenadier, from the ground up. EPAM have two key teams bringing the INEOS Grenadier digital experience to life.
Our product team are responsible for longer term initiatives, including the vehicle configurator, the associated account generation, reservation and purchase journeys. I lead the design for the digital marketing team, covered every other aspect of the experience, including the overall site structure and IA, home and product pages, driving subscriptions and introducing new areas to cover partnerships, events and everything inbetween.
The Grenadier product page showcases new and exciting vehicle features. By adding interactive vehicle highlights, deep-dive information and short videos into an easily consumable page, we helped drive more visitors through to configure and ultimately order their Grenadier, helping smash sales targets.
Our job was to ensure that all site content, such as marketing campaigns, competitions, subscription take up, product page and partner information met the high quality standard demanded in this competitive automotive market.
Whilst the first production Grenadier is still to arrive with customers, the Grenadier website is a key channel for 4x4 enthusiasts to learn and engage with the brand. Our experience design reflects the rugged, tenacious and innovative personality of the INOES Grenadier.
Consulting with the IAL senior product, brand and marketing teams, we’d bring to life campaigns that would evolve over time, such as the Building the Grenadier video series, The Grenadier VS development programme or the popular Final Mile series.
We’d keep our content and development teams busy with new and exciting content, to an aggressive schedule of launch, marketing & CRM activities. In the example below, you can see how we approached optimising every aspect of the experience, including driving more Grenadier subscriptions, where enthusiasts could follow the Grenadier journey, from their inbox.
New vehicle features were often teased then revealed on the website, culminating in a ‘Grenadier Day’ release of a finalised price, specification, special editions and service and buying information - a huge chapter in the story of the INEOS Grenadier.
I undertook this project with the amazing team at EPAM. If you’d like to know more about this project or enquire about working with EPAM, please get in touch.