Experience Design / Brand Experience
LEGACY · LUXURY · LOYALTY.
Lexus is a global luxury automotive brand built around craftsmanship,
technology and continuous improvement.
Project Overview
DESIGNING THE SYSTEM BEHIND LEXUS
Client: Lexus
Agency: Publicis Groupe · Team One
Role: Experience Strategy · Interaction Design · UX Strategy · Motion · Prototyping · Visual Storytelling
Contributions: Competitive Research · Experience Concepts · Interaction Design · Prototyping · Visual Storytelling
Lexus Design System Audit
I evaluated the Lexus.com experience through a systems lens, identifying opportunities to improve consistency, accessibility, scalability and cross-functional efficiency.
By following this Kaizen-inspired approach
1. Users can easily switch between primary, secondary, and tertiary buttons.
2. Button corners and interactions reflect the Lexus premium aesthetic.
3. All states (hover, active, disabled) behave predictably across the site.
4. The updated components are ready for future product expansions.
Kaizen Approach to Updating CTA Buttons for Lexus Design System
Overview:
- Define Clear Requirements and Specifications
- Goal: Ensure every design decision is intentional and future-proof, supporting both immediate needs and scalability.
- Review current Style guide and design principles. Identify key user experience goals, such as Lexus’ brand tone (luxury, precision, innovation) and user expectations.
- Review current Style guide.
- Prototype complex functionality:
- In the design phase, use interactive prototypes to visualize more advanced UX patterns and component behavior.
- Define detailed specs
- For components, such as padding, spacing, font sizes, and interactive states. Include documentation that’s easy to interpret for cross-functional teams.
- Design for scalability
- When building the new or update existing components, we need to anticipate future needs by considering various states, like hover, active, and disabled states.
