| Abstract |
The study aims to demonstrate how the use of the design process can align a brand\'s strategy with the interests of its target audience through a digital product based on a case study. Currently, Lexus internal studies show that there is a possibility to meet the needs of new audiences, beyond the traditional ones (men, 50+). In order to achieve this goal, the following objectives have been defined: communicate the brand and its cars\' main values and philosophy, namely ecology, economy, safety and comfort; promote its services and products; and design an interface that guarantees users easy, pleasant and attractive navigation. The work process consisted of identifying the brand\'s strategy and values, identifying users, analyzing the main competing brands in the market, and designing a prototype within the framework of User-Centered Design, for which it had to address crucial issues such as the application of character models, UX and UI design, the creation of wireframes and user flows, interface design and the development of usability tests. The results demonstrate that it is possible to align the strategic interests of brands with the needs, objectives and expectations of users in a context of increasing global concerns of citizens related to reuse and sustainability. In this sense, it is vitally important that brands adopt Design processes in order to converge their own brand interests with people\'s demands. © 2020 ASTES Publishers. All rights reserved. |
