THE ASK
THE ASK
India's automotive giant,
Maruti Suzuki, set out on a bold mission:
To turn their static digital portfolio into a
dynamic, personalised and customer-first platform that mirrored the brand's ethos.
India's automotive giant,
Maruti Suzuki, set out on a bold mission:
To turn their static digital portfolio into a dynamic, personalised and customer-first platform that mirrored the brand's ethos.
User-Research
User-Research
Experience Design
Experience Design
User-Testing
User-Testing
MARUTI SUZUKI: THE BRAND
With a Market Share of 39.4% (April 2025), Maruti Suzuki is a
household name synonymous with reliability, accessibility and
innovation, and continues to stand as India’s largest car maker.
However, its website didn't reflect that leadership.
For most Indians, their first car is a Maruti. That emotional connect is powerful.
-R.C. Bhargava, Chairman, Maruti Suzuki
"
SO, WHAT WAS NOT WORKING?
A Failing Digital Touchpoint
Maruti Suzuki’s website struggled with poor navigation, unengaging content, and a dated user experience- resulting in a 92 % drop-off rate by the end of the page.
2 Brands Blurring Into 1
2 Brands
Blurring Into 1
Arena and NEXA, their two sub-brands with distinct personalities, blurred into each other online. Their digital presence simply didn’t match their real-world identities.
Arena and NEXA, their two sub-brands with distinct personalities, blurred into each other online. Their digital presence simply didn’t match their real-world identities.
The Behavioural Barrier
Indian customers still trust showrooms and test drives over starting their journey online.
Shifting that mindset meant designing a digital experience compelling enough to change habits.
The Behavioural Barrier
The Behavioural
Barrier
Indian customers still trust showrooms and test drives over starting their journey online. Shifting that mindset meant designing a digital experience compelling enough to change habits.
Indian customers still trust showrooms and test drives over starting their journey online. Shifting that mindset meant designing a digital experience compelling enough to change habits.
A Failing Digital Touchpoint
A Failing
Digital Touchpoint
Maruti Suzuki’s website struggled with poor navigation, unengaging content, and a dated user experience- resulting in a 92 % drop-off rate by the end of the page.
Maruti Suzuki’s website struggled with poor navigation, unengaging content, and a dated user experience- resulting in a 92 % drop-off rate by the end of the page.
SETTING THE STAGE
Mapping out Maruti Suzuki's pre-sales landscape involved aligning with stakeholder goals, studying market trends, analysing competitor journeys, and evaluating traffic, behaviour and brand perception.
customer interviews
18
showroom visits
8
WHAT WE STARTED WITH
01
Heuristics Analysis
Key pages were evaluated and 26+ severe and 80+ major heuristics issues were identified across the Website.
02
Stakeholder Interviews and Dealership Visits were conducted to understand challenges and derive insights.
Qualitative Research
03
Competitor Analysis
Further, studied the digital presence of 5+ competitors with focus on user experience and key functionalities.
04
Trends & Best Practises
Finally, we looked at ongoing trends and best practises that we could adapt into our revamped design.
Qualitative Research
THE DISCOVERED GAPS
151
151
Total heuristic issues with 16 severed
issues in Maruti Suzuki Arena
Total heuristic issues with 16 severed
issues in Maruti Suzuki Arena
Need for better
product discovery
Need for better
product discovery
Personalised product recommendations is an emerging industry trend for a curated product discovery
Personalised product recommendations is an emerging industry trend for a curated product discovery
Core keywords
Core keywords
Core brand keywords are not
performing well in search engine rankings
Core brand keywords are not
performing well in search engine rankings
Unclear Car Portfolio
Unclear Car Portfolio
"
"
I went to the Maruti Suzuki site, but the info of the cars was really unclear. I ended up using Cars24 to actually get the details
I needed.
I went to the Maruti Suzuki site, but the info of the cars was really unclear. I ended up using Cars24 to actually get the details
I needed.
"
"
I should be able to quickly and easily share my car details and configurations with my friends and family for their opinion.
I should be able to quickly and easily share my car details and configurations with my friends and family for their opinion.
Requires immersive
and engaging imagery
Requires immersive
and engaging imagery
Outdated and static imagery with visual inconsistencies
Outdated and static imagery with visual inconsistencies
Unclear and confusing booking flows
Unclear and confusing booking flows
No system status, users feel lost while performing key processes.
No system status, users feel lost while performing key processes.
18+
18+
CTAs in a single fold.
CTAs in a
single fold.
CTAs in a
single fold.
Inconsistent
and broken navigation,
page repetitions
Inconsistent
and broken navigation,
page repetitions
Inconsistent
and broken navigation,
page repetitions
"
"
There is no compare
feature on the website! I thus prefer aggregators' sites for
easier comparison.
There is no compare
feature on the website! I thus prefer aggregators' sites for
easier comparison.
Now, that we had identified the gaps that we needed to bridge, it was time to derive 4 key insights that our design would cater to.
Simplification of complex processes- Users were more likely to engage independently when complex processes were broken into clear, guided steps.
Simplification of complex processes- Users were more likely to engage independently when complex processes were broken into clear, guided steps.
Booking a dream car is often a collective decision. Collaborating by sharing product details and gathering feedback would make decision making faster for Users.
A personalised and guided journey based on active recommendations and lifestyle choices, would go a long way, building confidence and trust in the decision of a User.
And finally- shifting gears from static content that a User would barely scan through to smart and conversational engagement points that would evolve along a User's phygital journey.
Booking a dream car is often a collective decision. Collaborating by sharing product details and gathering feedback would make decision making faster for Users.
And finally- shifting gears from static content that a User would barely scan through to smart and conversational engagement points that would evolve along a User's phygital journey.
WHAT THESE INSIGHTS CHANGED
We had our insights in place, but what did these mean for our experience, what did we do with them-
Actionable Insight / Challenge
Actionable Insight / Challenge
Users found key processes like- product exploration, booking a car, etc. overwhelming, leading to hesitation and dependance on offline support.
Users found key processes like- product exploration, booking a car, etc. overwhelming, leading to hesitation and dependance on offline support.
Buying a car is rarely a solo decision. Users often loop in family or peers to validate choices before moving forward.
Buying a car is rarely a solo decision. Users often loop in family or peers to validate choices before moving forward.
Buying a car is rarely a solo decision. Users often loop in family or peers to validate choices before moving forward.
A generic, self-serve experience left users unsure if they were choosing the right car for their needs.
A generic, self-serve experience left users unsure if they were choosing the right car for their needs.
How it showed up in the Digital Journey
How it showed up in the Digital Journey
Design Direction
Design Direction
Design Direction
Break complex, high-commitment tasks into guided, step-by-step journeys that build confidence and a sense of control.
Break complex, high-commitment tasks into guided, step-by-step journeys that build confidence and a sense of control.
Design the journey to support shared decision-making, without disrupting momentum.
Design the journey to support shared decision-making, without disrupting momentum.
Design the journey to support shared decision-making, without disrupting momentum.
Guide users with personalised cues and recommendations that build confidence and don't leave them second guessing.
Guide users with personalised cues and recommendations that build confidence and don't leave them second guessing.
• Streamlined processes that showed clear next-step cues and reduced cognitive load
• Contextual information surfaced only when needed, not all at once
• Streamlined processes that showed clear next-step cues and reduced cognitive load
• Contextual information surfaced only when needed, not all at once
• Easy sharing of cars and configurations
• Saved comparisons that travel across conversations
• Easy sharing of cars and configurations
• Saved comparisons that travel across conversations
• Easy sharing of cars and configurations
• Saved comparisons that travel across conversations
• Lifestyle-led prompts to narrow options
• Contextual recommendations shaped by inputs
and behaviour
• Clear reasoning behind suggestions to build trust
• Lifestyle-led prompts to narrow options
• Contextual recommendations shaped by inputs
and behaviour
• Clear reasoning behind suggestions to build trust
Users found it difficult to clearly differentiate between Arena and NEXA brands online.
Users found it difficult to clearly differentiate between Arena and NEXA brands online.
Make brand distinction obvious from the first interaction- visuals, content tone, navigation and the general experience.
Make brand distinction obvious from the first interaction- visuals, content tone, navigation and the general experience.
• Make Users aware about the 2 brands through Maruti's Corporate Website
• Set a distinctive visual language for both Arena and NEXA, while keeping the overall functionality the same
• Make Users aware about the 2 brands through Maruti's Corporate Website
• Set a distinctive visual language for both Arena and NEXA, while keeping the overall functionality the same
• Make Users aware about the 2 brands through Maruti's Corporate Website
• Set a distinctive visual language for both Arena and NEXA, while keeping the overall functionality the same
SETTING THEM APART: THE VISUAL STRATEGY
Arena and NEXA served different audiences and it was essential for the experience to reflect that.
Arena is the face of mass mobility- it is designed to cater to the
practical, budget-conscious Indian customer. It brings together the
legacy Maruti offerings like the Alto, Swift, WagonR, and Dzire.
Arena is the face of mass mobility- it is designed to cater to the
practical, budget-conscious Indian customer. It brings together the
legacy Maruti offerings like the Alto, Swift, WagonR, and Dzire.
Arena is the face of mass mobility- it is designed to cater to the
practical, budget-conscious Indian customer. It brings together the legacy Maruti offerings like the Alto, Swift, WagonR, and Dzire.
NEXA reflects Maruti Suzuki’s premium evolution. With a focus on design, technology, and experience, NEXA houses models like the Baleno, Grand Vitara, and Jimny.
Trustworthy
Dynamic
Robust
Trendy
Aspirational
Futuristic
Premium
Modern Elegance
Trustworthy
Dynamic
Robust
Trendy
THE NEXA EXPERIENCE
The NEXA Homepage
The NEXA Homepage
The face of the experience, the NEXA Homepage was meant to serve as a comprehensive overview of not just the Car Portfolio, but also of the other features it offers.
The face of the experience, the NEXA Homepage was meant to serve as a comprehensive overview of not just the Car Portfolio, but also of the other features it offers.
A Glimpse-
• Discover your perfect car
• NEXA offerings
• Locate your nearest dealer
• NEXA World
A Glimpse-
• Discover your perfect car
• NEXA offerings
• Locate your nearest dealer
• NEXA World
THE NEXA EXPERIENCE
Car Details' Page
Entry into the Maruti Suzuki Car Configurator
Entry into the Maruti Suzuki Car Configurator
A minimalistic approach with pointed information that engages the User to learn more about a certain car.
Register Your Interest for a certain car and have an Executive get in touch
Register Your Interest for a certain car and have an Executive get in touch
Allows the User to quickly navigate to a certain section
Discovery and exploration of the different Variants
Entry into the Maruti Suzuki Car Configurator
THE NEXA EXPERIENCE
Dealer Locator
Enables Users to effortlessly locate the Dealerships around them and schedule showroom visits and test drives.
Map-View on Desktop for Dealership hotspots
Dealership cards that provide relevant contact information
Map-View on Desktop for Dealership hotspots
Dealership cards that provide relevant contact information
Dealership cards that provide relevant contact information
Alerts to provide Users with real-time updates regarding their visit / test-drive
THE NEXA EXPERIENCE
THE NEXA EXPERIENCE
Help Me Select
A thoughtfully curated questionnaire that aids Users in choosing a car that best suits their lifestyle and needs.
A super efficient 5-step quiz that helps you decide
Quickly compare the top 2 or 3 cars that turn out to be a better fit for you
Retake the quiz or simply speak to an Expert in case of any further assistance
THE NEXA EXPERIENCE
Compare Cars
Compare cars at your fingertips when you feel confused about the better fit for you. Get a glimpse of each's Overview, Car Features and Technical Specifications.
Save and share with friends & family to know their thoughts!
Simply select 2 or 3 cars you want to compare and explore each in depth.
Simply select 2 or 3 cars you want to compare and explore each in depth.
Simply select 2 or 3 cars you want to compare and explore each in depth.
THE NEXA EXPERIENCE
Smart Finance
The Smart Finance flow aids Users in financing their dream car through loan offers applicable with different banks.
Designing for
edge-case scenarios
Designing for
edge-case scenarios
View the applicable offers available with different banks
View the applicable offers available with different banks
THE NEXA EXPERIENCE
E-Book
Once a customer has decided on the car they want to purchase, they can E-book it from the comfort of their home.
Booking Summary visible at every step for a quick glance
Booking Summary visible at every step for a quick glance
E-Book in just 3 simple steps
E-Book in just 3 simple steps
THE NEXA EXPERIENCE
NEXA World
Get immersed in the world of NEXA with its music, journey, lifestyle and philosophy. Read blogs, listen to music and subscribe to its newsletter.
LOOKING BACK
Learnings & Reflections
Revamping the Maruti NEXA Website marked my first step into the industry- the 10+ months journey taught me the big things like- problem solving, design thinking, explorations and presenting to clients, but also taught me the smaller things like- bringing finesse to my work, thinking about edge-case scenarios, working closely with Developers and not shying away from asking questions or even challenging things.
There are Seniors and Peers that have mentored me through every milestone of this experience which has shaped me as a Designer and made me more confident about my work. The constant back and forth with the Client taught me patience and the importance of looking at every conversation from an angle of logic and keenness to create a worthy experience.
Seeing the final outcome go live was a testimonial to the time, effort and collaboration put forth by an entire team of designers and is going to be etched as a very important part of my professional journey.
Revamping the Maruti NEXA Website marked my first step into the industry- the 10+ months journey taught me the big things like- problem solving, design thinking, explorations and presenting to clients, but also taught me the smaller things like- bringing finesse to my work, thinking about edge-case scenarios, working closely with Developers and not shying away from asking questions or even challenging things.
There are Seniors and Peers that have mentored me through every milestone of this experience which has shaped me as a Designer and made me more confident about my work. The constant back and forth with the Client taught me patience and the importance of looking at every conversation from an angle of logic and keenness to create a worthy experience.
Seeing the final outcome go live was a testimonial to the time, effort and collaboration put forth by an entire team of designers and is going to be etched as a very important part of my professional journey.
Revamping the Maruti NEXA Website marked my first step into the industry- the 10+ months journey taught me the big things like- problem solving, design thinking, explorations and presenting to clients, but also taught me the smaller things like- bringing finesse to my work, thinking about edge-case scenarios, working closely with Developers and not shying away from asking questions or even challenging things.
There are Seniors and Peers that have mentored me through every milestone of this experience which has shaped me as a Designer and made me more confident about my work. The constant back and forth with the Client taught me patience and the importance of looking at every conversation from an angle of logic and keenness to create a worthy experience.
Seeing the final outcome go live was a testimonial to the time, effort and collaboration put forth by an entire team of designers and is going to be etched as a very important part of my professional journey.
Contact Me :)
If something exciting is brewing ☕️, I'd love to collaborate!
Bangalore, India
+91 9916059432
lubhavni.chauhan@gmail.com
Contact Me :)
If something exciting is brewing ☕️, I'd love to collaborate!
Bangalore, India
+91 9916059432
lubhavni.chauhan@gmail.com
Contact Me :)
If something exciting is brewing ☕️, I'd love to collaborate!
Bangalore, India
+91 9916059432
lubhavni.chauhan@gmail.com
Hi, I'm Lubhavni (:
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