Lexus Membership Digital Magazine

It's a large site with many content and landing pages. This case study covers the early design process and the decisions that shaped it.

Lexus is a luxury car brand, and its customers expect a lot. The Lexus Card service gives members exclusive news, campaigns, and benefits. About 85% of them use it on a smartphone.
Our goal was a mobile-first site that reads like a premium magazine and still looks unmistakably Lexus.

• Design mobile-first.
• Make it feel like a site built just for Lexus customers, and make it a pleasure to use.

We used User-Centered Design and A/B testing to guide the design and check key interface decisions.
First we learned about users' backgrounds, habits, and daily routines. Then we turned what we found into design problems, explored concepts, and iterated.

Design Iteration

Analysis and Insights

We made two versions of the top page, one black and one white, then compared usability and how easily people reached content to see what needed work.

1. Introduced a new accent color

We added gold as an accent color. Used only on interactive elements and highlights, it made key actions stand out and added to the premium feel.

2. Simplified the layout and content hierarchy

We moved to a single-column layout so the page is easier to read and scan. Centered section titles gave the page a steady rhythm and clearer breaks between sections. This change increased scrolling and reading speed by 400%, so users got through a lot of editorial content much faster.

The result is one consistent, premium magazine platform. It's now connected to thousands of Lexus websites and uses two design languages: one for logged-in members and one for regular visitors. Members get more personalized stories, plus extras like exclusive gifts.