opel.xx user interface design study for mass market automotive site Author: Mark Sargent Agency: Zentropy Partner, McCann Worldgroup (now MRM Worldwide) Client: Opel Germany

1. 1
opel.xx / N*

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The challenge: to marry N* with opel.xx
• GM NorthStar program builds a common platform for B2C web
applications to leverage synergies globally
• Opel.xx entails a common UI Design Vision and offers a marketing
program capable of providing the competitive edge to sustain a 4-star site
and the leading edge to become a 5-star site
• Find opportunities to build a combined opel.xx / N* advantage into
upcoming paid for marketing and technical efforts
• Document all hidden efforts to make them transparent, accountable, and
measurable when needed

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What Northstar is about
• GM NorthStar programme builds a common platform for B2C web
applications to leverage synergies globally
• Common standards & frameworks
• Common core components & services
• Common hosting & operations
• Objective of NorthStar 5 (N*5): increase GME Online Marketing
capabilities by leveraging the N*3 solution (opel.de) for the other
European Opel NSC
• Increase average functionality, reduce overall cost
• Project Status: Plan/Define contracted, officially started

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What opel.xx is about
• Currently, different online “Look & Feels” exist throughout Opel Europe –
but consistency is required
• According to Opel Europe, none of the solutions has the desired “5 star”
quality
• More emotion, fresh thinking & “interaction” required
• Zentropy Partners Frankfurt pro-actively developed and presented
“Opel.xx” as integrated, consistent UI vision and marketing program
• Positive feedback from important stakeholders

5. 5
What opel.xx does
• Provides focus on marketing efforts
• explicit focus on product and brand
• build experience along the path of shopping, buying, owning
• provide countries with localized content, manageable by one
• allow for much needed tactical measures
• eliminate traffic poor areas
• cut redundancies within work intensive product information
• marry campaign efforts with carline
• recognize the user
• strengthen partnership with dealers

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What opel.xx does
• Provides focus on brand effort
• efficient market penetration through seamless integration of offline and
online efforts: one message, one voice, one experience
• product campaign and carline become one
• find Opel where you least expect Opel, fresh ideas for online media
• flexible responsiveness toward tactical measures

7. 7
Immediate opportunities to implement opel.xx/N*
within upcoming marketing campaigns
• Big Bang Phase I, Deutschland macht den Opel Test, Germany only
• Big Bang Phase II, have the following lined up for European roll-out
• dedicated homepage incl. catwalk, sidewalk, big band wallpaper
• opel.xx dashboard incl.
Homepage ‘sidewalk’
• test drive registry
• dealer locator Europe wide?
• Brandstreets (carline)
for all tested models?
• Opel.de Refresh
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8. 8
Opel.xx exemplified, differentiating Factor 1:
Focus on Product and Brand
– Opel cars
• The Catwalk – intuitive product launchermit ausgedruckt

9. 9
Opel.xx exemplified, differentiating Factor 1:
Focus on Product and Brand
– Opel cars
• The Catwalk – intuitive product launchermit ausgedruckt
Make it fun to find
Up front & current
with fresh ideas,
local news & events

10. 10
Opel.xx exemplified, differentiating Factor 1:
Focus on Product and Brand
– Opel cars
• The Catwalk – intuitive product
launcher
• Brand Streets – campaign colored,
highly interactive carlines
mit ausgedruckt

11. 11
Opel.xx exemplified, differentiating Factor 1:
Focus on Product and Brand
– Opel cars
• The Catwalk – intuitive product
launcher
• Brand Streets – campaign colored,
highly interactive carlines
mit ausgedruckt
Rich media experience
within flash container

12. 12
Opel.xx exemplified, differentiating Factor 1:
Focus on Product and Brand
– Opel cars
• The Catwalk – intuitive product
launcher
• Brand Streets – campaign colored,
highly interactive carlines
• We Build Your Car –integrated car
configurator, dealer locator
mit ausgedruckt
Sample GTC: change
color while driving
Sample Dealer CD:
hands on
Sample opel.xx:
fully integrated

13. 13
Opel.xx exemplified, differentiating Factor 1:
Focus on Product and Brand
– Opel cars
• The Catwalk – intuitive product launcher
• Brand Streets – campaign colored, highly interactive carlines
• We Build Your Car - integrated car configurator, dealer locator
mit ausgedruckt
Sample GTC: change
color while driving
Sample Dealer CD:
hands on
Sample opel.xx:
fully integrated
Configurator
fully integrated
in campaign world

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Opel.xx exemplified, differentiating factor 2:
Respect & value the customer
– Opel owning
- Personal Information - automated storage and information.
- Language Chooser - enjoy opel.xx in your native language.
- Bonus System - integration with Opel Card as it becomes available,
incentive system

15. 15
Opel.xx exemplified, differentiating factor 2:
Respect & value the customer
– Opel owning
• Personal Information - automated storage and information
• Language Chooser - enjoy opel.xx in your native language
• Bonus System - integration with Opel Card as it becomes available,
incentive system
Language selector

16. 16
Opel.xx exemplified, differentiating factor 3:
Encourage local content
– Opel news
• The Dashboard - centralized area for localized, short term tactical content
• The Dashboard Editor - straight forward editor for NSC’s content
management
mit ausgedruckt

17. 17
Opel.xx exemplified, differentiating factor 3:
Encourage local content
– Opel news
• The Dashboard - centralized area for localized, short term tactical content
• The Dashboard Editor - straight forward editor for NSC’s content
management
mit ausgedruckt
Tactical measures
made easy for countries
Fresh ideas
accessible from hp
NSC Home Page NSC Dashboard

18. 18
Opel.xx exemplified, differentiating factor 3:
Enable localized content: The Dashboard Editor
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Overview
Dashboard Brand Street Owning

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Dashboard Brand Street Owning
Innovate
Overview

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Dashboard Brand Street Owning
Impress
Innovate
Overview

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Dashboard Brand Street Owning
Innovate
Impress
Make friends
Overview