User EXPERIENCE (UX) LEAD
Race Technologies, LLC: official partner to Brembo for logistics and market management of the Brembo Sport/Performance, and Racing programs.
Brembo, S.p.A. is an Italian manufacturer of automotive brake systems, especially for high-performance cars (Ferrari, Lamborghini, Lexus, to Cadillac) and motorcycles (Aprilia to Triumph) based in Bergamo, near Milan.
My role: I worked with the CEO/founder throughout the entire UXR (User Experience Research) process from the research to concept/sketching, site maps, task flows, lo/hi-fidelity wireframes, to measurement.
“The comments section via social media is not a mandatory field, and it should be a reminder to myself and others to stay humble.”
Being research/data-driven, you can never know enough.
Three examples of how we connected people to Brembo
At RT, our objective was to “be the solution,” which meant RT’s role was to make the process of purchasing and servicing Brembo products as quick, simple, and enjoyable an experience as possible.
A Brembo 6-piston CNC’d nickel-plated caliper (I also shot this product).
1. The diversity and specialization of dealers and distributors
Developing the “dealer locator” feature always takes me back to when I bought my Cannondale bike. On the Cannondale website, they have their bikes segmented into “mountain,” “electric,” “road bike,” “urban,” and “women,” yet they have their dealers lumped all together. That made it hard to locate what I was looking for since their dealers do not carry the entire product line, and many of them specialize in one type of bike more than another.
That same diversity of products and dealers was a lot like the Brembo Performance market, which was identified through user and product segmentation research (we had a staff with a minimum of 8 years’ experience). The data we gathered contributed to the development of the locate-a-dealer functionality, which allowed the user to find a shop that specialized in having their Porsche set up for a track day or to find a tire and wheel shop for a routine pad/fluid change.
This may look simple, but it is also what makes it so effective because it depicts the Brembo aftermarket product segments’ intended usage.
2. Brembo has been a partner with Audi amongst many others
A marketing objective was to communicate Brembo’s capabilities, which was to juxtapose Brembo’s massive involvement in not only racing but also as an OEM supplier compared to the smaller and limited capabilities of other products in the market. To achieve this, one tactic was to have every “year, make, and model” search deliver a small brief on the product results page about Brembo specific to the “make” search, such as with Audi:
“Audi/Quattro GMBH and Brembo have had a long relationship, from supplying the original Audi R8C Le Mans Prototype all the way to the current R18 e-tron quattro. Brembo also supplies the Audi R8 LMS Ultra GT program as well. Brembo can be found on several high-performance OE Audi platforms like the Audi R8.”
3. From noobs, track rats, to industry pros
User-specific product descriptions: Content was designed to match the level of experience and knowledge of the user, so for the application lists, we designed the extent of information/terms to cater to dealers. Whereas general product information was aimed at users not as familiar with the products and product lines, so we focused on the benefits over citing extensive product specs like a “355mm disc diameter, 32mm disc width, 54mm annulus, 16mm air gap, and a 48 vane curved vane design.” That was replaced with “upgrade and replace your heavy 1-piece rotor with a lightweight 2-piece disc system: comprised of an aluminum bell and outer iron disc…”
None of this would have been possible if it weren’t for the collaboration of several people inside and outside of RT.
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One of my pics from Cicalvia in DTLA (below)