Thor Motor Coach
- Creative Direction
- UX Research
- UX Design
- UI Design
Headless Website Redesign
Thor Motor Coach is the leading motorhome brand in North America, for customers seeking a premium RV experience with their roaming “dream home.” The brand needed a website that reflected its position as a luxury RV manufacturer while engaging customers with a seamless, immersive experience. I worked as Creative Director alongside Zaneray’s design, research, and development teams to craft a new headless experience.
The new website introduced shopping tools to drive conversion and allowed customers to envision themselves within the RV lifestyle that comes with ownership of a Thor Motor Coach. Since the initial launch, Thor Motor Coach has maintained a multi-year partnership with ZaneRay, where I have continued to lead creative strategy for ongoing website optimizations and new feature implementations.
Information Architecture
The site's information architecture prioritized customer needs and pain points during the RV buying process identified in early research. User flows were carefully crafted to consider the customer’s level of RV experience and ownership. The navigation prioritizes natural product discovery and educating customers about different RV types, with the ultimate goal of placing them with a motorhome that perfectly matches their lifestyle.
User Experience
With an extensive range of motorhomes, ensuring users could easily differentiate between models and floorplans was a key driver of the shopping experience. Various tools were implemented on the site to allow robust product comparison and filtering while considering lifestyle needs. Usability testing was conducted throughout the design process and post-launch to validate that the product data presentation and experience resonated with customers. The end result was a seamless experience that directed users through the sales funnel at each step of the customer journey.
Driving Lead Generation for Dealers
ZaneRay’s engineering team worked closely with Thor Motor Coach to integrate real-time inventory data from dealerships directly into the website. This feature allows users to filter inventory by class and model, helping them find available units in their area with ease. To further boost lead generation for TMC dealers, strategic calls to action to “Find Inventory” were woven throughout the user journey. Additionally, usability testing was conducted to validate the user experience, ensuring the site was optimized for both usability and conversion.
Immersive Model Showcases
Reimagined model pages serve as a virtual tour for each RV, showcasing everything from technology features to interior decor options. Rich video content and image galleries capture a sense of adventure and help users select a model that best fits their lifestyle.
Effortless Floorplan Discovery
Powerful filtering informed by usability testing distills the complex floorplan catalog into a highly shoppable experience. Users can browse by features such as class and fuel type to decide which floor plan is right for them and use the compare tool for specifications across the product line.
Guiding Owners Education
An in-depth owners resource guide was created to house an extensive library of video and blog content tailored to the RV lifestyle, ownership and maintenance.
