Website User Experience
Reimagining Subaru’s digital presence for the UK market.
Enhancing Subaru’s digital experience to inspire, inform, and engage drivers across the UK automotive market.
Subaru needed more than just a new website - they needed an online experience that captured their brand’s capability and reliability. We led the creative direction and user experience strategy for a complete transformation.
The result was a modern, mobile-first platform that made it easy for customers to explore models, compare options, and connect with dealers - strengthening Subaru’s position in a highly competitive sector.
The Brief
Develop a new digital experience that showcased Subaru’s core values - Safety, Capability, Reliability.
Create a modern, responsive design that worked seamlessly across devices.
Improve the clarity and structure of vehicle information to support purchase decisions.
Elevate Subaru’s brand presence to better compete with other premium automotive brands.
Our Approach
Our team led the strategic and creative direction, defining the structure, user experience, and look and feel of the new site. We collaborated with technical specialists to deliver a platform ready for launch at scale.
Discovery & Planning
In-depth competitor benchmarking and industry analysis.
Customer research, including dealership visits and persona development.
Workshops to align stakeholders around priorities and opportunities.
UX & Content Strategy
Mapped user journeys for key customer groups, from first research to enquiry.
Prioritised high-value content, like model comparisons and test drive booking.
Developed a clear, mobile-first site structure to support browsing and conversion.
Creative Direction & UI Design
Created wireframes and interactive prototypes to test ideas early.
Crafted a fresh visual identity for digital, extending Subaru’s brand with confident typography, purposeful layouts, and lifestyle-led imagery.
Designed flexible modules and components to support ongoing marketing activity.
Collaboration & Delivery
Partnered with technical teams to oversee build, integration, and deployment.
Ensured every detail—from micro-interactions to content hierarchies—was consistent and on-brand.
Key Deliverables
Full UX strategy and user journey mapping
Sitemap and content hierarchy
Wireframes and interactive prototypes
Digital brand development and design system
Responsive UI design for mobile, tablet, and desktop
Creative direction across all page templates
Results
A confident, modern website that better reflected Subaru’s brand and ambitions.
Simplified navigation and clearer calls to action across all devices.
Stronger differentiation from competitors in the SUV and crossover segment.
Positive feedback from both customers and internal teams.
“We’re delighted to be working with YST to build the new Subaru UK website. Their passion and expertise for all things digital and creative has been evident from the beginning and we’re excited to work with the team to deliver a website that will work much harder for us and deliver a great customer experience every time.”
Alexandra Bevan Lyons
Head of Marketing
Thinking about your brand?
Thinking about your brand?
Ready to elevate your digital experience?
Ready to elevate your digital experience?
Want to make your brand stand out online?
Want to make your brand stand out online?
Thinking about a website redesign for your automotive business?
Thinking about a website redesign for your automotive business?
If you’re planning a digital transformation, launching a new model, or looking to elevate your online presence, we’d love to help. As a Birmingham-based studio, we bring strategic thinking and creative design expertise to every automotive brief.