In 2009, Nissan partnered with Zimmerman Advertising and Onit Digital to design and build a new digital platform – ChooseNissan.com – a national hub connecting shoppers to local dealers and promotional offers. The goal was to unify Nissan’s online retail presence, simplify the car-shopping experience, and create a single destination where users could discover new models, compare offers, and find local inventory.
As UX Director at Onit Digital, I led the design of both the information management system on the admin side and the presentation layer on the front end. The project demanded a seamless bridge between marketing content, dealer data, and user experience – ensuring every piece of information was accurate, timely, and engaging for both consumers and Nissan’s retail network.
HOW MIGHT WE
…design an intuitive, data-driven platform that empowers Nissan’s marketing and dealer teams to manage offers efficiently – while creating a fast, user-friendly experience that helps shoppers “choose Nissan” with confidence?
What we Did
Conducted discovery to understand complex data systems
Before any design work began, we performed an extensive discovery effort to map how data flowed from Nissan’s national offer systems to the regional and local levels. Using data flow diagrams, we visualized how information was ingested, transformed, and displayed – from corporate offer feeds to the consumer-facing site.
We designed a structure capable of presenting accurate APR, lease, and cashback offers down to the ZIP-code level – ensuring each visitor saw incentives relevant to their local DMA (Direct Marketing Area). This deep understanding of the data ecosystem became the foundation for both the front-end design and the back-end authoring experience.
Designed a cohesive experience for both customers and administrators
Our UX effort balanced two complementary goals: creating a frictionless experience for customers while empowering Nissan’s marketing teams with intuitive authoring tools.
On the front end, we designed a clear, responsive interface that prioritized key shopper actions – discovering offers, comparing vehicles, and locating nearby dealers. Content modules were structured to display offers dynamically based on location, so each visitor saw relevant incentives in real time.
On the back end, we designed an admin interface that enabled Nissan teams to input, edit, and validate source offer data with ease. This ensured the same level of accuracy and design integrity across hundreds of regional campaigns, while reducing the time required to publish or update offers.
Established a scalable design and data framework
Working closely with Zimmerman Advertising, we built a scalable UX framework that aligned with Nissan’s broader retail marketing model. Our modular system supported unique configurations for regional markets while maintaining national brand consistency. The design system and data structure together created a flexible platform that could evolve alongside Nissan’s campaigns for years to come.
The Result
The redesigned platform became Nissan’s central hub for all vehicle offer and marketing activity – transforming a fragmented system into a unified, data-driven experience for shoppers and administrators alike.
300% Increase in Lead Conversions
The new experience tripled online lead submissions, connecting significantly more shoppers to Nissan dealers nationwide.
Faster Offer Management
The admin tools streamlined the publishing process – reducing offer update times from days to hours while maintaining data accuracy across hundreds of regional campaigns.
Higher User Engagement
Streamlined navigation and location-based personalization increased visitor engagement and time on site, helping more users discover models and offers relevant to them.
Enduring Platform Value
ChooseNissan.com became the long-running digital home for Nissan’s national retail events, from Nissan Now to The Bottom Line Event, remaining a core component of the brand’s marketing ecosystem for over a decade.