Lincoln - Micah Lindenberger

Lincoln Digital

Lincoln.com sought a fresh experience to engage shoppers with their latest luxury lineup. My mission was to redesign the popular “Build and Price” feature, where users customize and bring their dream Lincoln vehicle to life.

Lincoln.com needed a new experience to educate shoppers on luxury brand’s latest vehicle lineup. My mission was to redesign “Build and Price,” a highly trafficked part of the site where users create and customize their dream Lincoln vehicle.

The Challenge

Working with a small digital team, my goal was to create a responsive and user-friendly experience that made it easy for users to explore pricing and key features—while also bringing the spotlight to the core feature: enabling users to customize their ideal Lincoln vehicle.

The Challenge

Working with a small digital team, my goal was to give users a simple and responsive way to digest pricing and other essentials -- but the hero feature was allowing users to customize their Lincoln car.

We conducted multiple rounds of user testing to pinpoint key user needs. The main takeaways were:

Clear, intuitive pricing – Users wanted an easy-to-understand pricing structure.
Customizable features – Users valued the ability to add specific features to their vehicle.
Seamless delivery scheduling – After customization, users wanted the option to schedule a delivery to their residence.

By reducing friction in the buyer journey, we saw a significant increase in customer engagement and car sales in A/B tests comparing the old and new experiences.

The redesigned “Build and Price” tool introduced cross-device functionality, allowing users to start customizing on web and continue on mobile. On mobile, a progressive dropdown enabled easy navigation, letting users move between steps to add or edit features and models. This seamless experience increased accessibility and flexibility for users.

A core initiative was developing a comprehensive, accessibility-focused style guide, which we transformed into a component library for key screens and detail pages. I led a Jr. Designer in creating an interactive guide with animations, hover states, and transitions. Additionally, we collaborated with marketing, art directors, and copywriters to plan a cohesive launch.

Project Team:

Micah Lindenberger - Art Director / Product Design

Natalie Cho - Art Director / Product Design

Paul Mathisen - Product Design

Hassan Karimi -User Experience

Heather Tafel - Project Manager