For 2013, Chrysler asked us to completely overhaul the mobile experience for each of their five brands: Jeep, Dodge, Ram, Fiat, and Chrysler. The automotive industry certainly has its own lofty language—brands as storied as Dodge and Jeep are difficult to talk about in a few words. But the mobile form factor demands less sizzle and more steak, so it was my job to make sure the essence of the messaging stayed true, even if it required truncating, for each and every one of these five sites. As you can imagine, there was a great deal of content to wrangle for each make and model, let alone the many special editions. I worked closely with design lead Brad Neal and our UX team to ensure that information would be accessible and engaging for customers.
