New FIAT homepage
About the project
The Nova Home FIAT project is a UX case study focused on solving real business and experience problems in a large-scale, high-exposure, and multi-stakeholder context, typical of automakers and large corporations.
The homepage contained a high volume of content, but without a clear hierarchy, making navigation, model discovery, and conversion difficult. The goal was to reorganize the homepage experience to make it more product-oriented, clearer for the user, and more efficient for the business, considering both desktop and mobile devices.
The work involved practical UX analysis, reading real traffic data, benchmarking with global competitors, user testing, and proposing a new information architecture and layout.
The challenge
The FIAT homepage had recurring user experience issues that directly impacted navigation and page performance.
Disorganized content with no defined hierarchy.
There is little visual guidance to help the user decide on the next step.
Excessive graphic elements hinder readability.
Similar components leading to different destinations.
The products receive little attention, despite being the main point of interest for the public.
The challenge was to make the homepage simpler, more scannable, and focused on the vehicles, without losing important institutional information.
My role in the project
I worked as a Senior UX Designer, with strong hands-on involvement and close collaboration with multidisciplinary teams.
My responsibilities included:
Heuristic analysis and evaluation of existing experience.
Diagnosis of information architecture and navigation.
Analysis of user behavior and interaction data.
Benchmark with global automakers and brands.
Conducting and synthesizing user testing.
Translating insights into actionable UX decisions.
Defining the new homepage structure and layout direction.
This role required a balance between strategic vision, practical execution, and alignment with business objectives, a common scenario in automakers, consulting firms, and large-scale technology companies.
Understanding the Audience and Market
Data analysis and research provided concrete inputs to guide strategic decision-making:
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Predominantly male audience
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Core age group between 25–34 years old
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Traffic concentration in São Paulo, Minas Gerais, and Rio de Janeiro
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Strong mobile usage dominance
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Highest interaction rates on the vehicle carousel and the “Cars” navigation menu
These insights confirmed that users primarily access the homepage to discover and compare vehicle models — rather than to consume institutional content.
Competitive Benchmark Insights
Benchmarking against national and international competitors revealed consistent patterns:
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Hero sections primarily focused on products, launches, and offers
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Clear vehicle categorization for easier browsing and comparison
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Institutional and after-sales content positioned as supportive rather than primary
This market analysis was essential to align FIAT’s digital proposition with user expectations and global best practices.
Project structure and information architecture
The new homepage architecture was designed to scale, maintaining clarity even with a large volume of content.
The structure was then organized into four main blocks:
Portfolio and offers: models, new releases, categories and deals.
Acquisition: Clear CTAs for MSC, inbound, and conversion.
Brand and community: institutional content and brand strengthening.
After-sales service: quick access, without competing with the product.
This organization reduces cognitive load, facilitates navigation, and creates a predictable experience, an essential requirement in large-scale digital products.
UX strategies adopted
Product as the protagonist in the first fold.
Organizing the models into clear categories.
Fixed emphasis on new releases and offers.
Reduction of visual noise and improved scannability.
Standardization of behaviors among components.
Clear separation between acquisition and post-sales content.
These decisions were guided by data, testing, and benchmarking, balancing user needs with business objectives — a common approach in consulting firms, automakers, and big tech companies.
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Before/after comparison.
Wireframes or final layouts.
Results and lessons learned
A clearer and more discovery-oriented homepage.
Better alignment between user intent and displayed content.
A structure prepared for growth and new campaigns.
Basis for standardizing the experience on internal pages.
Learning about how data and testing reduce subjective decisions.
This project reinforces my expertise in tackling complex problems with multiple variables and a direct impact on business, a recurring scenario in large companies.
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What this project delivers
Practical UX diagnosis of the FIAT homepage.
Recommendations based on data and testing.
New information architecture.
Visual and structural proposal for desktop and mobile.
Guidance for the future evolution of the website.