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Winning Honda—Architecting a Enterprise Transformation Pitch

 

Timeline:

4 weeks

Team:

20+ person agency pitch team (spanning art directors, strategists, UI designers, and account directors)

My Role:

UX Lead (Pitch Strategy & Narrative)

 

Overview:

As UX Lead on a massive 20+ person agency pitch team (spanning art directors, strategists, UI designers, and account directors), I spearheaded the core strategic foundation and narrative that won us the Honda enterprise account. While the wider team executed design, branding, and account strategy, my direct ownership centered on a rigorous diagnostic heuristic evaluation and a high-impact storytelling demo that proved our vision for a connected Honda ecosystem.

 

The Pitch Challenge

Honda’s digital presence was heavily siloed across properties like Honda.ca, dealer networks, and product lines, resulting in a fragmented experience. To beat competing agencies, we needed to prove we didn’t just understand tactical website fixes, but could architect a complete, multi-year digital transformation that leveraged Honda’s greatest asset: deep customer trust.

 

My Core Contributions & Impact

1. Deep Heuristic Evaluation & Custom Diagnostic Framework

To establish immediate credibility with client leadership, I conducted a rigorous heuristic evaluation of Honda's current digital experience and developed a custom-tailored diagnostic framework.

  • Targeted Pain Points: Focused heavily on areas known to cause friction and drop-off: cross-brand navigation, personalization, the MyGarage user portal, and dealer integration.

  • Actionable Recommendations: Delivered sharp, strategic recommendations for each domain, proving our deep domain expertise in the automotive space before we even stepped foot in the room.

 

2. The "One Connected Honda Ecosystem" Storytelling Demo

I conceptualized, wrote, and iteratively refined the central pitch narrative—stressing-testing it against leadership feedback until it became the emotional and strategic anchor of our presentation.

  • Real-World Journey Mapping: Demonstrated how a customer would actually engage across real-world scenarios and lifecycle phases: discovery, consideration, entry, ownership, second purchase, reinforcement, and lifestyle triggers.

  • Expanding Share of Wallet: Strategically leveraged Honda’s brand trust to show how the digital experience could encourage existing car owners to look no further than Honda for lifestyle and utility purchases—such as lawnmowers, dirt bikes, and boat engines—all managed through a unified MyGarage portal.

  • Omnichannel Touchpoint Integration: Wove all customer touchpoints seamlessly into the story, including paid media, the core website, financing steps, and physical dealership interactions to prove a continuous, lifelong relationship.

 
 

Pitch Outcome & Business Impact

  1. Secured the Enterprise Account: The combination of rigorous data-backed evaluation and a compelling, human-centered ecosystem narrative directly convinced Honda leadership to award the account to our agency.

  2. Unified Multi-Disciplinary Execution: Successfully translated complex strategic insights into a clear vision that aligned our 20+ person agency team (art direction, UI design, strategy, and account leadership) around a singular, winning pitch direction.