Valvoline Web Ecosystem: Designed for Every Driver
While at Questus in 2014, Brian led the creative strategy, UX, and design for an upgraded, fully responsive digital ecosystem for Valvoline.
Whether you're an experienced DIYer or a hands-off “DIFMer,” finding the right service for your vehicle online can be confusing. This platform was designed to simplify that journey—offering dynamic content and guidance based on each user's experience level, vehicle, and location.
With over 140 years of brand equity, the digital ecosystem was built to support consumers, retail partners, and franchise owners, extending Valvoline’s trusted service model across every digital touchpoint.
Platforms: Desktop, Web, Mobile, Tablet, App, Display, OOH, Social, Loyalty, Smart Packaging, On-Prem Collateral, Experiential.
Features: HTML5, Flash, Interactive, Animation, Video, Gamification, e-CRM.
Service, Simplified
Responsive Web Experience
Site experience dynamically adapts via search and user behavior.
From cars, motorcycles, or boats, simple, intuitive interactive elements drive scope education for all Valvoline products and services
Full of how-to content, the DIY Garage on Valvoline.com is the virtual workshop for everyone
Connected Touchpoints
Valvoline’s YouTube channel will be a central hub for all DIY tips, tricks, and instructions.
Facebook will pull YouTube content in to populate Valvoline's page.
Activating Influencers. Bloggers are the source that many people trust when it comes to car maintenance.
Racing. The real value of Valvoline’s racing sponsorship is the amount of high-quality content it generates. Pulling in content from popular publishers like People, ESPN, U.S. Army, and others will optimize search results and appeal to racing enthusiasts.
User-Centered Design System
Innovative products drive to Valvoline.com whether you're in the aisle or the garage
Virtual Assistant for Installer. A quick 3-step selection process tells us everything we need to recommend the right products and services for you. This helps position Valvoline as the trusted expert on total preventative vehicle maintenance, making installers' lives easier while educating them on the scope of our products.
Product pages that go beyond product information
Mobile Virtual Assistant. The Instant Advisor will be designed with optimized search results in mind. A quick 3-step selection process tells us everything we need to recommend the right products and services for you.
My Valvoline for B2C
Performance maintenance plan for consumers
Performance maintenance plan for fleet owners
Franchise & Retail Support
My Valvoline for B2B franchise owners. Education through gamification, rewards, and more.
Designed for Drivers. Built for the Brand.
This responsive ecosystem empowered Valvoline to reach customers wherever they are—with the right offer, service, or product at every turn.