Lexus' L Studio - Webby Award Winner

The Challenge

Lexus is the top selling Luxury automaker in the U.S. and belongs to the global Toyota family, whose members together constitute the world's third-leading automaker. Lexus has a focus on innovation. Lexus wanted to encourage and inspire its audience to innovate in their own personal lives as well. Lexus launched their L Studio website to share a collection of original web clips from art, culture, design, science, entertainment, architecture, and beyond.

The previous L Studio site experienced less than optimal performance that prevented it from truly achieving 100% of the results that the team had hoped to achieve. The result was a decrease in support, participation and overall traffic to the site.

Some of the performance issues experienced:

• Less than optimal SEO
• Non-rigid data-structures allowing some videos or series to either have or omit attributes applicable to that video
• Inconsistent site performance
• Current web design and information architecture did not meet today’s requirements
• Less than optimal video quality 
• Difficult for content contributors to add videos as they always had to rely on technical people

The Solution

Team One (Lexus Agency of record) & Lexus selected the Oshyn team to help them address the issues facing the L Studio website. Oshyn and Team One partnered to deliver success. Team One provided a new design and information architecture, while Oshyn focused on the technical implementation.

The technical implementation came with many requirements and challenges:

• There was a requirement that no backend Java code was to be used— the site needed to be a completely static-HTML site served up by Interwoven Teamsite, using only client-side JavaScript and Ajax, even for the Search functionality.
• The client also required a very aggressive timeframe to complete the project.
• Oshyn mobilized quickly and in the coming months worked very closely with Team One to deliver a project that would meet the high standards of a major global brand such as Lexus.

The Results

The The new L Studio website was launched on time and has received rave reviews from Toyota, Lexus, their celebrity content contributors, and web visitors alike.

The SEO of the site was improved and is now in the number one spot in Google searches. The flexibility of the data-attributes and templates allow content editors to quickly upload and publish content without relying on technical staff.

Customer satisfaction has increased and web visitors can now easily find and experience the L Studio website, as it is the number one search result on Google.

Lisa Kudrow, one of the site’s celebrity contributors, won a Webby Special Achievement Award for her outstanding comedic performance in “Web Therapy.” The Webby Awards is the leading international award honoring excellence on the Internet.

About Lexus L Studio

Lexus is America’s best-selling line of luxury motor vehicles and belongs to the global Toyota family, whose members together constitute the world’s third-leading automaker. Lexus had a focus on innovation. Lexus wanted to encourage and inspire its audience to innovate in their own personal lives as well. Lexus launched their L Studio website to share a collection of original web clips from art, culture, design, science, entertainment, architecture, and beyond.

The Technology

• Interwoven Teamsite
• Flash
• HTML
• XML
• JavaScript
• Ajax
• Perl
• Omniture
• Akamai

Download this case study in a PDF.

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