Turning Automotive AI Into One Platform, With +72% Top 3 Keywords
BRAND
Impel
location
New York, US
Client
Augmented Reality Concepts, LLC
Stack
WordPress / Figma / Miro
Budget
Confidential
PROBLEM
IMPEL had a growing portfolio of AI products for automotive retailers, but its digital presence presented them as separate solutions. The challenge was to bring this ecosystem together and make a complex technology offering clear to enterprise buyers with different priorities.
SOLUTION
We worked alongside Motto throughout the project, combining our expertise to translate IMPEL’s new direction into a clear, scalable digital experience. Together with IMPEL, we mapped C-level decision journeys, introduced navigation based on technology and business needs, and used interactive motion to explain how AI connects merchandising, sales, service, chat, marketing, CRM, and DMS.
VALUE DELIVERED
The new website gives IMPEL a scalable foundation for presenting its platform, supporting sales, and expanding its offering. Enterprise buyers can understand the technology, find solutions relevant to their role, and move from a business challenge to the right product path with less friction.
Our work in numbers
From separate products to one platform
We reorganized IMPEL’s growing product portfolio around one connected platform. The new structure shows how individual capabilities work together across the automotive customer journey, making the broader value of IMPEL’s technology easier to understand.
Mapping the C-level journey
We mapped the journey from first contact to product evaluation around the priorities of enterprise decision-makers. This gave us a clear framework for content, navigation, and conversion paths, helping users move from understanding IMPEL to evaluating the right solution for their business.
Two paths through one platform
We created a two-track navigation model for different enterprise needs. Platform demonstrates IMPEL’s technology and integrations across merchandising, sales, service, chat, marketing, CRM, and DMS. Solutions provides role-based paths that help visitors quickly connect a business problem with the relevant capabilities.
Entire ecosystem accessible from one menu
The mega menu turns a broad product portfolio into a structured overview. Clear grouping helps visitors understand the relationship between the platform, products, and solutions while giving returning users direct access to the information they already know they need.
Making complex AI easier to understand
AI can become an abstract promise when its mechanics remain hidden. We designed custom interactive animations around key platform concepts, showing how systems, data, and AI capabilities connect. Instead of relying on technical claims alone, the website demonstrates how the platform works.
New pages without rebuilding the experience
We created a modular page builder based on reusable components and clear design rules. IMPEL’s team can combine modules for different products, solutions, and content needs while maintaining a consistent experience as the platform expands.
A website designed to support sales
The website gives IMPEL’s sales team a clearer way to introduce the platform and explain individual capabilities. Product narratives, role-based paths, and visual explanations create reusable touchpoints that support conversations before, during, and after meetings.
Complex information clear on every screen
We translated the platform experience across desktop and mobile without reducing it to a simplified version of the site. Navigation, content hierarchy, product storytelling, and key interactions adapt to smaller screens while preserving the same paths through IMPEL’s offering.
