TomTom initially came with one request: to reposition their website to focus on aquisition of a broadening customer base, focusing on the lifestyle benefits of their products rather than the functional purpose.

The goal with TomTom was to help their product range make it into the mainstream marketplace by creating a need for their products. Our proposition was to enhance the focus of human desire - that for adventure, safety and punctuality, or being on time. The recommendation was that they move away from the 'line art' used in their current website and marketing campaign, and to instead use rich situational photography. TomTom decided not to change the overall advertising direction, instead focusing on changing their website's navigation structure and introduction to service product line more than their overall positioning.

In addition to Customer Experience Strategy work, website concepting and structural and navigational 'tuning', we also worked together in creating several online marketing concepts.