MOTO X MOTO MAKER  

CONCEIVE DESIGN STRATEGY / CXD LEAD GENS 1 + 2

With Google’s acquisition of Motorola Mobility pending in August 2012, the Motorola design team was presented with the opportunity to create a design language that would represent the new company.

The goal was to create a new product line that embodies personal, approachable and unintimidating mass appeal. Resulting in an out-of-the box experience unlike any other, a deeper connection to our brand and a direct connection to our consumer.  

PERSONALIZATION

"IT'S A FASCINATING BUT IMPRACTICAL IDEA"

Critics were everywhere but we believed we had a big idea.  This was something Motorola could own.

My design challenge was balancing our design identity with customization.  Our design team established principles around Authenticity, Simplicity and Seamlessness.  We agreed that all customization variables should also align to those principles.  We wanted to give consumers control over their design but ensure the outcome met our quality standards.  A mix and match palette was developed working on site with color and material experts to dial in the fronts, backs, accents and personal message.

For the concept to be successful we needed to reinvent the Motorola business model. The storyboards below capture the full breadth of the proposed design strategy as it was presented to leadership in October 2012.  These slides were created over a weekend by a small design team (including me) under my creative guidance.  This visualization proved critical in getting the program resourced and committed in record time.

Once internally funded, we had to work quick to reinvent our supply chain.  To design for dynamic assembly and decoration was a challenge to say the least.  We were refining our lines in Forth Worth, Texas until the very last minute.  

CES 2013

At this point we were just 2.5 months into being fully funded.  Images like the one at the left were used to introduce the idea of Moto Maker to carriers.  The feedback was out-of-this-world positive.

Our brand was also in the process of determining how to relaunch Motorola under Google.  The idea of personalization and choice became the cornerstone of the new brand.  Our palette of resin colors served as the inspiration for our emsignia.

THE NATURALS

It wasn't enough to have 27 colored backs, 2 fronts, 10 accents, 2 memory options, personal message and custom digital wallpapers.  Larry Page wanted something really unique and special.  We went to work on another option that would celebrate the natural interactions and organic form of the Moto X.  

Moto X and Moto Maker were announced August 1, 2013 and they launched the same day 3 weeks later

Data Points

• We won a Red Dot for Moto X, a Webby for Moto Maker and a Bronze IDSA award
• After Moto Maker launch, overall motorola.com engagement (measured through avg time spent on site) increased 120% year over year
• Upon introduction of Moto Maker, we saw an increase of 1000% in total online orders Year over Year

Total 8/23/12 - 12/17/12 - 10,544

Total 8/23/13 - 12/17/13 - 110,457

• Motomaker.com has become Motorola’s direct connection to consumers.  It is a different offering than any competitive smartphone manufacturer.
• Moto Maker achieved sticky-ness. It became Motorola’s sharp point in advertising on network TV.
• The second generation of Moto Maker with the New Moto X 9/2014 with which with we introduced leather as a rear option
• In 2014 Motorola introduced a new brand statement and catch phrase:   "Giving consumers the power to choose"  & "Choose choice" 

After Gen 1 wrapped up we quickly got to work on Gen 2 which launched with the New Moto X in 2014.  

Today Moto Maker has been decentralized as it is a critical piece of every project and part of Motorola's DNA.  I continue to actively consult on strategy and roadmap planning with our new creative eCOMM team. #choosechoice