Cadillac
IQ.
Reintroducing an automotive icon to the UAE through a premium digital experience
Designed the UX and UI for the Cadillac IQ microsite, a digital platform built to relaunch the brand in the UAE market with its new all-electric IQ lineup. The challenge was to bridge Cadillac's rich heritage with bold electric innovation, creating a premium touchpoint that resonates equally with loyal Cadillac customers and a new generation of EV buyers.
The challenge
Reintroducing Cadillac to the UAE market. The brand needed a bold re-entry point for the new IQ electric lineup, not just a product page, but a statement that repositioned Cadillac as a forward-thinking luxury EV brand in a highly competitive market.
Blending 100 years of heritage with electric innovation. The microsite had to honour Cadillac's iconic American luxury DNA while simultaneously positioning its EV future, a balance of nostalgia and ambition that required a carefully structured storytelling approach.
Serving two very different audiences. Long-time Cadillac loyalists needed emotional connection to the brand legacy. New EV buyers needed product clarity, technical confidence, and a reason to choose Cadillac over Tesla, Porsche, and BMW. One experience had to work for both.
Roles and responsibilities
Shaping the full digital experience, from content strategy and user flows through to immersive UI and stakeholder prototypes.
01, UX Strategy
Mapped user flows and content hierarchy to ensure the microsite told a compelling brand story while guiding visitors smoothly into product discovery. Every touchpoint was designed to balance heritage storytelling with conversion.
02, UI Design
Crafted immersive, full-bleed layouts that merged Cadillac's legacy aesthetic with its modern EV identity. Visual design emphasised luxury, clarity, and innovation, echoing the brand's premium positioning across desktop and mobile.
03, Prototyping
Built interactive prototypes showcasing the full journey, from Cadillac's iconic heritage through to the new IQ lineup. Allowed stakeholders to experience the microsite before development, ensuring early alignment and fewer revision cycles.
04, Cross-team Collaboration
Worked closely with Cadillac's brand and marketing teams to capture the brand's voice and vision, ensuring storytelling and product positioning remained consistent across every element of the site.
Process and approach
Benchmarking against luxury EV leaders, Tesla, Porsche, and BMW iX, revealed a consistent principle: the strongest automotive microsites lead with lifestyle, heritage, and aspiration rather than raw specifications. This insight shaped Cadillac's entire narrative structure. The microsite was built around three storytelling pillars: Heritage (Cadillac's iconic American legacy), Innovation (the electric transformation), and Product Discovery (the IQ lineup in detail). Each pillar flows into the next, guiding users from emotional connection through to model exploration and conversion, balancing brand prestige with product clarity.
Outcome and impact
The microsite reintroduced Cadillac in the UAE with a premium digital touchpoint that bridged legacy with electric innovation, elevating brand perception and building excitement around the full IQ EV lineup.
Designed for one of the world's most iconic luxury car brands, Cadillac / General Motors.
100 years of brand legacy reframed around an all-electric future for a new UAE audience.
Microsite signed off without major revisions, storytelling and product positioning aligned first pass.
- Client
- Cadillac / General Motors, via MRM McCann Worldgroup
- Project Type
- Microsite / Digital Experience
- Timeline
- 2025
- Overview
- Designed the UX and UI for the Cadillac IQ microsite, reintroducing the brand to the UAE through a premium digital experience built around heritage storytelling, electric innovation, and the full IQ EV lineup.