Suzuki Belgium's digital presence wasn't keeping pace with customer expectations. Visitors faced information overload, unclear calls to action and a configurator that left money on the table. The brand needed more than a website refresh: it needed a strategic partner to rethink the entire digital customer journey. Together, we built an intuitive platform and automotive car configurator that reflect Suzuki's evolving maturity, boost conversions and make the path from curiosity to test drive seamless.
Research-driven UX based on real automotive buyer insights
Custom automotive car configurator with accessory upselling at every step
Continuous A/B testing and CRO for sustained growth
Custom PIM system built on Symfony for effortless data management
Mature visual redesign aligned with Suzuki's brand evolution
Drupal CMS for flexible content management
The challenge
Suzuki Belgium's website overwhelmed visitors with options, and the configurator underperformed on conversions and basket value.
The solution
We partnered with Suzuki for end-to-end digital support: from UX research to Drupal development, a custom PIM system and ongoing CRO that turns browsers into buyers.
Suzuki x iO: building digital maturity together
Suzuki is a global automotive brand known for practical, fun vehicles like the Jimny and Swift. In Belgium, Suzuki serves a loyal customer base seeking quality and affordability.
We are Suzuki Belgium's trusted digital partner for long-term growth. Our collaboration goes beyond individual projects: we think strategically, challenge assumptions and help Suzuki stay ahead in a fast-changing market. This case highlights one part of that journey, but there's much more we're building together.
Why user research is the starting point for any automotive car configurator
Buying a car is a considered purchase. People compare brands, models and prices online long before visiting a showroom. For Suzuki, this meant the website had to do more than inform: it had to guide.
The previous platform overwhelmed visitors with information and aggressive calls to action. It was difficult to separate hot leads ready for a quote from those still exploring. We started with in-depth user research to understand how real buyers navigate the decision process. Those insights shaped every design and development choice that followed.
From information overload to intuitive flow
When users face too many choices at once, they freeze or leave. We redesigned the entire site architecture around progressive disclosure: showing the right information at the right moment.
For each model, visitors can first discover the vehicle through a visually appealing, skimmable overview. Only when they're ready do clear buttons invite them to configure, request a quote, book a test drive, download a brochure or find a dealer. This logical flow reduces friction and increases the likelihood of conversion.
An automotive car configurator that sells accessories at the right moment
The configurator is Suzuki's most important conversion tool. Previously, accessories were only presented at the end of the configuration process, resulting in missed upsell opportunities and lower basket values.
We restructured the configurator to surface relevant accessories throughout the journey. Selecting exterior options? Users see bike racks, trailer hitches and door handle protection film. This contextual approach feels helpful rather than pushy, and it works: basket values have increased significantly.
A custom PIM system for effortless updates
Automotive data changes constantly: new models, option packages, pricing. Keeping the website and configurator in sync was a burden for Suzuki's team.
We built a custom Product Information Management system using PHP Symfony. This central data source feeds both the website and configurator, ensuring information is always accurate and updates are effortless. For Suzuki, it means less manual work and fewer errors.
A mature look and feel for a maturing brand
Suzuki has always been known for fun, youthful vehicles. But brands evolve. With the launch of the e-Vitara, Suzuki's first fully electric vehicle, the brand is signalling a new chapter.
Through workshops and mood boarding, we developed a refreshed visual identity that reflects this maturity while staying true to Suzuki's commitment to quality and affordability. The new design language carries through every page of the website and configurator.
Continuous optimisation for continued growth
A website is never finished. Through monthly A/B testing, dashboarding and ongoing development, we continuously refine the platform. Reports show increases in completed configurations, higher basket values, more quote requests, more test drive bookings and more online orders. Our journey with Suzuki continues.
iO helps us think about how we, as a car brand, should present ourselves digitally in the market. iO is the right partner to help us stay ahead of upcoming challenges, and we look forward to continuing our collaboration.
A digital foundation built for growth
The new platform solves today's challenges and clears the path for Suzuki's continued evolution. By combining a research-driven automotive car configurator with a custom PIM system and ongoing CRO, Suzuki Belgium now has a digital presence that matches its brand ambitions.
For customers, the impact is immediate: finding the right model is easier, configuring it is intuitive, and every touchpoint feels considered. For Suzuki's internal teams, it means less firefighting and more strategic focus. As the brand continues to mature, the platform is ready to grow with it.
