The ChallengeFerrari's new consumer website has one of the most innovative site structure and complex content management and navigation systems available today to reinforce one of the strongest brands in the global automotive industry.The server and hardware infrastructure had to allow for future development, both in terms of scalability as well as functionality. But the immediate experience for the consumer had to be as unique as the automobile. And to achieve that, it was necessary for us, as developers, to 'see' things from the perspective of the Ferrari enthusiast - and then create online personalized experiences for each.The SolutionLike the Ferrari automobile itself, www.ferrari.com is designed for performance. The combination of an innovative navigation system and dynamic content management allows users to explore more than 2,500 text pages, 3000 images and 30 audio/visual files, using them to experience the unique characteristics of the Ferrari brand. The site also allows Ferrari to continue to build strong one-to-one relationships with its customers by providing such things as racing memorabilia, racing photos and a unique timeline for races, drivers, car models and Ferrari company history.To facilitate user navigation, the site is divided into seven primary categories: The Company, GT Cars, The Ferrari Racing Stable, The Ferrari Club, Ferrari Products, Events and News. To date, the number of pages visited per day averages over 250,000 and often at times reaches 1 million. The majority of visitors are from the US (28%), Italy (12%) and Japan (10%).