Polestar
Re-imagining how Polestar showcases its cars
Creating a best-in-class product page experience within automotive. Starting with the new Polestar 3.
Polestar is a Swedish electric performance car brand looking to change the car industry by introducing new standards of openness and accountability in the supply chain. Their ambition is to manufacture a fully sustainable and CO2 neutral car by 2030. In 2019, they launched Polestar 2, a mid-sized battery-electric vehicle acting as a rival to the Tesla Model 3. But in 2022 they launched Polestar 3, a fully electric luxury performance SUV.
To coincide with the launch of Polestar 3, we were asked to completely re-imagine the way Polestar showcases their cars online by redesigning the product detail page. In my role as Experience Director within Polestar.com's product team, I led and worked hands-on with a multidisciplinary team through discovery, testing, product development and optimisation, creating a best-in-class product page experience within the automotive industry.
Year
2022
Agency
Code d'azur
Contribution
Experience strategy, concepting, requirement gathering, information architecture, content mapping, wireframing, interaction design, usability testing, prototyping, design team leadership, executive presentations, stakeholder management
Our design utilizes a flat architecture, with three primary views that each serve different information needs at distinct stages of the car buying journey.
01 — Overview
Immersive introduction and highlights
Each Polestar is introduced to the world on the overview page, bringing the car to life in an immersive brand experience. Scroll and be seduced with highlights before diving deeper into feature information and specifications.
02 — Features
Organised, snackable feature stories
We interviewed product experts, engineers and car designers to understand and map out every feature of the car. We then designed snackable feature stories for each one, supported by a simple navigation system that lets users browse this extensive list of features, all carefully organised by consumer intent.
03 — Specifications
Technical details at a glance
For those further in journey, a dedicated specification page covers every technical aspect of the car in one clear overview. Easily see each fact and figure or compare the different car variants and upgrade options.
