03
Web
Building a Brand from the Ground Up: INEOS Grenadier
Overview
I thrive on challenges that blend design and user-centric strategy. One of my most rewarding projects was leading the UI design for a new brand with an ambitious goal: launching an innovative product two years before its physical launch, with no existing reputation to leverage.
"A month after the website was ready to take pre-build orders, there was a 455% increase in website conversion to purchase. In the 12 months leading up to launch, site visits have increased 925% and time spent on the site has increased by 210%."
"When INEOS Automotive invited customers to make a vehicle reservation in September 2021, 75,000 site visitors registered an interest— and at one stage, 12 vehicles were being reserved every minute. The two-week reservation target was hit in the first 12 hours". — Sitecore
The Challenge
Creating a digital presence for a product that doesn't yet exist presents unique hurdles. We needed to build excitement, brand loyalty, and establish a community – all without the tangible benefits of a finished product.
Collaboration: The Heart of Success Success hinged on teamwork.
UX Designers: They meticulously mapped user journeys ensuring clarity and ease of use. -
Developers: Partners in transforming designs into a functional, responsive website. -
Creative Directors: Provided the strategic vision guiding the overall brand aesthetic.
Involvement
Strategic Design: Core Principles as Our Compass
"No-nonsense" Ethos: Our target audience valued simplicity and functionality. This translated to a clean UI and streamlined e-commerce experience.
Influenced by the Product: The UI borrowed design cues from the vehicle's in-car interface, creating a sense of brand cohesion.
Design System for Consistency: A comprehensive library of pre-built UI elements ensured a unified look and feel across all digital platforms.
Capability, Durability, Utility: Guiding the UI
We built the website's UI around the same values as the product itself. This meant:
User Empowerment: Intuitive navigation and design that put customer needs at the forefront.
Aesthetics Mirroring Quality: The website's look and feel conveyed the high build standards of the vehicle.
Flexible and Robust: The UI adapted seamlessly across devices, ready to handle high traffic and evolving business requirements.
The Approach: Bringing the Audience on the Journey
Transparency: The website was a hub of information, sharing development milestones.
Community Engagement: Features like forums encouraged two-way conversation.
User-Influenced Design: We incorporated community feedback into design decisions.
Conclusion
The Takeaway
The Power of Design and Community This project demonstrated that strong UI design can drive brand affinity even before a product launch. By prioritising user needs, mirroring the product's values in our design, and fostering a sense of community, we cultivated a loyal audience eagerly anticipating the release.
Next work
