MINIUSA.COM
Leading the team as creative director, we redesigned the entire MINI online experience. With the rest of the team at Beam Interactive, we focused on building a modern, adaptive site that serves the same content on all devices. We focused on the most frictionless way to intake information nowadays, the vertical scroll. We didn't shy away from keeping content stacked vertically, allowing the user to digest lots of content quickly.
Previsouly, MINI required you to choose a trim level before getting more info on any model. We found that most people didn't understand the differences between trim levels, and therefore were making an uninformed decision before obtaining more information. We moved the model info up one level, so users obtained overall model info before drilling down into trim levels, where we provide more specifics about engine type and cost difference.
We also began using user submitted photos in hero locations. MINI is the most customizable, you-ifiable car on the planet, so what better way to showcase how amazing and custom MINI's cars can be, than by letting actual owners show off their best photos.
