Lucid Motors, website + motion
Overview
Lucid Motors builds electric vehicles at the top end of the luxury market, with the Air sedan in production and the Gravity SUV arriving in 2024. After pitching and winning the project, I joined a team of five designers as visual designer, working through to launch. My responsibilities covered managing the design system, running workshops, and handling visual and interaction design across the site. The redesign launched alongside the Gravity debut and drove a 7000% increase in sign-ups across 60,000 sessions. It won Mediapost's Best Interactive Execution at the 2024 Automotive Awards.
- Industry
- Automotive
- Year
- 2023
- Services
- Website, Motion
- Scope
- Visual Design, Interaction Design, Design Systems, Motion Design
- Visit
- lucidmotors.com
Impact
The redesign launched alongside the Gravity SUV debut. Pairing the aspirational with the practical gave a groundbreaking electric SUV a human entry point, and converted launch attention into a 7000% increase in sign-ups across 60,000 sessions.
Awards
Mediapost named the site Best Interactive Execution at the 2024 Automotive Awards.
Motion
Easings were tuned to the way the Air pulls away from a stop. Transitions are paced to feel deliberate rather than quick, and each route is choreographed so one element leads and the rest follow.
Nothing moves for decoration. Every reveal carries the eye to the next decision.