Product Designer
Designing a virtual museum and a new brand e-commerce website for the iconic automotive brand.
May 2021 to june 2023
Project Context
Renault is a 126 years old brand. Throughout its existence, iconic cars marked its History. And lately, they have been going through a huge rebranding strategy, and along with it two new challenges : Create an immersive experience to revisit these iconic cars as well as a brand new e-commerce store. Both experiences needed to be interoperable.
Project Objectives:
- Build an immersive and interactive experience through the brand's history, highlighting their iconic cars.
- Tie this experience with the new e-commerce store built from scratch
- Select & recommend the best technology for the 3D experience.
- Use a rich archive of content to highlight the influence of the brand in Pop culture and build the identity of the experience.
My Tasks :
- Exploring archives and content discovery to come up with the concept of ”time capsules”
- User flows to map the cross-website experience and build the interactions from the ground up
- Service Blueprint to imagine the navigation and interactions, we reproduced the “strolling through a museum gallery” via the horizontal “scrollytelling” on desktop that also allowed for a better display of the content and a more immersive experience.
- Design system crafting to maintain a consistent visual identity between the museum and the website and facilitate the creation of new pages and content, up until today.
- Discussion with creative technologists to select the best 3D tools to reduce page's latency in an ”eco-design” effort and allow for a seamless experience. We went with photogrammetry.
Team Process :
- Call for offers, production of proof of concept & prototype. - May 2021
- Full MVP experience design of museum & e-commerce store . - June 2021 delivery in December 2021.
- Continuous improvements & AB testing since December 2021 with the addition of new features and content . We worked by ”bundles” in Agile with a cross-disciplinary team.
- Identify needs and uses cases, draft design and solutions, get client approval, implement, repeat.
🔍🔍🔍🔍🔍🔍🔍🔍 Close ups 🔍🔍🔍🔍🔍🔍🔍🔍🔍🔍
🔍 Focus on : Timeline navigation.
Everything started with an idea.
👉🏽 A time machine with "time capsules" to rediscover the brand's iconic cars. Each car has its own capsule full of interactive content.
This resulted into an innovative timeline navigation throughout history, unveiling the iconic models that marked the brand's history… User jump to specific years or scroll through time to his favorite period & car.
🔍 Focus on : Interactive contents.
We added an ensemble of different interactions to give a true sense of exploration as if we were in a real museum.
Shop related content from the Originals store
🔍 Focus on the E-commerce Store.
A technical challenge imposed by Magento required constant discussion with developers. It was necessary to design and answer many criteria and customer needs. But a successful bet with progressive improvisations on the micro features of the e-commerce site such as:
- Referral program
- Quick buy button
- Content and design of the cards
We worked in agile cycles, starting with a first UX base followed by a UI base which was then documented with great precision to deliver the expected result.
1- UX
2- UI & Doc
3- Resultat
