Polestar
Polestar
Designing for an (anti) car dealership
The Brief
If nothing else, Polestar is progressive. From the cars themselves, to how they sell their all electric vehicles. They asked us to rethink their online Spaces pages so customers would be enticed to come by their local Space and get hands on with the cars IRL.
YML | Lead UX Designer | 2021
Creating space to scale
For most car companies, the dealership webpages feel like a separate entity from the rest of the site experience. Often just a clutter of promotions and deals — they hardly excite customers to visit the dealership or do much to properly represent the brand. On the opposite end of the spectrum, Polestar Spaces are the ultimate embodiment of the brand. It’s where customers can go to get to know the cars in a very interactive, experiential way. We designed a template that would be flexible enough to let each Space feel localized, while prioritizing the Polestar brand, and the cars, above all else.
Come play with a Polestar
Polestar Spaces are beautiful retail experiences. From the buildings they’re located in, to the visual merchandising design and welcoming, no pressure environment. They’re ‘playrooms’ not showrooms. We created space (pun intended) in the template for franchise owners to display the all the details waiting to be discovered at their unique Space. We pushed booking a test drive so customers would have a car ready for them during their visit. And made it easy for existing owners to see what kinds of services are available for them at their local Space.
Freedom for franchise owners, clarity for customers and brand protection for Polestar
A design system of components to keep things under control, under the hood.
