Evolving the Aston Martin digital brand and ecosystem

Aston Martin's luxury cars focus on craft—their digital touchpoints needed to show the same attention to detail.

I've the benefit of working with Aston Martin over a few projects and was familiar with where their digital brand created created challenges to the user experience.

While working at POSSIBLE in London I had the opportunity to work on a refresh to the Aston Martin home and model page that included scope to evolve their digital brand guidelines and tackle some of the key UX issues.

Home page mobile breakpoint

We wanted to create an interface that got out of the way as much as possible while still providing all required functionality.

At the time I worked with Aston Martin they were investing more in their digital ecosystem introducing far more functionality for their users . However their existing digital brand guidelines create challenges in designing for this functionality in an accessible, usable and stylistically contemporary way.

We modernised the colour palette, improved the hierarchy and legibility of the typography and set new imagery usage guidelines.

I also introduced a background blur into the design system that allowed us to create usable interfaces without detracting from the cars which needed to remain the heroes of the design.

Model page mobile breakpoint

The UI updates helped the content of the page remain the hero even with the ever present sticky actions

Differentiating between the models was found to be a key challenge for users.

The names of models often carried insufficient meaning for a user to choose between while browsing so we looked at ways to provide context and easier points of comparison for a user.

Some user's want to jump right to the 'best' Aston Martin while others are looking for the entry level model — by adding high level statistics strategically into the user's journey it made it easier for user's to compare and select the model for them.

Bringing the project to life with motion and prototyping.

Over the course of the project my motion design and coding abilities proved helpful both in creating high fidelity mock ups of concepts for the client as well as demonstrating interactions for developers.

Producing interactive prototypes in Principle also allowed us to test designs before investing development effort.