Responses by Oui Will
Background: Rivian is pioneering sustainable automotive technologies by building the world’s first and best-in-class Electric Adventure Vehicles (EAVs). The purpose of the website was to build anticipation, confidence and excitement for users, investors and the media.
Highlights: Since showing the vehicles wasn’t an option, we focused on the technology. There’s a section on the website dedicated to how the product is “engineered for electric adventure.” Our focus was to create an experience—rather than a static scroll—which is why we intentionally paced the reveal of the skateboard platform, battery, autonomy and infotainment.
Challenges: Evolving the website to align with company milestones. Until the media embargo was lifted and the vehicles were unveiled at the LA Auto Show, we had to introduce the brand and its products without showcasing any imagery of the car. As a new company, there was a lot of proprietary information that we had to tread carefully about as well. It was a delicate balance of showing information that was compelling without sharing too much.
Favorite details: We love how smooth the website feels overall. We also enjoyed expanding the expectation of the scroll throughout the site, evident on the homepage as well as the technology section. As users progress, sometimes the content swipes up, and sometimes it appears from the right. Each scroll brings users to a new piece of the story in a subtly unexpected way, which reinforces Rivian’s values as a brand that does things differently.
Navigational structure: Just as Rivian’s EAVs enable drivers to explore the most remote parts of the world while preserving it, we wanted the website to feel like an exploration and an adventure. Conventional menu navigation was simply not an option and not on brand. When accessing the menu, we wanted users to feel like they were choosing a destination from a map. In a world where digital is now ubiquitous, we were confident that with careful UX decisions, users could still find their way around without a sticky menu up top.
Time constraints: Once we launched the site without visuals of the car, we had to plan for the next evolution of the site once the media embargo was lifted. Timing to the minute was key since the unveiling of the car was an actual event. It took a lot of development coordination after hours to ensure the next deployment was successful and on time.