REDESIGN WEBSITE, DESIGN SYSTEM — 2023
Genesis
About the Project
Genesis needed more than a new website—it needed a digital flagship that felt as elevated as its vehicles. We reimagined Genesis.com as a premium, progressive, and distinctly human expression of the brand.
My role
A Lead designer through the end-to-end process: discovery, user research, requirements, design, testing, and support through the launch
Team
Chelsea Andrews — Group Creative Director
Todd Zerger — Group Experience Director
Caitlin Bauler — Creative Director
Dan Bennis — Creative Director (Copy)
Goals
Create a modern luxury experience that would redefine how customers discover, explore, configure, and purchase Genesis vehicles online.
The Problem
The existing experience prioritized vehicle information over brand expression. It lacked the emotional storytelling, visual sophistication, and cohesive system needed to differentiate Genesis in the luxury automotive market and support its evolving digital ecosystem.
Before
The Solution
We created an intuitive, story-led experience combining cinematic motion, editorial depth, and a design system rooted in white space and restraint. From immersive vehicle pages to seamless build-and-buy flows, every interaction was designed to feel elevated, effortless, and beautifully considered.
After
Outcome
The largest increase ever recorded in J.D. Power’s 2024 Manufacturer Website Evaluation Study.
The redesigned Genesis.com transformed digital interest into meaningful action, strengthening consumer sentiment and driving more qualified leads from online discovery to the showroom. Built as a scalable platform, it established a cohesive foundation for future brand touchpoints while bringing Genesis’s distinctive vision of modern luxury to life.