WEB DESIGN, DESIGN SYSTEM— 2019

smart Car

A blank image with a gradient from dark green at the top to black at the bottom.
Website promoting electric smart cars with a photo of a white Smart EQ fortwo car and colorful background elements, including a yellow design with the words "SEE YA" and a black and white zigzag pattern. The text reads, "What a ride it's been... smart cars are no longer produced for the USA. Shop now for special offers."

About the Project

Beginning in 2020, smart was halting production of vehicles in the US. As a result, we needed to transition their site from a platform focused on marketing and lead generation, to one that’s focused on service and support. That meant streamlining the site as a whole, but keeping the fun, cheerful brand we’ve come to know.

My role

Senior Designer – responsible for the ideation, coming up with solutions, and support through launch

Team

Wayne Fujita – Group Creative Director
Chris Groser – Associate Creative Director
Debbie Boswick – Associate Designer

Lineup of colorful compact cars parked on a street during daytime, including a yellow, orange, blue, and red vehicle, with reflections visible on their shiny surfaces.

Streamlined Site Map

Flowchart comparing two webpage phases, with sections for hero, existing content, and links to guides on how to, manuals, service and maintenance, lifestyle accessories, recalls, managing accounts, and models.

UI Design

Phase 1

Hero Image Explorations

For the first phase of this project, we updated the hero section of the homepage to deliver a message that smart vehicles won’t be available in 2020. The copywriter explored 3 options of messaging meanwhile we explored 3 options of visual treatments.

Among the 3 options, option 01 was selected.

Option 1

A website homepage celebrating the farewell of smart cars in the USA, featuring images of two white smart cars, decorative background with green leaves, orange circles with the words "Goodbye See Ya," a hand making a peace sign, and text announcing the end of smart car production in 2020 with options to view special offers.

Option 2

A website homepage showcasing a yellow Smart car against a black and white geometric patterned background with text promoting smart vehicle leasing offers.

Option 3

Rear view of a white compact electric car with a black roof, depicted in front of a white background with a large yellow circular border containing the words "adiós, arrivederci, adeus, adiós, auf wiedersehen, good bye" in multiple languages. The image is part of a website promoting smart cars.

Phase 2

Layout Explorations

For Phase 2, we worked on shifting focus from a retail-based experience to a service-based one. We created 2 different layouts – one is highly utility-focused and the other is more storytelling.

Between 2 options, option 01 was selected.

Option 1

Option 2

A webpage advertisement for Smart cars featuring images of yellow Smart cars, a person driving, and lifestyle accessories; includes sections on the vehicle, services, accessories, recalls, and account management.
Smart car dealership webpage featuring various models of smart cars, including a white smart car on a city street, a convertible in a scenic outdoor location, and two small cars on a beachside road. It includes sections on videos, manuals, service and maintenance, lifestyle accessories, recalls, and financing.

All good things must come to an end…

smart (2008-2020)

It was a damn good run. Gone, but not forgotten.