Aston Martin

My role – Lead UX Designer
Agency — Possible London
Client — Aston Martin
Year — 2016
Project Overview
We were tasked to create a website as beautiful as a handcrafted car, while telling the stories of luxury cars that encourage prospects to contact a dealer.
My Contributions
As the Lead UX Designer of the website I did a content audit, wireframes, prototypes and worked through each component and the interaction patterns with the designers.
The brief
Create a website as beautiful as a handcrafted car, while telling the stories of luxury cars that encourage prospects to contact a dealer. Create the most beautiful cinematic experience as if directed by a filmmaker.
The solution
Our aim with the global Aston Martin site was to create a cinematic experience to really show the beauty of the cars, at the same time we wanted to let the user control the narrative. Along the user's journey there are different paths they can take to discover the cars on their own terms.

Rather than taking the traditional car site approach we looked at fashion. Instead of looking at the cars as models, we saw them as collections. We didn't want to talk so much about the technical features, we wanted to show the love of beautiful and tender care that goes into every detail making these cars.

Instead of relying on a traditional navigation system, we are letting the user control the narrative with branching, interlinked content that allows for a different experience every visit while leaving the navigation more of a secondary fallback option.
The team
Pablo Marques — Executive Creative Director
Dennis Christensen — Head of Design
Ben Bashford — Head of UX
Pontus Persson — Lead UX Designer
Jesper Winther — Design Director
Wojciech Zalot — Lead Designer
Edie Greaves — Senior Strategist
Péter Schmíz — Head of UID