( Renault · 2021 → 2023 )
The Originals, a museum you can scroll through.
(01) Context
Renault is a 126-year-old brand going through a big rebrand. It came with two challenges: an immersive way to revisit its iconic cars, and a brand new online store that works hand in hand with it.
Objectives
- 01Build an immersive, interactive journey through the brand’s history
- 02Connect it to a new e-commerce store built from scratch
- 03Select and recommend the best 3D technology
- 04Use the archives to show Renault’s influence on pop culture
(02) The idea
A time machine made of “time capsules”.
Each iconic car has its own capsule with photogrammetry 3D, ASMR engine sounds and archive galleries, plus a direct link to the matching products in the store.
- 3D Photogrammetry, chosen for low latency
- ASMR Sounds of each car
- ∞ Archive photo galleries
- Shop Products from each era
(03) In pictures
How I worked
(04) My role & process
- 01
Explore the archives
Digging through the content led to the “time capsules” concept.
- 02
Cross-site user flows
Mapping the journey between the museum and the store, and designing the interactions.
- 03
Service blueprint
Horizontal scrolling on desktop, so visiting the site feels like walking through a gallery.
- 04
Shared design system
One visual identity for the museum and the store, still used today to create new pages.
- 05
Pick the 3D tech
With the creative technologists, we chose photogrammetry to keep pages light, as part of an eco-design approach.
- 06
Ship & iterate
Proof of concept in May 2021, MVP in December 2021, then A/B tests and new features in agile cycles.
(05) Close-ups
Timeline navigation
Visitors can jump to a year or scroll through time to their favourite period and car. New capsules are added regularly.
The Magento store
Referral programme, quick-buy button and product cards, designed in UX, UI and documentation cycles with the developers.
(06) Key learnings
- 01
My first Magento project
Working closely with the developers taught me to write much more precise specs.
- 02
Documenting the details
Small features like the referral programme or quick-buy need precise documentation for the whole experience to work.
- 03
The service blueprint
It helped the client understand the concept from the very first presentation.