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Anuar Zhumaev
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Porsche · Web design · 2019

A pre-order site for the Porsche Taycan

Mediamonks Hilversum asked me to design a promotional website to drive pre-orders for the Taycan, Porsche’s electric sedan, ahead of its launch. It had to win over buyers who care about the brand and about having the best, and give spec-minded buyers a way into the details.

Client
Porsche
Agency
Mediamonks Hilversum
Role
Digital designer
Year
2019
Scope
Desktop and mobile
Status
A pitch, never released
The Taycan’s silhouette emerging from dark haze

Designing for automotive

Teaser, desktop: “70 years of sports cars fascination” over a car silhouette traced in light
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Car brands change slowly, more slowly than fashion or consumer goods. The site opens on an interactive WebGL teaser: particles hint at the car’s silhouette and the Porsche crest, and hide the low-polygon model underneath.

Teaser, second screen: “Have led us to the all electric sportscar” over the silhouette
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The audience is specific. The typical Porsche owner is about 40, a college graduate, with a household income over $100,000.

Aircraft cockpit

Reference: fighter-jet cockpits and green head-up display instrumentation

For that buyer I wanted an image they’d read instantly and feel something about: a fighter-jet cockpit HUD.

Main screen: the Taycan wordmark over a red car, ringed by performance figures, with “Soul, electrified.” below
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The main screen shows the Taycan’s six key performance figures and links to the four main sections: technical specifications, look and feel, supercharge technology and the custom-built platform. The HUD responds to the mouse, and to tilt on tablets and phones.

800 volts

Fastest charging: a blue car on a red and blue ground
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The charging screen uses aggressive, high-energy imagery. 800-volt fast charging is serious technology, and the screen should feel charged.

Tech specs page

Dimensions: the car as a translucent blue X-ray, with its width and height marked
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Scrolling on, the car turns translucent and the page moves into the specs, starting with the dimensions.

Custom built J1 platform: the translucent car over its chassis
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Rotating the car or clicking the side arrows plays a loop of three highlights, each a selling point, timed by a line underneath. The car rotates freely.

Synchronous electric motors: a motor render beside 600 horsepower and 440 kilowatts
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The details follow further down.

Environment tested

Tested for all environments: the car in red and blue light, through mist
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Porsche tests its cars in every weather and on every road surface a driver will meet. This section shows it.

Range

Range: a 489 km route from Rome to Genoa traced over a dark map, with other city pairs to choose
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Range is the first question for anyone buying an electric car, so this section shows what 500 km on one charge looks like.

Interior: a headlight close-up in red light, with cockpit, console and headlight thumbnails
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The page closes on the interior and its build quality.

Pre-order: “We’re going, join us” with name, e-mail and phone fields over a dimmed car
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All images belong to their respective authors.