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yxorama@gmail.com
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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
The same teaser on a phone

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
The second teaser screen on a phone

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
The main screen on a phone

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
Fastest charging on a phone, with the 800-volt copy

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
Dimensions on a phone

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
The J1 platform with the body faded further
The J1 platform with the battery highlighted in blue

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
The electric motors detail on a phone

The details follow further down.

Environment tested

Tested for all environments: the car in red and blue light, through mist
Tested for all environments on a phone

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
The Rome to Genoa range on a phone

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
Interior details on a phone

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
The pre-order form on a phone

All images belong to their respective authors.