CAMPAIGN WEBSITE
Carvana &
Jimmie Johnson
Carvana teams up with the former 7-time NASCAR champion as he takes on his newest challenge in INDYCAR.
Who is Jimmie Johnson?
Jimmie Johnson is one of the biggest NASCAR champions of all time. He tied for seven cup series wins alongside the great Richard Petty and Dale Earnhardt Sr.
Having achieved nearly everything there was to achieve in NASCAR, in 2021 Jimmie set his sights on a new prize, leaving the sport where he’s accomplished so much and starting over as a rookie in IndyCar.
The Approach
Create a microsite that makes the user feel like they are a part of JJ’s team. They get to know Jimmie personally, inspect his IndyCar, and even have the ability to vote on his next car design.
Create a Story
I created a small narrative to give the content a flow and to make it more digestible.
Original Concept Experience
Let the user drive through the website. The user scrolls through the scenes like they’re driving through a race track.
Original Concept Design
Taking inspiration from the marketing team’s design, I integrated a dark aesthetic and kept Carvana’s ever-present neon halo. As the user scrolls down, the car and Jimmy come to life through a series of animations and interactions.
Wireframes
New wireframes were created (due to timing constraints) and through this process, I simplified the experience down to long scrolling pages with snap-to sections.Â
Landing Page Designs (MVP)
Sticking with the dark theme these are the final designs.
Vehicle Detail Page Designs (MVP)
We isolated the vehicle detail page to emulate the car exploration and spin experience a user get on Carvana.com.
Vote on the Next Car Design
It was cool knowing how fast a car can be wrapped with a new design, so we asked the fans to vote on their favorite pre-made designs.
Image Retouching
One of my responsibilities outside of the UX, content, and design was doing the photo retouching for all of the assets. Each photo needed to be cleaned, color adjusted, and have the smoke and halo placed within.
