I was thrilled when General Motors asked me to design and develop a website for their new Corvette Z06 GT3.R. The goal of the website is to showcase the car’s racing prowess. The entire process, from design and development to asset production, spanned approximately 2 months. Then, it underwent a 3-month approval and changes period. Below is my design process.
OVERVIEW
UX, UI Designer
Visual Designer
Web Developer
Copywriter
ROLE
RESEARCH AND ANALYSIS
Purpose
corvetteracing.com functions as the primary online hub for Corvette Customer Racing, offering fans, enthusiasts, sponsors, and media a centralized place of team information. Additionally, it operates as an ecommerce platform where authenticated users can purchase parts directly from Pratt Miller, providing a seamless user experience for our customers.
Competitors
Corvette Z06 GT3.R competitors include other GT3-class cars from various manufacturers participating in the GTD PRO and GTD series worldwide. Some notable competitors include:
Audience
The users of corvetteracing.com are motorsport enthusiasts, Corvette fans, racing professionals, and individuals interested in following Corvette Racing's latest news, events, and achievements. Prospective customer teams can also explore the car here.
Design Trends
The GT3 racing competitors’ websites have the following features:
Dynamic Visuals: Utilizing high-quality, action-packed images and videos of GT3 cars in motion to create an immersive experience for visitors.
Clean and Minimalist Layouts: Embracing simple and intuitive layouts with ample white space to emphasize key content and enhance readability.
Responsive Design: Ensuring that the website is optimized for various devices and screen sizes, providing a seamless browsing experience for users on desktops, laptops, tablets, and smartphones.
Interactive Features: Implementing interactive elements such as sliders and 360-degree views to engage visitors and allow them to explore GT3 cars in detail.
DESIGN AND CONTENT CREATION
As the public-facing portion of corvetteracing.com carries the Chevrolet brand, I adhered to the GM branding guidelines for the landing page and vehicle information section. I worked with design engineers and General Motors' marketing copywriters to incorporate motorsports-specific content onto the website. I also conducted a photo shoot to capture new product images, here's a glimpse into the process.
The landing page starts with a hero image and CTA, followed by FAQs, GT3 customer teams, racing schedules, and another CTA at the bottom directing users to explore the car in details. The vehicle info page features a production car and race car slider, car specifications, exterior features, and an interior 360 tour.
OUTCOME
The design of the website was well received that General Motors decided to acquired the domain corvetteracing.com from the National Corvette Museum for this particular site. corvetteracing.com now attracts more than 500 daily visitors, with 60% of them returning regularly. It ranks no.1 in Google organic search for the keywords “corvette racing” and “corvette GT3.R”.