Polestar 2
Defining the digital experience for electric performance.
Polestar
2020
Brand Experience, Digital Design
Senior Manager, User Experience
Brand Strategy, UX Design, Visual Design, Motion Design, Development
8 months
Increase in configurator completion
Unique visitors in first quarter
Reduction in bounce rate
Who We Designed For
Premium EV buyers seeking design-forward alternatives to Tesla
Design-Conscious Professionals
Affluent buyers who value Scandinavian aesthetics and understated luxury over tech spectacle
Brand Researchers
Comparison shoppers evaluating Polestar against BMW, Mercedes EQ, and Tesla
Dealership Staff
Sales teams needing digital tools to communicate brand differentiation
The Challenge
Polestar needed to establish a unique position in the increasingly competitive EV market. The challenge was to create distinctive digital touchpoints that would communicate their Scandinavian design philosophy while differentiating from both traditional luxury automakers and tech-forward competitors like Tesla. Additionally, we needed to create an appeal for American audiences, as there are cultural differences that don't always translate over - requiring careful adaptation of the brand's Nordic minimalism and values to resonate with American luxury car buyers.
The Approach
We created a design language that emphasizes Scandinavian minimalism and performance through careful typography, intentional white space, and cinematic pacing. Every interaction was designed to feel as precise and considered as the vehicles themselves, with subtle animations that mirror the smooth, instant torque of electric powertrains.
The Outcome
The new digital experience helped establish Polestar as a leading voice in premium EV design. The configurator saw a 45% increase in completion rates, and the brand's digital presence became a benchmark for automotive websites, earning recognition from both design and automotive publications.
“The team understood our brand DNA from day one. They didn't just create a website—they translated our design philosophy into a digital experience that feels unmistakably Polestar.”