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Aston Martin Web Redesign

Design Exercise

Redesigned elements and layout for Aston Martin's landing page to better represent the company's branding.

A collection of screens from the final product.

Role

UX Designer

Tools

Timeline

4 hours

Description

Redesigned and reorganized elements on Aston Martin's Landing page and created new components to modernize the website.

Context

Aston Martin, as a brand, has been very interesting to keep an eye on lately. I think there's a hesitancy to revolutionize the brand because of its storied history. That hesitancy is seen in there product lineup, but also in their digital presence. So, as a design exercise, I wanted to give their landing page a facelift. The goal here was to observe how small changes to the design system and layout could vastly improve the user experience.

Research

Even a small "for fun" project deserves good research. So, before diving into Figma, I studied Aston Martin's competitors and honed in on design choices that would benefit the website.

I found some similarities across all brands. Design elements were flat with sharp edges, nav bars were minimalistic, and products were emphasized with 3D models.

Annotated screens from the original website.

Pain Points

Outdated design elements
Congested layout
Lack of consistency across design system
Inconsistent brand image

Solution

Update and standardize design elements, adjust layout structures, and prioritize new sections that better represent an upscale brand image.

Design Process

I started the redesign by making some basic building blocks like buttons, a nav bar, and other small elements.

I then rebuilt the different sections of Aston Martin's landing page, using my new elements wherever necessary. While doing so, I focused on adding more breathability to the site as well as keep each section as meaningful to the brand image as possible.

Components made in Figma for the website.

One important element of Aston Martin's brand that wasn't included in their website was their involvment in racing. I made special emphasis of this with a new section dedicated to their F1 racecar.

Another large area for improvement was the news section. I combined the Stories and News sections into one and gave it a "hero" story as well as tags to give users a better idea of article topics.

Final Product + Takeaways

While not a full scale project that encapsulates the entire UX workflow, small exercises like this have proven to be helpful to me.

I find that focusing on small areas of the UX design and research processes help me work more efficiently in large scale projects. It's kind of like practicing the fundamentals of a sport so that you can move more fluidly in a game.

It was great to see and more importantly feel the difference between the original website and my redesign. Aston Martin is a brand with a rich history, but absolutely benefits from a push into the modern age.

Thanks for viewing.