getcruise.com redesign
2022
First, create a launchpad.
With ambitious goals, the site had to support a rapidly evolving company in a moment of expansion. User insights revealed that the core to Cruise’s success was making driverless rides feel real, not something that exists in the future. AKQA needed to bring site visitors on a journey from what is possible, to what is real right now.
Meanwhile, in a highly competitive job market, it was essential to elevate everything and everyone that makes Cruise special. AKQA took an audience-centric approach by validating the Cruise experience through relatable proof points and audience benefits, telling the story of Cruise and its people in a way that feels honest and transparent.
All of this needed to be achieved while empowering the Cruise team with a site that would be flexible and dynamic in a moment of rapid evolution.
Experience the ride.
The site design is purposely big, bold, unapologetic and alive. Large visuals, and a focus on embedded video and subtle interactions within each module, bring the concept of driverless rides to life.
And as early adopters began to take their first rides, their reactions were deeply authentic and compelling. The site uses these videos as a way to tell the Cruise story, spotlighting the thrill of the first ride in embedded social media posts and quotes.
Next, attract world-class talent.
For job candidates, AKQA highlighted employee perspectives on why they joined Cruise, and why they feel their work is an important part of building the future. This created a sense of day-to-day insights for job-seekers on the site.
AKQA built the site structure around audience need (Early Rider/Prospect Employees), organizing content to align with user search intent and content engagement — which also helped define and support users’ natural pathways throughout the site.
By providing the most dynamic and seamless experience of the driverless ride, both evolutionary and revolutionary, Cruise demonstrated their leadership in the category.
Like Cruise themselves, the site was built for the future. AKQA partnered closely with Cruise to design and implement a headless CMS architecture that included a simplified content model for authoring and a Component Library that decoupled their existing monolith into a modular mono repo.
AKQA and Cruise leveraged best-in-class tools and services such as Storybook and Gatsby Cloud to deliver an experience backed by a robust and flexible technical foundation.
We leaned into this sneaky behavior and crafted a global campaign platform for Coke Zero Sugar that actually encourages people to #TakeATaste. A series of socially-driven, experience-led communications and activations encourage young adults to either sneakily take a taste of a Coke Zero or protect their own Coke Zero from being taken by others. We created a cast of characters who came to life in a series of mini-animated films, posters, social assets, mobile games, limited edition packaging, a world-first ‘Security Can’, and other media worldwide.
We leaned into this sneaky behavior and crafted a global campaign platform for Coke Zero Sugar that actually encourages people to #TakeATaste. A series of socially-driven, experience-led communications and activations encourage young adults to either sneakily take a taste of a Coke Zero or protect their own Coke Zero from being taken by others. We created a cast of characters who came to life in a series of mini-animated films, posters, social assets, mobile games, limited edition packaging, a world-first ‘Security Can’, and other media worldwide.
We leaned into this sneaky behavior and crafted a global campaign platform for Coke Zero Sugar that actually encourages people to #TakeATaste. A series of socially-driven, experience-led communications and activations encourage young adults to either sneakily take a taste of a Coke Zero or protect their own Coke Zero from being taken by others. We created a cast of characters who came to life in a series of mini-animated films, posters, social assets, mobile games, limited edition packaging, a world-first ‘Security Can’, and other media worldwide.
We leaned into this sneaky behavior and crafted a global campaign platform for Coke Zero Sugar that actually encourages people to #TakeATaste. A series of socially-driven, experience-led communications and activations encourage young adults to either sneakily take a taste of a Coke Zero or protect their own Coke Zero from being taken by others. We created a cast of characters who came to life in a series of mini-animated films, posters, social assets, mobile games, limited edition packaging, a world-first ‘Security Can’, and other media worldwide.
© Matthew Kim
© Matthew Kim
© Matthew Kim
© Matthew Kim
© Matthew Kim