About

My Role

As the visual and web designer, I partnered with the marketing team to shape an improved web experience. My role centered on optimizing the vehicle and reservation pages to drive higher conversion.

Problem

High exits on Aptera’s Vehicle and Reservation pages revealed critical

friction in the funnel. The lack of modern design system and a clear flow

caused users to disengage before making a reservation.

Mapping Behavior Data

We began by mapping key exit points to understand user drop-off patterns. While users engaged heavily with product visuals and specs, heatmaps revealed high bounce rates—most notably on the vehicle page and at step two of interior selection.

Where users exit the most

15%

Reservation

Completion Rate

30%

Vehicle Page

Bounce Rate

Competitive Analysis

We benchmarked product websites to uncover effective patterns in flow and storytelling. High-converting sites surfaced value, pricing and trust near the reservation CTA, while Aptera's older flow buried key details and added friction.

Flow 1: From UI Experience to Vehicle Exterior

Flow 1 focuses on the experience from the interior of the vehicle to the exterior. This inside-out approach begins with the driver’s interaction in the in-vehicle interface and expands outward to highlight the full experience.

Design Audit

Analyzing the current vehicle and reservation pages revealed outdated visuals and unclear interactions, both of which introduced friction into the user journey. Users struggled to scan, locate actions and trust the flow, driving them to exit.

At Aptera, I redesigned the website and applied a unified design system.

This case study spotlights the vehicle and reservation pages from the full web overhaul.
This project is live at www.aptera.us

Outcome

Redesign boosted

+1 8% engagement,

+8% increase

in reservations

Timeline

April - June 2024

Role

Visual + UI Designer

Platform

Web / Mobile / Responsive

Team

1 Head of Design

1 UX Designer

2 Dev

2 Marketing

Vehicle Page Iterations

How did we organize the vehicle page to enhance
engagement and guide users into the reservation funnel?

Flow 2: Conventional Flow Aligned with User Expectations

Flow 2 focuses on the exterior of the vehicle to the interior of the vehicle. A conventional sequence most users are familiar with in vehicle product explroation, meeting with mentla models.

Reservation Page

How can we redesign the reservation flow to

give users a seamless reservation experience?

Reservation Progress Visualized Through Solar Gradient

In our first ideation of the vehicle page, we used color gradation as a progress cue, shifting from dark to light to align with Aptera's solar brand. However, this approach fell short in accessibility and scalability.

Scalable Grid with Clear Visual Cues

We evolved the design into a simpler, more scalable system guided by clear color-coded tap targets. Green signalized options within the Launch Edition specs, while orange indicated future variants. This was mirrored in the bottom bar for clarity when checking out.

Immersive visuals for each landing category on the vehicle page

Responsive design for seamless mobile engagement ⤵

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