Lucid Motors - EV Website Design
Secnd Studio
Overview
Lucid Motors builds electric vehicles at the top end of the luxury market, with the Air sedan in production and the Gravity SUV arriving in 2024. After pitching and winning the project, I joined a team of five designers as visual designer, working through to launch. My responsibilities covered managing the design system, running workshops, and handling visual and interaction design across the site. The redesign launched alongside the Gravity debut and drove a 7000% increase in sign-ups across 60,000 sessions. It won Mediapost's Best Interactive Execution at the 2024 Automotive Awards.
Industry
Automotive
Year
2023
Services
Website, Motion
Scope
Visual Design, Interaction Design, Design Systems, Motion Design
Visit
The Challenge
The site was built around a single vehicle. With Gravity arriving, it had to carry two without either competing for attention, hold a luxury standard, and scale as the lineup grew.
The Strategy
Build on a shared design system instead of styling pages individually, so both models could launch from the same components. Put the questions buyers actually ask, range, dimensions, trim differences, on the page rather than behind navigation.
The Solution
Dual hero sections gave Air and Gravity equal footing, each with a direct route to booking a test drive or placing an order. Charging and range moved high on the page as the first thing a buyer wants answered. We illustrated the vehicles in Adobe Illustrator with accurate dimensions so scale reads at a glance, and a comparison table made trim differences legible in one view.
Impact
The redesign launched alongside the Gravity SUV debut. Pairing the aspirational with the practical gave a groundbreaking electric SUV a human entry point, and converted launch attention into a 7000% increase in sign-ups across 60,000 sessions.
Awards
Mediapost named the site Best Interactive Execution at the 2024 Automotive Awards.
Motion
Easings were tuned to the way the Air pulls away from a stop. Transitions are paced to feel deliberate rather than quick, and each route is choreographed so one element leads and the rest follow.
Nothing moves for decoration. Every reveal carries the eye to the next decision.
Thank you!
Two minds, one studio, shaping brands, websites, products and motion.
Visit: second.studio
Email: hello@second.studio
Book a call: cal.com/secnd-studio/intro
Like this project
Posted Oct 7, 2026
Website redesign for Lucid's Gravity SUV launch. It drove a 7000% increase in sign-ups and won Mediapost's Best Interactive Execution award.
