Damon Motors, based in Vancouver, B.C., is an electric motorcycle company with unique technologies and safety features designed to create a crash-less future through predictive AI and a connected ecosystem.
Damon needed a new website that reflected the innovative capabilities of their bike. They partnered with projekt202 on a 6-month project to design and build a new digital experience.
I was UX lead on this project, driving creative concepts, IA, prototyping, and defining dev requirements.
The core creative team consisted of 3 visual designers, 1 UX designer (myself) and a copy writer. Informed by a brand voice and tone workshop with the client, we proposed 3 creative directions.
We created a unique information architecture, animation, visual and narrative approach per concept.
We used search terms to help us stay focus on the right content for each page. Color coding content types makes it easy to see conversion focused content.
While at the time Damon only offered a single bike model available for pre-order, we wanted to provide a scalable architecture to support future growth including additional bike types, owner content, community content, and a merchandise store.
We explored unconventional navigation options that felt more like a heads up display (HUD) to tie back to the experience on the bike.
For the initial launch, we designed a light-weight configurator where users could compare bike models.
The product details page let’s users experience the bike in more detail.