Over two years, I collaborated with the UX Lead and Creative Director at Critical Mass London to evolve INFINITI’s digital presence across its global and regional websites. My role focused on designing a system of reusable, strategically driven components, including navigation, video storytelling, progressive disclosure, social content, and audio experiences, that reshaped user engagement and enabled the brand to scale its digital identity with consistency and impact.

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Executed under two-week sprints, this project not only delivered measurable improvements in site performance but also won the IAC Award for Best Automotive Website and Creativepool Silver Award in 2024.

• Designed multiple interaction concepts per component, presenting prototypes to UX and creative leadership for alignment.

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• Iterated through stakeholder feedback cycles and translated decisions into detailed documentation for developers and UI teams.

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• Developed component specifications, motion rules, and accessibility guidelines, ensuring scalability.

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• Audited existing pages post-delivery and strategically recommended component placement across the site using data-driven insights.

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• Designed post-implementation usability testing (card sorting and task-based evaluations) to measure performance and inform ongoing improvements.

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Navigation

Created an immersive navigation system with hover-triggered vehicle previews and streamlined mobile cards, enabling fast access to model information while reinforcing brand excitement.

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Try in live website →

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Video Storytelling

Developed eight initial video interaction concepts, refined into two core components:

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• Story Showcase: scroll-controlled storytelling with multiple visual variations.

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• Panning Reveal: hover/swipe interaction designed to drive exploration.

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View Live Example →

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Progressive Disclosure

Designed a scroll-based overlay system that presents information in stages, minimizing cognitive load while increasing user engagement with deeper content.

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View live example →

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Social Content Modules

Created horizontally scrolling carousels for media content that evolved into a flexible system for showcasing both user-generated stories and the full INFINITI lineup.

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Audio Immersion Component

Designed an audio module allowing up to three soundbites per section, enabling sensory engagement through vehicle sounds and narrative cues.

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View Live Example →

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• 11% increase in site traffic and a 5% decrease in bounce rate following component rollout

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• Component-based design system in preparation to be adopted across multiple global markets as the new standard

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• Project success helped secure a dedicated yearly budget for user testing and continuous UX enhancement, confirming INFINITI’s long-term investment in this design system

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• Awarded Best Automotive Website (IAC Awards 2024) and Silver in Web Category (Creativepool Awards 2024)

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View IAC Award →

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View Creative Pool Award →

Agile Workflow Adaptation

Delivered high-quality design under tight timelines by embracing rapid iteration and clear prioritization.

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Designing for Developers

Strengthened my ability to create detailed, developer-friendly documentation that streamlined handoff and reduced implementation errors.

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Testing for Continuous Improvement

Refined my user testing approach to blend task-based evaluation with qualitative feedback—ensuring insights weren’t just measured, but actionable