The Future Is Now
Founded in 2006 by five award-winning MIT graduates, Terrafugia was built around the dream of making personal aviation transportation accessible to everyone. Having brought together a team of experienced engineers and business professionals with the aim of understanding both aviation and automotive technologies, Terrafugia have successfully designed, tested and flown two iterations of their initial vehicle prototype, known as the Transition. In response to rapid, industry wide technological progress and increasing regulatory acceptance, Terrafugia designed a vehicle, known as the TF-X. This hybrid electric flying car with vertical take off, landing capabilities and computer controlled flight could be the next level of personal mobility.
With the seeds sown for this revolutionary invention, 3five worked with Terrafugia to create an enlightening user experience that engages the public and gets people excited about the future, encouraging them to invest and reserve.
First Impression With Simple Design
Terrafugia grappled with a dated website that showcased two products: the current prototype and the vision for the future (the TF-XTM). Lacking a clear distinction between the two, the website failed to have a unified vision. 3five worked with Terrafugia to phase out the first model, focusing solely on the TF-XTM. The goal was not to create an online brochure, rather to inspire and educate potential clients through stirring photography and content, thus creating confidence in users to invest and reserve. First impressions have a significant impact on the initial judgement of something, especially in the first couple of seconds.
We set out to remedy these issues, firstly by showcasing the products created by Terrafugia in a way that captured visitor attention and secondly by providing bite size pieces of information detailing the vision of Terrafugia. We created futuristic imagery using Photoshop to show the advanced technology used in creating these revolutionary automobiles. Some of the images were created to demonstrate how these automobiles can be used in everyday life, making the concept of a flying car more relatable and practical. We took the time to develop jaw-dropping imagery that draws users attention and keeps them engaged.
User Experience
Headings and descriptive information for each product were cluttered, making it difficult to differentiate between products. The original site presented the majority of information as text, users are reluctant to read through swathes of text as it is unappealing. We rearranged this text heavy approach, placing relevant information alongside engaging images. This reduced the amount of text while increasing whitespace on each page making for uncluttered, legible viewing. We were also able to formulate clear calls to action inviting the user to click through the site to learn more about each product. As we reduced the written content on the homepage, we decided to replace this information with a video exhibiting how the TF-X is tailored for everyday use. Video content resonates with the modern user more than written word as it is more engaging.
The original Terrafugia site struggled to differentiate between products. Images were shown in no particular order while also being too similar to differentiate between products. Through our reworked images and descriptions we made it clear to the user which product they were viewing.
Site navigation was also improved in the new build. A clear, main navigation bar located in the header of each page allows the user to easily find specific information without having to search long and hard. The cluttered, technical information seen listed on the original site was reworked into scrolling blocks, adapting to show new information as the user scrolls the page. Users can now pick and choose the information they want to see with ease as each section is separated and contains headings specific to certain information.
Responsive design was also implemented in the new site build. With the majority of people accessing the web through their mobile device, it was important that the new site was flexible and had the ability to change its structure without losing vital functionality regardless of the device.
End Product
Through stunning aesthetics and digestible information we were able to create a sleek, modern website that goes hand in hand with the futuristic feel of Terrafugia, its brand and its products. Providing Terrafugia with a clean, clear user experience was essential to this project as well as the importance of imagery to dazzle the user and showcase groundbreaking technology. Placing short, descriptive information throughout the site coupled with images allowed the user to learn about the product quickly while prompting them to stay on the site and learn more. It was a pleasure for us work with Terrafugia and gain an insight into this exciting technology.
