Tesla

How do you sway and sell car prospects to consider a new technology when there were no dealerships?

Once upon a time, not too long ago, an all-electric luxury sedan seemed like a risky proposition to consumers. Faced with the challenge of winning over a global population deeply committed to gasoline powered cars, Tesla carefully developed its showroom experience to help consumers overcome the five main objections to an all-electric car. Realizing that not everyone could experience a showroom, Tesla asked our help bring that showroom experience to life in the living room.

While at Cibo, I worked both as creative director and lead designer with the Tesla Marketing/UX team on a series of digital initiatives ranging from the award-winning GoElectric experience, to an interactive cost comparison calculator that allows the customer to understand the value of driving a Tesla, to redesigning the customer check-out flow in order to reduce drop off rate.

With GoElectric, we helped drive traffic and conversion through interactive features, visual storytelling, and occasional humor, we introduced key concepts that address each obstacle, leading the customer to a set of controls that encouraged them to engage with the technology. An interaction that led to the second-most visited page on Tesla's website.

By easing customers into the experience, and letting them play with interactive tools that both enlighten and excite, we easily converted reservations about the purchase into reservations for a purchase. All in a format easily viewable on an iPad’s web browser from the comfort of the living room. The result was the award-winning GoElectric experience, the second most visited page on Tesla’s website and an incredible source of leads for their new Model-S sedan.