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Off-Road day Website
Every year CarWale launches an edition of the CarWale Off-Road Day. The event is where CarWale gauge the off-road capabilities of 4x4 SUVs. I got the opportunity to make a website for the event, a flexible website that could be used for BikeWale as well and scaled for years to come.
Year : 2019 Company : CarTrade Tech
Specifics : UI/UX, Design Research
Overview
Objective & Research
Create a webspace that showcase the Off-road day event encompassing all the available information around the cars, tests and user enganging content.
The objective was pretty straight forward and had a lot of directions that it could have been taken. So I started my research with expert interview on what the automobile industry is currently doing when it came to content related to automobile event whether it was racing, testing or showcasing automobiles in general.
Articles
Brand specific Microsites
Videos
Currently there are three major mediums that experts use to showcase SUV related content, whether tests, comparisons, promotions or events.
1.Articles : It has extremely detailed piece of information that is used by most of the websites to show comparisons and tests. But is majorly read by enthusiasts and could be less engaging than a video for a regular user.
2.Brand Specific Microsites : Microsites are very extensive, with freedom to add a lot of medias including galleries, videos, articles and more but promoting a new microsite is a challenge. Brand specific microsites have good budget but it loses its legitimacy as people find the ratings biased.
3.Videos : The most engaging media to show the SUV tests and feature details are videos. The only catch is that covering a whole event via video can make the video lengthy.
Modeling
Framing the Event
I had a discussion with editorial team before the event to understand the structure of the event and what are the activities involved in the entire event.
There were five SUVs used for the event, all the SUVs would be tested with six different tests and rated depending on the performance. The whole event would be documented in a video, SUV specific articles, pictures and ratings table.
Documentation of previous Off-road day events was just one lengthy video on youtube, several articles on each SUVs, and one gallery with all the photos. This year I decided to change a few aspects based on current user behavior.
I split up all the media into more digestible content
Video: Apart from creating a single video of the event as usual I also created short videos of specific tests for each SUV.
Gallery: Rather than uploading a single gallery I divided the gallery into 3 parts: Cars, Tests and Team.
Adding personality to the SUV: Besides articles having a detailed view on the SUV I asked the editorial team to also give a one-liner description of each SUV to add a fun side to the competition.
Design
Visual Language
Off-road day is an event powered by CarWale so the design language should reflect that it's a part of CarWale family, hence the foundation of colors for the website and logo is based on CarWale.
Desktop CarWale website walkthrough
M-site website walkthrough
Video Shorts
Car personalities
Sponsored unit
Attractive exclusive space created for sponsor, the product on display changes daily as per clients request
Desktop BikeWale website walkthrough
M-site BikeWale website walkthrough
Results
The event got a sponsor Apollo tyres and the website performed great giving great exposure to the event and the brands. The overall event also garnered good number of leads.
With the success of 2019 event, team was also able to sell the property to another sponsor in 2021 and the same design was used again in 2021.
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