California Dune

A scalable web framework created to support Rivian’s first Limited Edition trim—pairing premium storytelling with intuitive architecture

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Problem

Rivian’s first-ever Limited Edition trim needed a compelling digital launch that conveyed exclusivity and innovation—while functioning seamlessly within the existing site ecosystem.

Solution

We developed a launch experience that elevated the Dune trim’s unique value through immersive visuals, refined hierarchy, and an architecture that supported both exploration and conversion.

I led UX strategy and website architecture, collaborating with product, marketing, and design to shape page flows, organize key differentiators, and align on a launch plan.

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Anticipating future exclusive trims, I designed the Dune launch page as a flexible framework—combining high-end storytelling with a scalable system. The IA and wireframes shown here helped secure early alignment across product, marketing, and engineering.

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year
2025
timeframe
1 month
role
Lead UX Strategist
category
Architecture & Strategy
01
We created a net-new product marketing template to introduce Rivian’s first Limited Edition trim, using immersive storytelling and elevated design to create a sense of rarity and belonging. The page set a new bar for how the brand communicates exclusivity—and gave future product launches a flexible storytelling framework.
02
With mobile making up over 60% of site traffic, we prioritized a mobile-first layout that preserved visual richness and clarity—ensuring the premium feel of the launch translated seamlessly across screen sizes.
03
The product detail page served as the key decision point in the purchase flow—bridging inspiration and conversion. We carefully structured specs, features, and gallery content to guide users toward action without overwhelming them.
see also
Creative Direction

Kitchenaid App

Research & Strategy

Rivian Spaces

Research & Strategy

Rivian Adventure Platform

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