Creative
Microsite
2024
Nascar
Digital microsite to boost fan engagement.
Timeline
Aug 2024
TEAM
4 designers
ROLE
UX Research, UX Design
FOCUS
Visual design, design system
Why a microsite for Nascar?
Racing is about more than just speed; it’s about personalities. This microsite breaks the mold of traditional sports statistics by using 'Scrollytelling' and WebGL motion effects to immerse users in the psychological archetypes of drivers (The Pioneer, The Challenger). The result is a cinematic web experience that connects new fans to the human stories behind the helmet.
Problem statement
Framing the problem
How might we…
Viewer journey
Nascar's current website
Enhance Discoverability
Upon landing, visitors will see a single captivating keyword which describes each of NASCAR’s drivers. This entices viewer to hover keywords to discover more driver.
Showcase Rising Stars
Feature the line-up from one of NASCAR’s top racing series, the Cup Series, which also lead up to Daytona 500, one of the most prestigious motorsport events in the world.
User experience
Defining the Driver
Three keywords to further represent each driver’s personalities on the track, their personal life, and their hobbies.
Video Shorts
A gallery of short-form clips makes it easy for viewers to learn about the unique narratives of the driver through their interviews and behind the scenes content.
Speedometer Timeline
Using the speedometer as an indicator to guide the viewer through the history of NASCAR’s drivers. The benchmarks are indication of milestones corresponding with the year.
Career Highlights
To highlight the unique backstories of how NASCAR drivers became professional racers and to show outstanding moments from their career.
