Mini
The model page was trying to sell every variant at once. Customers were drowning in options before they'd decided whether the car was for them. The redesign was structured around progressive discovery — show the car first, the configuration later, the spec last — and built on a fresh information architecture defined with AI-assisted research synthesis. Two layers of work, one outcome: a model page that earned the customer's time before asking for it.
Research
Before any new structure was drawn, the existing experience had to be understood — what customers actually did on the page, where they stalled, what they expected next. The research synthesis was AI-assisted, but the questions and the read of the answers were not. The output: a clear picture of what the redesign had to solve.
Site structure
Information architecture used to be a slow, manual job of sorting cards on a wall. AI changed the speed but not the judgment. The structure below was generated from research, then re-shaped by hand — keeping the parts that earned their place and cutting the parts that didn't.
Progressive discovery
The core concept: don't show everything at once. Let the customer arrive at the car, then the variants, then the configuration, then the spec. Each layer earns the next. The isometric view below shows how the page unfolds.
