I was hired by EMO to lead the design aspect of the development of the Minis' new dealership websites. The new design system needed to be flexible enough for each dealership to adapt it while staying true to the MINI Brand.


As part of the design process we developed a working prototype. We then exposed this to live user testing and shared the insights gained with the client. This helped to change some long held brand conventions and ensured the new site was always focused on the customer, giving them an engaging and stimulating experience as well as maintaining functionality allowing them to make an informed decision as to the right model.

  • Client

  • Agency

    EMO Unlimited
  • Responsibilities

    Art direction and UI Design