BBC Top Gear

01. Challenge

We set out to radically reinvent the Top Gear digital experience and define an industry benchmark that inspires a more youthful audience.

TG has a reputation for world-class content, but the incumbent site did not leverage its potential. Our ambition was to showcase exceptional visual assets and facilitate new and exciting ways of discovering and viewing video content.

02. Approach

A highly-collaborative sprint-based approach driven by ideas, innovation and disrupting convention. I led a blended team from DixonBaxi, BBC Studios and Top Gear to reimagine the design language, core functionality, and tonal range of content for topgear.com.

With a brief to ‘start at revolutionary,’ our initial focus was to create high-level thematic content-first approaches to define a roadmap for innovation and a framework for the digital experience.

The focus of the deep-dive sprints spanned brand expression, UX interaction patterns, UI design and content discovery.

03. Solution

An entertainment-first experience with immersive video coupled with witty editorial, opinion and depth in a seamless design system fit for every screen. 

The highly robust UX model is designed to find world-class content faster and to pivot through the different consumption modes: Feed, Watch and Read.