Project Overview

The site creates real-time rendered, interactive 3D graphics that run in a web browser without the need to download or install any additional plugins. Moto Maker’s intuitive UI turns what could be a cumbersome and intimidating process into one that is striking in its simplicity.

Project Commissioner

Motorola

Project Creator

DigitasLBi

Project Brief

Deliver a best of breed e-commerce experience tailored to our consumer that informs them of the new Moto X and brings the new Motorola brand story to life.

The Moto X was the first phone to be released under Google. It was to be built in America. The customization options were the likes of which had never been seen before for a mobile phone. The work needed to shift perceptions, reposition Motorola in the marketplace and ultimately drive sales of the Moto X.

Project Innovation/Need

We’re so connected to our phones they’ve become an extension of who we are. Moto Maker takes things one step further, allowing people to design a Moto X to match their own unique style. With hundreds of color and feature combinations, Moto Maker is a powerful customization tool the likes of which have never been seen before for a mobile phone. People shopping for their new phone might visit the site from their computer, tablet, even their old phone. Moto Maker was designed responsively, functioning flawlessly on any device.

Design Challenge

The key objective is to inform, educate and guide consumers through customizing and purchasing their Moto X device. With hundreds of color and feature combinations, designing a developing an experience that is fun, engaging and easy to navigate, was a key challenge. People shopping for their new phone might visit the site from their computer, tablet, even their old phone. Moto Maker had to be designed responsively, functioning flawlessly on any device.

User Experience

Our vision for the design was to make a minimal and effective UI, something that allowed the Moto X to be the focus - and not be visually distracted by elements around it. The base palette was derived loosely from cooler tones in Motorola's new color system - our way of keeping a subtle but appropriate reference to the brand. The result was a clean, uncluttered and easy to use experience.