Tesla's Value Perception

September 9, 2018
Product tour

Tesla's mission is to support the world's transition to sustainable transport by bringing high-tech and compelling electric cars to the mass market. An essential part of making this happen is making electric cars desirable. To do this, Tesla has designed its web experience to promote its cars and brand in a way that boosts the perception and appeal of electric cars.

Why this is really good UX:

  • Tesla focuses on the emotional design of the experience. Emotional design happens on three levels: the visceral, behavioral, and reflective. The visceral is the first visual impression of the product where quality is perceived from the look and feel. Tesla addresses this with a full-screen image of the car to make a statement through the detail and clarity of the image. The behavioral—the assessment of how well the product performs the desired functions—is met with concise copy, icons, and the focus on safety and performance. The reflective is how the product will make us feel and be perceived by others, which Tesla addresses with its video content that puts the car into a real-life context, making it easier for the user to imagine the feeling of owning a Tesla.
  • Because Tesla needs to communicate a lot of information and evoke positive emotions at the same time, the web page is split into nine separate full-screen sections to make the experience more manageable for the user. This approach is otherwise known as progressive disclosure: a method to chunk information into segments to ensure the user is not overwhelmed.

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