New model launch
Two years after the first Rivian vehicle deliveries, the company reached an exciting milestone: the launch of a new model. This launch introduced a range of updates, including new motor options, battery configurations, interior choices, exterior colors, wheels, pricing, and capabilities. More than just a new product, it marked a reintroduction of the brand to the public and a key opportunity to refine the direct-to-consumer web experience. This pivotal moment enabled a comprehensive re-evaluation of the purchase workflow, ensuring every aspect was optimized for clarity, simplicity, and impact.
Company
Rivian
Year
2024
Product Opportunity
Launch two new models and streamline the customer order flow.
Key Product Requirements
-
Introduce new options and pricing for the latest models, providing clear and aspirational content to educate customers.
Revisit the product page hierarchy and value propositions to ensure messaging aligns with customer needs and highlights the unique benefits of each model.
Develop tailored experiences to differentiate R1T and R1S positioning based on customer segments, improving relevance and engagement.
Orchestrate the launch of all components to align with the global release, timed precisely with the media embargo lifting for maximum impact.
-
Open the configurator to the public, transitioning from a deposit-based invite system to a streamlined one-step order creation process.
Enhance the inventory shopping experience by organizing information more effectively and adding filters for model year and vehicle generation.
Create a clear and intuitive path for customers to place a custom order or shop available inventory, reducing friction and improving clarity.
-
Introduce new Tri-Motor and Quad-Motor drive systems, allowing customers to compare motor capabilities side by side. Provide transparency and empower customers to make well-informed decisions.
Allow customers to place orders for Tri-Motor vehicles with clear communication about expected delivery timelines.
Develop a reservation system for the upcoming Quad-Motor model, ensuring a seamless pre-order process for interested buyers.
Solution Highlight 1
Improved product education
Product pages play a critical role in introducing customers to our vehicles, helping them understand the offerings, and inspiring them to make a purchase. While our truck and SUV share the same platform and architecture, their target customer segments are distinctly different. Truck customers tend to be more male, less likely to have children, and often have outdoor hobbies involving gear like bikes or camping equipment. On the other hand, SUV customers are more likely to be female, family-oriented, and focused on spaciousness and practicality.
Recognizing these differences, we developed a new page hierarchy that emphasized product differentiation between the truck and SUV. Previously, the product pages for both vehicles were nearly identical, but we tailored the new pages to highlight the unique features of each model. For example, we prominently showcased the all-electric, seven-seater capability of the SUV, appealing to its family-focused audience. Additionally, we incorporated more lifestyle imagery, showing real people using the vehicles in relevant settings, which helped customers connect emotionally with the product.
The redesigned pages also improved usability by introducing a visual card layout, enabling customers to quickly scan a wealth of information and dive deeper into topics that interested them—a “snorkel then dive” approach. Furthermore, we ensured that a clear link to purchase was always present, seamlessly guiding users from exploration to conversion. This approach not only enhanced product understanding but also helped customers quickly identify the unique value propositions of each vehicle.
Solution Highlight 2
Streamlined purchase flow
As a direct-to-consumer car company, Rivian relies heavily on an optimized purchase flow to drive overall business success. With the launch of our new models, we seized the opportunity to streamline and enhance the purchase process. Previously, customers placed a deposit first and were later invited to configure their order in a two-step process. Recognizing the inefficiency of this approach, we redesigned the flow to make the configurator publicly accessible, allowing customers to place and configure their orders in a single step. This eliminated the need for email invitations and reminders, significantly reducing friction in the purchase journey.
This change also increased visibility of the configurator itself, giving potential customers—those just exploring the offering—immediate access to the latest prices and available options. Additionally, we introduced a dual-path purchasing model, enabling customers to choose between placing a custom order or selecting from available inventory. To support this update, we ensured customers clearly understood the differences and trade-offs between the two options. Customers prioritizing speed could choose inventory vehicles for quicker delivery, while those seeking a specific configuration could opt for a custom order and wait for their ideal build. This redesign not only simplified the purchase process but also empowered customers to make informed decisions, enhancing their overall experience and boosting conversion rates.
Solution Highlight 3
New motor introduction
As part of this launch, we introduced new tri-motor and quad-motor drive systems, offering customers more choices to find the vehicle that best suited their needs. While these options were a win for customers, they also required clear education and distinct purchase flows due to different fulfillment timelines. Quad-motor vehicles, arriving in 2025, could only be reserved for future configuration, while tri-motor vehicles were available for custom orders. Dual-motor options offered the most flexibility, with both custom orders and inventory availability. The website redesign accounted for these complexities, guiding customers seamlessly through the decision-making process and ensuring they felt confident in choosing the right path for their needs.
Results
-
+54% total sessions
Marketing strategy successfully brought new customers to the site with almost half of the traffic visiting critical purchase flow pages (Shop, Configurator), marketing destiantions and site navigation successfully got people to these critical pages.
-
+95% engagement time
Customers were highly engaged with the redesigned product pages and the public configurator app. This streamlined experience enhanced customer interest and informed purchasing decisions.
-
+640% orders
The new streamlined order flow also led to a significant increase in orders within the first five days. Making the configurator public was particularly impactful, reducing the ~40% drop-off previously seen with each new page.