Rivian Explore Tab

From browsing to belonging — defining Rivian’s Explore tab as a space that sparks curiosity, builds confidence, and drives action.

00

Problem

Rivian needed a way to support and engage customers who hadn’t yet purchased a vehicle, meeting them where they were in the funnel without overwhelming or underserving them. Existing tools were fragmented, with unclear ownership across platforms, and didn’t reflect the nonlinear nature of high-consideration purchases.

Solution

I developed six content buckets tied to funnel progression, from tools that accelerate purchase decisions to features that deepen owner loyalty, giving the team a clear roadmap for what to create, why it matters, and how it works together.

I led experience architecture and design solutions, helping define how the mobile app should serve customers across different stages of their journey. Through stakeholder alignment, journey mapping, and systems modeling, I clarified platform roles, structured flows around user intent rather than internal systems, and laid the groundwork for a scalable cross-platform experience.

Architecture explorations
year
2025
timeframe
6 months
role
Principal Designer
category
Architecture & Strategy
01
The experience supports the long, non-linear decision curve Rivian customers experience, nudging users toward high-value actions like booking demo drives, exploring trade-ins, or testing trip planning before they’ve committed to buy.
02
A fast, friendly quiz that feels more like a conversation than a calculator, ending with a tailored charging setup recommendation just for you.
03
I designed a fresh new component set of Explore-only building blocks that let the team spin up new content in hours, not weeks, while keeping the experience tight and on-brand.
see also
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