Lightship
Product Experience
Mandate
Lightship builds the first all-electric travel trailers, a product category that didn't exist before. Their site was one long scroll, heavy on atmosphere but light on structure. The mandate: turn it into a product-first platform that explains a brand-new category clearly, and that can scale as the product line grows.
Challenge
How do you make people understand something they've never seen? An electric trailer isn't a car or an RV, so there's no mental model to lean on. The UX had to teach a new category without overwhelming, hold two very different audiences (dreamers browsing, buyers comparing specs), and make dense technology, systems, materials, performance, feel tangible rather than technical.
Solution
I structured the site as a guided journey that moves between inspiration and understanding. A clear information architecture lets users go deep or stay high-level at their own pace, with navigable layers instead of one endless scroll. Interactive 3D shows systems and materials in context, turning abstract engineering into something you can see and grasp. The design system was built to expand, so Lightship can add products without breaking the core narrative.
Results & Recognition
Since launch, page-view-to-lead conversion jumped 130% and sales roughly 133%, confirming Lightship's shift from startup to segment leader. Awwwards x2 IDEA x4 CSS Design Awards x1 Locomotive, 2025