Website redesign: Rolls-Royce Motor Cars

  • Ruth Baughan
  • Paul Ostryzniuk
  • Syed Mukarramuddin
  • Chungaiz Khan Mumtaz
This project at AKQA London gave me the incredible opportunity to work on a redesign from sprint 1 to launch.
My work on the redesign stretched from remoulding the content architecture of the site, to authoring content on AEM.
Our content strategy grew from an original appreciation for the product itself - truly bespoke one of a kind motorcars - which push the boundaries of customisation. It is rare to start a project with such a wealth of quality assets. In this project, discovering the story behind each asset really caught the team's imagination. We built a strategy upon the everlasting foundation values of the RRMC brand, through a lens of cool, modern, luxury.
Throughout the process, I thoroughly enjoyed the workshops I led with the client - for example on re-designing the forms on the site. This exercise tapped in to one of my longtime curiosities. I have had a secret love of forms since I was little, filling in immigration or car hire forms my parents gave me to keep me occupied on flights. For RRMC, forms were one tool to capture potential buyer's interest, but used a one size fits all policy. I worked with our clients to implement a new form strategy which identified a user's intent whilst improving completion rates.
I relish in projects such as this one which have allowed me to craft an experience holistically. Since user's aren't blinkered when they visit, or even aware of the political lines they may be crossing from page to page, I believe it makes the most sense to design an experience in this way too.


  • AKQA logo


    • Design
  • R

    Rolls-Royce Motor Cars