Advancing electric driving with Polestar
- ClientPolestar
- IndustryAuto
- ServicesMarketing · Customer Experience
- CapabilitiesContent strategy · Information Architecture · Channel strategy
How Polestar’s progressive vision inspired a state-of-the-art web experience
Polestar set out to bring its progressive vision to life online—matching the excitement of the vehicle with a digital experience that could guide shoppers from curiosity to confident next steps. To get there, the brand needed a state-of-the-art web experience that broke from convention while staying true to its design and technology ethos.
This case study explores how Code and Theory approached reimagining Polestar’s web experience to make exploration feel clearer, more immersive, and more connected across touchpoints. You’ll see the high-level thinking behind the experience and how it was shaped to move people smoothly from discovery to action.
Key Takeaways
The new experience increased time on page by +88%
More shoppers signed up for test drives, driving +190% test drive sign-ups
More shoppers started configuring cars, delivering +75% car configuration starts
Overall, the new experience moved more shoppers toward action across key steps
Impact
Code and Theory partnered with Polestar to deliver a web experience that reflects the brand’s progressive design and technology. The result helps customers explore vehicles with greater clarity and confidence as they move from discovery to action, supporting a more consistent journey across web, mobile, and in-person touchpoints.
Progressive brands need progressive products
Scandinavian design often prioritizes minimalism, in all senses of the word, above all else.
While static images in editorial layouts may be successful in the right market, data from Polestar North America showed a major drop-off as soon as people landed on the product detail page, resulting in a significant loss of market share.
An IA with no dead ends
We streamlined the path to purchase by making the most vital information more accessible — faster. The new navigation and overall information architecture leverages a modal paradigm that keeps people immersed on the page rather than wandering down dead ends.
What used to be a 60+ page intersection with less than 1% traffic is now a single page of highly engaging open road.
Less code, more action
When faced with complex animations and the challenge to increase conversions, our engineering team tackled website development, CMS management, and deployment on a server-less infrastructure.
The result? A renewed information architecture with highly responsive, smooth animations for a speedy experience.
Don’t show. Don’t tell. Play
We saw a 70% increase in scroll rates after pairing every informational module with an interactive element to let people play with the website, rather than just look at it.
By the time someone gets to the bottom of the page, they’ve essentially completed a digital test drive.
Detail at every touchpoint
The Polestar 2 vehicle is as thoughtful as it is beautiful — not only the design of its surface details, but the sustainable technology that lives under the hood.
With that, we set out to create a flexible web experience with as much attention to detail as the car itself.
Reducing range anxiety
Each customer has a different need when it comes to driving — for some it’s a long distance road trip, while others use their car for a quick jaunt around town.
We crafted an interactive, tailored experience to educate around the vehicle’s range, leading to a 307% increase in calculator engagement. The more they know about the capabilities, the less worried they are about getting there.
What We Did
Led design and product strategy for Polestar's web and mobile experiences
Developed an information architecture with no dead ends
Created a flexible UI kit to unify every digital touchpoint
Shipped a scalable design system and implementation approach to support ongoing product evolution
A scalable web template for Polestar Spaces
For Polestar’s in-person locations, we established a new web template that improves engagement and clarity for customers while increasing efficiency and control for franchise owners. The experience supports a clearer customer journey, making it easier to find key information and move from exploration to action. People can now plan visits and explore the cars at their own speed.
Customers can also schedule test drives, helping them take the next step with confidence. Built to scale across Polestar Spaces, the template helps keep the experience consistent while meeting local needs. This creates a more unified experience across locations without losing what makes each market unique.
Read More
Let’s get to work. Start a conversation.
newbiz@codeandtheory.comCode and Theory is a proud member of Stagwell Group. Stagwell is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com
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