Electric driving—built for a progressive future.

Polestar, the Swedish electric vehicle company, is breaking industry conventions with their cutting edge design and technology. YML was brought in to create a new, state-of-the-art web experience as impressive and exhilarating as the car itself.

  • +88%
    Time on page
  • +190%
    Test drive sign-ups
  • +75%
    Car configuration starts

Awards & Recognition


Fast Company Innovation by Design - User Experience, Honoree

Fast Company Innovation by Design - Retail, Honoree


Website Features - Best User Experience, GOLD

Best Visual Appeal - Aesthetics, GOLD

General Websites - Automotive, GOLD

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, the data from Polestar North America was showing a major drop-off as soon as people landed on the product detail page, resulting in a significant loss of market share.

A brand built for progress

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.

“YML delivered exceptional work in just hours and days, which we expected to take weeks and months.”
Kyle Denlinger Head of Digital and IT, North America, Polestar

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.

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.

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.

Revamping Polestar Spaces

For Polestar’s in-person locations, we established a new flexible web template that increases engagement and clarity for customers, and efficiency and control for franchise owners — scaling across any and all locations. Now people can easily plan their visits, schedule test drives and explore the cars at their own speed.

The benefits of going green

We know that the next EV someone buys will most likely be their first, so our team of empathetic experience designers set out to guide people through the nuances of electric driving, answer the most common questions and ultimately allow them to fall in love with the idea of going green. Our updates led to a significant increase in browsing and discoverability, measured by the influx of monthly site visits.

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.

How we did it


  • User Experience Design
  • Information Architecture
  • Interaction Design
  • Visual Design
  • Prototyping
  • Copywriting
  • Digital Branding
  • Video Production
  • Motion Graphics


  • Technical Architecture
  • Web Development
  • Front End Interface Development
  • Back End Development Mobile
  • Manual & Automated QA
  • Prototyping


  • Client Strategy
  • Product Strategy
  • User Research & Testing
  • Product Roadmapping
  • Technology Strategy
  • Data Strategy
  • Optimization Strategy

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