Leapmotor Brazil Launch
About Leapmotor
Leapmotor entered the Brazilian market at a pivotal moment of transformation in the automotive industry, driven by electrification, connectivity, and advanced driver-assistance systems (ADAS).
The challenge was to introduce the brand in a way that felt clear, trustworthy, and aspirational — translating cutting-edge technology into an accessible digital experience for diverse user profiles.
The project focused on launching the official Leapmotor Brazil website, establishing a strong UX foundation designed not only to communicate the brand in the short term, but also to support long-term scalability across content, products, and services.
The Challenge
Design a digital experience that effectively balanced:
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Brand positioning and market entry in Brazil
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Technical clarity around electric vehicles, ADAS, and connected services
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Intuitive navigation for users with varying levels of technological familiarity
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A flexible and scalable information architecture to support future expansion
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Beyond the homepage, the platform needed to anticipate new content streams and product lines, avoiding a launch-only experience and ensuring long-term digital sustainability.
My Role]
I served as the UX Designer responsible for shaping the website experience, from defining the information architecture to designing key pages and user flows.
Key Responsibilities
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Conducted exploratory research on the automotive market, electric vehicles, and Brazilian consumer behavior
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Defined the information architecture and structured content strategy
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Designed the UX for the homepage and other strategic pages
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Developed scalable and reusable frameworks to support future website expansion
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Collaborated closely with content and visual design teams to ensure alignment between UX, branding, and communication
Understanding the Audience and Market
The project began with a comprehensive analysis of:
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Direct and indirect competitors within the electric vehicle segment
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Global automotive websites and leading digital experience benchmarks
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The informational needs of users interested in electric mobility, particularly those still in the discovery phase
Based on these insights, the website was strategically designed to support both first-time explorers and more advanced users, offering progressive and well-structured content tailored to different levels of familiarity with electric mobility.
Experience Structuring & Information Architecture
The Leapmotor Brazil website architecture was designed as a scalable digital ecosystem, prepared to support portfolio expansion, technological evolution, and different stages of the user journey.
A key strategic focus was future-proofing the platform through:
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Reusable modular structures
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Thematic pages independent from specific vehicle models
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An extensible architecture prepared for new content, services, and product launches
This approach ensures consistency of experience, operational efficiency, and seamless expansion of Leapmotor’s digital ecosystem in Brazil.
Navigation Framework
The navigation was structured around four strategic pillars, each aligned with a clear user intent:
Models — Vehicle discovery and comparison, with scalable model pages designed to accommodate future launches.
Purchase — Centralized commercial pathways designed to reduce friction and streamline conversion.
Owners — Post-sales support and ownership resources, strengthening trust and long-term brand relationships.
Brand — Institutional content reinforcing credibility, innovation, advanced technology, and Leapmotor’s electric DNA.
The structure clearly separates product, brand, conversion, and support layers — reducing cognitive load while enabling the creation of independent thematic pages (such as ADAS and Connected Services), rather than relying solely on model-specific content.
The result is a clear, consistent, and scalable UX foundation designed to evolve alongside the brand.
UX Strategies Implemented
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Modular content structure designed to facilitate updates and future scalability
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Clear visual hierarchy to enhance readability and support technical comprehension
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Educational microcopy to reduce cognitive barriers and improve user understanding
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SEO-ready architecture built to support organic growth
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Simple and predictable navigation aligned with established usability principles
Results & Key Learnings
The project established a solid UX foundation for the digital launch of Leapmotor in Brazil, enabling:
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Clear and compelling communication of the brand and its technological differentiators
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A scalable platform prepared to support new vehicle models, content streams, and service offerings
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Reduced complexity in communicating technical concepts related to electric mobility and advanced systems
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Stronger alignment between user experience, business strategy, and brand positioning
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Beyond the launch phase, the project delivered a future-ready structure designed for continuous evolution, supporting Leapmotor’s long-term growth in the Brazilian market.
What This Project Demonstrates
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A strategic UX vision beyond interface design, approaching digital products as living and evolving systems
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The ability to translate complex technologies into clear, user-centered experiences
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Scalable information architecture planning to support long-term growth
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Strategic contribution to product and brand launch initiatives