McLaren Racing Collective
In collaboration with Sweet, I designed campaign-specific splash pages for McLaren Racing’s web3 drops—optimized for performance, clarity, and conversion. By aligning UX with live event races and collector incentives, we drove rapid engagement and sold out launches.
TEAM
SWEET
ROLE
UX/UI DESIGNER
YEAR
2022
TOOLS
FIGMA, MIRO, TRELLO, JIRA
DESIGN SYSTEM
A Design System Built for Speed and Scale
To keep to McLaren Racing's branding guideline, I establish a design system for the launches. Included type, color, grid, and reusable UI components, aligned with McLaren’s own kit. This foundation ensured rapid delivery across campaigns while maintaining brand integrity, making it easy coordinating with developers and internal stakeholders.
SHADOW LIVERY CAMPAIGN
Web3 Debut of MCL36 Esports Livery
The Shadow Livery campaign highlighted the McLaren Shadow eSports program. I designed a responsive splash page that showcased the limited-run digital collectible. Fans who earned access via Twitch were whitelisted to buy before public launch, creating buzz and urgency. Key UI elements included scarcity indicators, pricing, and an immediate call-to-action, connecting users directly to the Sweet marketplace.
KIWI'S CAPER COMIC
Comic Book Drop Meets Collectible Utility
With Kiwi's Caper campaign, fans collected one comic page per day across the Singapore and Japan Grand Prix weekends, with a physical comic and exclusive team access as rewards for completing the set. I designed a dashboard tracker to visually guide users through the collection journey, using bold color and a cyberpunk style aligned with the comic’s aesthetic.
