The problem
RED Cameras is a renowned camera manufacturer known for its high-end professional-grade cameras used in Hollywood movies and TV shows. RED's innovations and technological advancements are unmatched in the industry. In 2018, RED ventured into the mobile phone space and looked to launch its flagship phone, the Hydrogen One. The Hydrogen One features a high-end camera with holographic, 4-view technology that enables users to experience content in a whole new way.
What we found:
- The competitive landscape was fierce and full of high-end feature-focused websites
- Reflecting the brand was key to carrying the legacy of the company and its reputation of excellence in the camera industry
- Highlighting the differences in its secondary software and bonus features could be used to stand out from the market
The challenges
Promoting and setting up a platform for the Hydrogen One phone was a straightforward concept. The website needed to showcase the phone's unique and innovative features and differentiate it from other high-end phones in the market. We also needed somewhere to sell the device and accessories, as well as provide support and tutorials to existing and future customers.
Web design
Feature-focused promotional website for eComm and support.
Consistent system
Site built on a simple design system to keep the build efficient.
Web dev
Working closely with outside developers to ensure final delivery and interactivity.
Brand & style
The website needed to have a modern, bold, and industrial styling that adapted RED's look and feel to the web. The website’s full e-commerce experience from interest to point-of-sale was designed with bold visuals and strong calls to action to help drive the user to purchase (see Home page landing experience that features a brief feature highlight and path to purchase and device feature page).
Site features
The website was composed of dedicated landing pages for the Hydrogen One's details and specs. The shopping experience featured product details, cart and checkout, and support content. The Lab section provided how-to videos and tutorials. We also showcased the Hydrogen Network page where we highlighted select movies and entertainment that had been adapted for the phone's unique technology and viewing features (See: Hydrogen One Library page for support, tutorials, and start-up walk-throughs; The Hydrogen Network page, the network was a collective of new and upcoming releases formatted specifically to the Hydrogen One’s technology and prospective RED products).
Design process
The design process involved rounds of designs and stakeholder reviews, followed by creating a design kit for the website including elements like fonts, colors, and smaller ui items.
The development handoff was followed by feedback sessions, testing, and QA. Finally, the website was launched after approvals and testing from all parties involved.
Unique Pages vs. Templates
For the premier pages, the designs were unique and focused on an interactive, animated experience to create user interest.
We also provided templatized pages for easy updates and guided constructions of copy and content. The customer support section and individual product shopping pages, followed the same features and interactions. The shopping cart and checkout experience followed a consistent pattern with industry standards. We also created a few landing page starters to assist with future creation if needed for new releases and added content.
Conclusion
The website design and development process was successful overall. The website showcased RED's latest product, the Hydrogen One phone, and provided a full e-commerce experience for users. After the website launch, the site was taken internally by RED after the handoff and RED was pleased with the outcome.
Later, RED’s ambitious phone project was discontinued after just the single device. The owner, Jim Jannard, announced the company’s decision around his retirement. The site has since been taken down.
