Portfolio

Overview

Dunlop and BTCC wanted an interactive microsite to engage fans with 360° visuals and high performance, while subtly reinforcing Dunlop’s brand.

I designed a responsive experience that appealed to both casual fans and enthusiasts, driving more traffic to the Dunlop Tyres site.

UX / Visual Design / Development

Microsite & Virtual Tour

Creation of a microsite and 360° virtual tour for the Dunlop British Touring Circuit Championships

View Case Study

Problem

How do you create an engaging, interactive experience without overwhelming users or slowing down performance?

The solution needed to:

Showcase racing cars in a dynamic, immersive way
Keep page speed fast despite rich visuals
Balance content for both casual fans & motorsport experts

Solution

To create an immersive yet intuitive experience, I focused on structured exploration, interactive storytelling, and high-performance design.

The microsite combined progressive content reveal, gamified interactions to engage users without overwhelming them

User Research

To design an engaging experience, I conducted user research to understand different audience needs.

User Interviews – Spoke with fans to understand what they valued most in digital racing experiences.
Competitor Analysis – Reviewed existing motorsport and racing sites to identify UX gaps.

Wireframes

I started with low-fidelity wireframes to map out the core structure, ensuring a clear hierarchy and intuitive navigation.

Progressive Disclosure

Research showed that motorsport fans vary in interest—some seek technical details, others prefer a quick visual experience. I used progressive disclosure to present content in digestible steps, keeping both engaged.

Reduces Cognitive Load: Information is revealed gradually, helping users stay focused and engaged.
Encourages Exploration: Users explore at their own pace, diving deeper when they choose
Improves Usability: Essential info is easy to find, while extra content is hidden until needed.

Interactive & Gamified UI

To make the microsite as dynamic as the sport itself, I introduced micro-interactions inspired by racing games.

Enhances Engagement: Subtle animations create a sense of movement, making the UI feel alive and interactive.
Creates a Playful Experience: Small gamified elements encourage exploration, making the experience more enjoyable.

Performance-Optimised Design

To ensure fast load times, I replaced large images with CSS-based gradients and SVG elements.
Built using Materialize CSS + custom jQuery, optimizing for mobile, tablet, and desktop.

Brand Guidelines

I ensured the microsite stayed true to Dunlop’s brand by using its bold yellow and black color scheme to reinforce recognition and evoke motorsport energy. Clear, high-performance typography balanced readability with style, while dynamic micro-interactions reflected Dunlop’s precision and innovation.

Outcome: A High-Engagement Experience

The final product was a visually rich, intuitive, and fast-loading microsite that gave fans a behind-the-scenes tour of BTCC racing cars.

The interactive experience led to a significant increase in website traffic, with fans spending more time exploring its features. It was widely shared across social media and motorsport forums, amplifying brand visibility and driving higher engagement.