LeEco

Founded in November 2004 LeEco is committed to creating the "Le Ecosystem", a next-generation Internet engine that is vertically-integrated to offer an online platform complete with content, devices and applications. LeEco is engaged in a rich array of businesses, spanning Internet TV, video production and distribution, smart devices and large-screen applications to e-commerce and connected super-electric cars, which were announced in late 2014.

A Truly Global Effort

A great big bunch of people, working in 4 cities and spread across 2 continents, worked on the project, all syncing together using HighFive, Google docs, and Invision.

Original Site

The original Letv website offered much room for improvement. There was no style guide present, no consistent grid system used, nor any accessibility in place. The site has several noticable grammatical errors, imagery had no consistent tone, included devices not available in the United States and product UI screens in Mandarin.

Redesign

The initial proposed site would combine Le Technology corporate and PR messaging house with it's consumer focused e-commerce and product purchasing site LeMall.com. The goal was to be a one-stop destination for all interested in the brand whether it be press, investors, or consumers.

The Process

Brand Mood Board

LeEco N.A. needed to differentiate itself from China's original messaging that was not in line the the US consumer target audience. A pitch mood board was created showcasing major competitors, the LeEco branded visuals at the time, and four proposed tones to adopt for the website and all future brand campaigns.

Link to Google Slide

Animation

The challenge was to create a visually interesting site that would set the brand apart. We had a plethora of products and divisions to showcase, from electric vehicles, to smart devices, and production divisions. Interaction and navigation motion mockups were created for a variety of scenarios to best represent each product highlight.

In Depth Example:

Newsroom Page

The Newsroom page was easily the largest undertaking for the entire website rebuild. Our goal was to transform a simple PDF hyperlinked page into a major press resource with categories, tagging, search functionality, responsive and visual article cards, full article pages, and a media library for press.