DriveTribe is a community for petrolheads.
DriveTribe is a petrolhead social media company created by Jeremy Clarkson, Hammond and May. During my time, DriveTribe had over 10 million daily active users, and 760,000 monthly app downloads (across DriveTribe and Joyride). I was responsible for design improvements of the web and app platforms, along with the conception and shipping of DriveTribe’s sister app, Joyride. Working heavily with data analysts, front-end, back-end, react developers, and the CPO. I was also in charge of a creating FoodTribe, a food-based social media, working solely with the CEO, CMO and CPO.
140M
active monthly users (2019)
£12M
funding in one round
4.9M
Facebook followers
1.7Bn
content impressions per month
Our challenges
DriveTribe always wanted to be the one-stop shop for all things automotive. This meant being able to offer a wide variety of content, features and community support. As the petrolhead community is very broad and intricate, DriveTribe's goal was to cater to everybody's needs and entertain users as much as possible.
My contributions
As a product designer across web and app platforms, I led the creation of several community features like a quiz engine and poll engine, along with other social experiments (digital garages and games). I designed new verticals for the product, allowing our users to navigate freely from Formula1 to JDM to e-cars, and more. I spent a considerable amount of time getting to know the petrolheads community, going to shows and interviewing power users. Collaborating so closely with the community allowed me to push our feature-set further and significantly elongate users' time spent on DriveTribe.
