Product
A bespoke, real-time vehicle configurator designed to bridge the gap between physical luxury and digital retail immersion.
A bespoke, real-time vehicle configurator designed to bridge the gap between physical luxury and digital retail immersion.
Client
NDA
NDA
My Role
Lead UX/UI Designer (Concept, Strategy, Wireframing, High-Fidelity UI Design in Figma, Handoff & Technical Collaboration)
Lead UX/UI Designer (Concept, Strategy, Wireframing, High-Fidelity UI Design in Figma, Handoff & Technical Collaboration)
Scope
Retail app created as a p
The Structural Problem
In ultra-luxury automotive retail, the purchase process is a performance, not a transaction. Yet the tools available to support it — browser-based configurators, static PDF spec sheets, physical swatches — were designed for information delivery, not experiential immersion. The structural challenge was not cosmetic. It was a paradigm problem: how do you give a client the feeling of authorship over a vehicle without breaking the theatre of the experience? The existing configurator landscape either prioritised the screen (at the expense of control) or prioritised control (at the expense of immersion). Aurora had to do both simultaneously across two screens.
Digital Product Layout Considerations
Key screen layout decisions were made based on hierarchy of interaction informed by evaluating user position, reach of all screen extremities and identifying any obscuration zones taken from the ergonomic assessments of the vehicle.
Design Direction
A wide range of design directions were explored before arriving at the final design.
The final concept and design was derived from a rare event in the stealth of night - an eclipse. The visuals are derived from all elements of the night and a play with light.
Final Concept - Eclipse | Complementing influences - light and reflections.
User Experience Informs the User Interface
We organised a series of product strategy workshops with senior stakeholders, product and engineering leads to review the experience and created high level customer journey maps of the HMI. We then created the wireframes consisting of all access points of the users journey which then informed the final design direction of the HMI.
A sample of a typical user journey and corresponding UX/UI with their wireframes are listed below.
Cross Device User Experience
LED colours and light options, user-centred and shaped by the constraints of the vehicle while keeping the experience memorable was explored - this was later used and incorporated into the vehicle as part of the charging experience. The charging experience below, takes the user and creates a seamless journey between the vehicle's charge port, mobile app, and the central console.
Design System & Consistency
Consistency of design requires attention to detail and a carefully curated Design Systems and a library that allows multiple designers to collaborate, contribute and consistently generate designs that are in line with the core principles uniquely crafted for the product.
Final Layouts
