Lamborghini Unica
Overview
In my role overseeing digital innovation, I was presented with an exciting opportunity to enhance the user experience for Lamborghini owners. Our team's proposal aimed to elevate the digital interaction of customers with the brand, especially those registered with Lamborghini Unica.
We aimed to design a seamless and intuitive feature within the existing mobile application that allowed for an effortless vehicle upgrade experience, tapping into a curated selection of services and accessories tailored to the individual's car ownership history.
My contribution
Strategy User research Branding Product design
The team
1 × Product manager 1 × Product designer 2 × UX designer
Year
2023
Process
The challenge we faced was substantial but clear-cut: we needed to integrate a complex set of functionalities into the mobile app that could provide personalized options for customers looking to upgrade their Lamborghini vehicles with additional services or accessories they had not previously purchased. A specific demand was the ability to view detailed descriptions of items such as the Titanium Exhaust and to facilitate the purchase of pre-owned Lamborghinis equipped with such features. This required a deep understanding of user needs and an innovative approach to the app’s user interface and design.
Approach
Our approach centered around comprehensive benchmarking and assessments, leveraging competitive analysis to understand the market standards and customer expectations. We meticulously developed a design system that supported our vision for a cohesive and premium user interface that echoed Lamborghini’s brand values.
With the design system as our foundation, we embarked on crafting the UX/UI design, focusing on visual clarity and ease of navigation to ensure that customers could find upgrade options with just a few taps. User Acceptance Tests were meticulously planned to validate our designs, ensuring that the actual user experience aligned with our design intentions and met the high standards of the Lamborghini brand.
Outcome
The resulting design proposal featured a mobile application interface that was both visually engaging and highly functional. It allowed users to view available services and accessories for their vehicle, with intelligent filters that excluded already-purchased items. For those interested in the Titanium Exhaust system, we created an immersive product description page within the app, which included an option to view pre-owned Lamborghinis that come with this exclusive feature.
Our design also included the production of marketing materials that highlighted the new app functionality, ensuring that the feature launch would be accompanied by a compelling campaign to engage our users.