Product Design
14 - CUPRA
CUPRA Strategy
Lead Designer
In 2021, the wide variety of digital products available in the CUPRA digital ecosystem made it a challenge for the end user to purchase a vehicle completely online due to the complex user experience.
It became clear that clarifying the process was necessary if we really wanted to generate the necessary trust to convince potential buyers to purchase such a complex product in a digital way.
Our goal was to streamline online vehicle acquisition, aiming for CUPRA to achieve 25% full online sales by 2026, ultimately improving cost efficiency in customer acquisition.
To start, we collaborated with business stakeholders to define the vision for CUPRA Online Acquisition.
We identified requirements, prioritized features, and analyzed potential design opportunities, addressing obstacles and risks.
With alignment and project definition, we adopted user-centered methodologies.
We began by defining the target audience: individuals aged 40-60 with an income over €35,000, based on prior market research.
We then conducted international interviews to understand user needs, followed by prototype testing and iterative refinement, leading to a high-fidelity proposal for HQ.
One of the conclusions we drew was that the purchasing process needed to be well-defined while also being interconnected with the brand's entire digital ecosystem, in order to create synergies and provide users with all the necessary information at every moment so that they could make informed decisions.
CUPRA's homepage emphasizes modernity, dynamism, and innovation through videos and a streamlined interface, guiding users toward vehicle acquisition or model information for increased conversions.
Understanding car acquisition methods is crucial in the purchase process. User interviews highlight the importance of estimated delivery time. In step two, users customize or choose from stock, and a FAQ section addresses common queries.
Users preferred a single-page configuration with real-time updates on pricing and delivery. Enhancements include animated previews for color and wheel changes, and the system suggests similar in-stock cars post-configuration.
Choosing acquisition methods is crucial. Users prefer a separate payment phase post-car configuration. This tool helps users explore and customize payment plans.
A summary page is crucial, consolidating car configuration details, price breakdown, and the chosen payment method for informed decisions. Users can proceed with online purchase or request dealership assistance. They can also save or share their configuration for a second opinion.
AI in the chat widget boosts customer support efficiency, enhancing satisfaction and driving more sales. Incorporating chatbots streamlines support, reducing wait times and delivering accurate responses. Personalized recommendations based on customer preferences are also possible.
Our client was CUPRA HQ, but the tool resulting from the project will be used by the brand's commercial departments across different countries. The previous images illustrate the opinions of the 6 most important CUPRA markets (Euro 5 + Australia) after testing the prototype of the online car sales tool.
