Honda Car Configurator
Petrol or Diesel? Manual or Automatic? Midnight Blue or Silver?
Online car configuration tools are a great way to engage with customers. It lets them build the car of their dreams. Online car configuration tools are also extremely complex to design and build. They have to be robust enough to work for all the different models, grades and options available and it has to be clear to the customer what combinations can or can not be made together. I led the UX design team at Digitas UK, working closely with several international client representatives, the creative team, the 3D modeling agency and the development team.
Initial sketches and ideas for the configurator. We had to come up with a template that worked for all the models in Honda’s range and make sure all the possible configurations reflected what actually came out of the factory.
We also had to make sure it was a seamless, informative and enjoyable journey for the customer to click through. We did several rounds of user testing in various European markets.
We worked closely with a 3D modeling agency to produce engaging imagery.
The customer always had know where they were in the process and what was coming next but they also needed the freedom to change their choices at any point.
The design was fully responsive and it saved their choices so customers could bring their configurations to the dealership and show the dealer exactly what they wanted. The final configurator had a completion rate of 90%, a vast improvement on their previous offering.