Simplifying vehicle journeys across six brands.
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Simplifying vehicle journeys across six brands.
Streamlining the Stellantis buying journeys for greater usability and consistency.
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Streamlining the Stellantis buying journeys for greater usability and consistency.
Six brands.
Fragmented journeys.
Six brands.
Customers weren’t experiencing one ecosystem. They were moving between six distinct ones. Stellantis needed a way to create greater consistency across critical journeys while respecting the unique identity of each brand.
Stellantis operates six automotive brands in Canada, each with its own digital presence, customer journeys, and vehicle-buying experiences. Over time, critical touchpoints such as navigation, vehicle discovery, and build & price tools evolved independently, creating inconsistencies that made it harder for customers to research, compare, and configure vehicles with confidence.
As vehicle portfolios expanded and consumer behaviours shifted increasingly toward digital and mobile channels, the organization recognized the need to improve usability, clarity, and consistency across key experiences without disrupting the broader platform ecosystem.
Stellantis needed a scalable approach to modernizing high-value customer journeys, establishing design foundations that could be reused across brands, and creating a digital experience capable of evolving alongside changing customer expectations.
Creating clearer vehicle shopping journeys across seven brands.
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Creating clearer vehicle shopping journeys across seven brands.
We redesigned critical moments throughout the vehicle-buying journey, focusing on navigation, vehicle discovery, build & price experiences, and shared design foundations. Rather than replacing existing platforms, Stellantis prioritized targeted improvements that could reduce friction, improve usability, and help customers move more confidently from exploration through vehicle configuration and lead generation.
By modernizing navigation across mobile and desktop, simplifying build & price experiences, and introducing reusable design patterns, we created a more consistent experience across brands while preserving each brand's unique identity. The result is a digital ecosystem that feels easier to navigate, more intuitive to use, and better equipped to evolve alongside changing customer expectations.
Intelligence grounded in customer behaviour and user experience optimization.
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Intelligence grounded in customer behaviour and user experience optimization.
Stellantis needed a deeper understanding of where customers encountered friction throughout navigation, vehicle discovery, pricing, and lead-generation journeys. Through stakeholder workshops, UX research, persona-driven journey mapping, iterative prototyping, and real-world validation, we identified opportunities to simplify complex experiences and focus improvements where they would create the greatest impact. By grounding redesign decisions in research and testing, Stellantis was able to improve usability, reduce friction, and establish scalable experience patterns that balanced customer needs with existing technical and operational realities.
From isolated improvements to scalable experiences.
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From isolated improvements to scalable experiences.
We approached each redesign with scalability, reusability, and cross-brand applicability in mind, turning focused improvements into design foundations that could support greater consistency and future iteration across the Stellantis ecosystem.
Measurable improvements.
Stronger engagement.
Measurable improvements.
By simplifying critical moments throughout the vehicle-buying journey, Stellantis increased customer engagement while creating a stronger foundation for continuous optimization across brands. The result is a more intuitive digital experience that helps customers explore, compare, and configure vehicles with greater confidence.
By simplifying critical moments throughout the vehicle-buying journey, Stellantis increased customer engagement while creating a stronger foundation for continuous optimization across brands. The result is a more intuitive digital experience that helps customers explore, compare, and configure vehicles with greater confidence.
- 5.07%
session duration
- 82%
Bounce rate
- 36%
session vs average users
- 67%
LFA rate
Capabilities that turn complexity into clarity.
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Capabilities that turn complexity into clarity.
Beyond individual journey improvements, we helped establish reusable experience patterns, governance principles, and collaboration models that allowed Stellantis to address customer needs consistently across products, platforms, and markets.
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