AI integration
Project Details
Industry
Automotive
Service
Product Design
Role
Snr Experience Designer
When
2025
Note:
This case study has been adapted to respect client confidentiality. Brand names, visuals, and specific product details have been removed or simplified.
AI integration
Reimagining a legacy vehicle configurator into an AI-assisted decision experience — validated through user research and delivered to enterprise stakeholders
Traditional vehicle configurators versus automated configurators
For a global automotive brand, I revisited and evolved a static vehicle configurator using advanced Figma prototyping. Starting from a legacy prototype, I transformed the experience into an AI-enabled, AI-assisted decision journey—introducing contextual accessory recommendations and conversational guidance to reduce research friction and increase buyer confidence.
Personalisation is central to the modern purchase journey
Configurators are a key component of modern e-commerce, allowing customers to tailor products to their preferences. When augmented with AI, they can reduce the effort of manual configuration and guide users toward confident decisions. In this project, AI-assisted personalisation within the configurator was well received by participants during user testing.
What the research told us!
Participants now use AI (e.g. ChatGPT, Gemini) in daily life for planning, writing, and research. They still don’t want AI to decide for them in a pure purchase path, but they welcome it when it saves time or clarifies options (e.g. accessory recommendations). AI chat was often described as "helpful," "empowering," or "like a personal guide" when it worked. Trust collapses when AI feels opaque ("I don’t know what AI-generated means") or buggy...
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