CUPRA Stock Locator
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Client
CUPRA
Year
2020
Role
Senior UX Designer
Team - ECommerce
E-commerce Team
Problem Statement
The primary challenge was to design a seamless experience that allowed users to locate and explore available cars in stock while setting the stage for an end-to-end online purchasing process. We needed to ensure the tool met Volkswagen Group’s strict requirements for displaying detailed car information while also addressing regional legal constraints, such as those in Australia, where the full online purchasing process was being piloted.
Research and Insights
To inform our design decisions, we collaborated with the UX research team to gather insights from potential users. Through usability testing and iterative feedback sessions, we explored how users interacted with filtering options such as model, price, engine type, color, and distance. These tests revealed critical pain points and preferences, enabling us to refine the filtering system for optimal usability. Additionally, we studied market-specific requirements to ensure compliance with local regulations and user expectations.
Design Process
Stock Locator Tool
The design process began with creating wireframes and prototypes for the Stock Locator tool. The goal was to make it easy for users to filter and browse cars based on their preferences. Each listing included essential details such as images, pricing, environmental credentials, and availability.
Product Page
Once a car was selected, users were directed to a product page featuring comprehensive vehicle details. This page was designed to provide all necessary information required by Volkswagen Group standards while maintaining a clean and intuitive layout.
Integration with Purchasing Flow
A key milestone was connecting the product page to the purchasing process. For the Australian market, we worked closely with local teams to design pages that facilitated a complete online transaction while incorporating region-specific legal information..
Collaboration Across Teams
This project required close collaboration with multiple stakeholders across different regions. In Australia, we partnered with local teams to ensure compliance with legal requirements and adapt the purchasing flow for their market. Internally, we worked alongside developers, product managers, and legal advisors to align on technical constraints and business goals.
Challenges
One of the biggest challenges was designing an intuitive filtering system that could handle diverse user needs while ensuring performance across various devices. Additionally, integrating the product page with an online purchasing flow required careful coordination between design and development teams to address technical complexities and ensure a seamless user experience.
Results
The Stock Locator tool successfully launched as SEAT CUPRA’s first step toward e-commerce innovation. It provided users with an efficient way to find new and pre-owned vehicles while supporting CUPRA’s goal of making their first electric car available for online purchase. The project also set a strong foundation for future iterations of the e-commerce platform by introducing scalable design solutions that could be adapted across markets.
Lessons Learned
This project reinforced the importance of collaboration when designing complex systems that span multiple regions and teams. It also highlighted the value of iterative testing in refining features like filtering options and ensuring they meet user expectations. Finally, working on CUPRA’s first electric car launch underscored how UX design can play a critical role in driving innovation within traditional industries like automotive retail.
This structure provides a comprehensive narrative of your involvement in the project while showcasing your UX design expertise effectively.