To commemorate the launch of the first SUV in Aston Martin Lagonda’s 110-year history, a brand new vehicle configurator was needed to mark the brand’s return to the forefront of design, technical capability, and sophistication.
- Creative Direction
- User Experience Design
- User Interface Design
With AML’s new vehicle configurator, we challenged ourselves to deliver an something which was at the very forefront of technical excellence and user experience.
Challenge
Aston Martin Lagonda aimed to enter a new chapter in their iconic history by leading in exceptional design and technical excellence in digital communications. Their existing configurator, while ‘good,’ still reflected the outdated image they wanted to move away from. Instead, they sought to create an experience that deeply understood customer motivations and desires, offering an immersive experience that outshined other luxury automotive brands such as Ferrari, Bentley, Lamborghini and Mclaren.
Solution
At a time when many competitors were naively adopting pixel streaming for their vehicle configurators, my team took a more thoughtful approach. We harnessed the power of pixel streaming to create an immersive UX that not only showcased the visual beauty of the vehicles but also highlighted their unique character and capabilities. By meticulously designing the environments where the vehicles were rendered, and incorporating sound, video, and 3D animation, we brought additional features like exhaust upgrades and interior materials to life. This approach catered to users who skipped traditional landing pages and went directly to the configurator to experience AML’s vehicles for the first time.
Tremendous attention to detail was given not only to the vehicles, but also to the environment. This was done to immerse customers in the of each Aston Martin Lagonda vehicle as well as their individual beauty...
