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Crafting a Branded CX 
designing for impact

For over two years, I’ve been part of a core strategic team working closely with an automotive OEM on a large-scale digital transformation initiative. The project is structured in rolling 3-month Planning Increments (PIs), following agile principles and the Scrum framework to address new challenges in creating seamless digital experiences.

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Throughout these cycles, I’ve been responsible for the conceptual design and CX direction of several key initiatives spanning apps, retail, aftersales, AI, and emerging technologies. As the scope of topics has been broad and continuously evolving, I’ve curated a selection of projects that I’d like to share here.

Role 

Strategic Designer

Industry

Automotive 

Duration

2 Years

AREAS OF FOCUS

Experience

Strategy

Defining a long-term CX vision that connects customer needs, business goals, and brand strategy across multiple touchpoints.

Digital

Transformation

Driving the evolution of digital products and services by aligning market insights, customer experience, and emerging technologies.

Ecosystem

Thinking

Mapping complex systems of products, services, and data to create integrated and seamless user journeys.

Innovation & Emerging Tech

Exploring and evaluating new technologies such as AI, mixed reality, and sensory UX to design forward-looking digital experiences.

Designing an AI Assistant and its Brand Personality

Challenge 

Customer expectations are evolving rapidly, both online and in physical spaces like dealerships.


In showrooms, long waiting times and limited product knowledge often lead to frustration and missed opportunities.
At the same time, digital touchpoints lacked emotional depth and brand coherence.​

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Solution

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We designed and developed an AI-driven brand assistant.

A digital companion capable of answering complex product questions, guiding customers, and embodying the brand’s tone and personality across all environments, including dealerships, apps, and web platforms.

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The foundation -> a custom-trained LLM built from the brand’s

communication DNA:

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  • A “Brand Language Book” defining voice, emotion, and conversational rhythm

  • No-go-words ensuring every response stays on-brand and aligned with marketing and legal standards

  • Defined personality traits (e.g., confident, curious, empathetic) shaping tone and emotional nuance

  • Ongoing training with real dealership dialogues and customer FAQs to refine knowledge depth and conversational accuracy

 

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This created an assistant that speaks with customers, not at them. Blending factual expertise with human connection.

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Activities

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  • Conversational & Experience Design: Crafted the assistant’s dialogue architecture for both digital and physical environments

  • AI Training & Model Fine-Tuning: Integrated brand-approved texts, customer feedback, and dealership scenarios to enhance relevance

  • Prototype & Testing: Simulated real conversations in dealerships and online to measure user satisfaction, trust, and time-to-answer

  • CX & Business Case Development: Quantified ROI potential through increased engagement, conversion, and reduced dependency on human sales time

  • Scalability Mapping: Built a roadmap for deployment across global markets and touchpoints

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Outcome

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Expected Customer Value

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  • Shorter waiting times in dealerships through immediate AI support

  • More engaging product discovery and self-guided learning for customers

  • Consistent, emotionally aligned experience across all brand channels

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Expected Business Value

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  • Reduced manual workload for sales and service teams

  • Increased conversion potential through intelligent product guidance

  • Strengthened perception of the OEM as an innovation and AI leader

  • Creation of reusable assets and frameworks for future conversational systems

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Strategic Potential

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  • Establishing a scalable, brand-owned conversational model

  • Differentiation through tone, empathy, and trust, not just technology

  • Foundation for future personalization and AI-driven services

Blending Digital and Physical: Redefining the In-Store Car Experience

Challenge
Many aftersales products (e.g., bike racks, roof boxes, ski racks) were not available in dealerships, limiting customer interaction and reducing accessory sales.

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Solution

The development of a mixed reality concept allows customers to explore after sales products via VR headsets, merging digital and physical product visualization to boost engagement and sales.

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My Role

  • Conducted interviews & designed user flows

  • Translated business and customer needs into immersive CX concepts

  • Built the business case and secured stakeholder buy-in

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Outcome

  • Increased aftersales visibility and sales

  • Strengthened customer loyalty

  • Positive business case and rolled out in August 2025

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Immersive Innovation for a 2026 Car Launch

Challenge
The objective was to redefine the digital launch experience and push the boundaries of brand interaction through emerging technologies.

 

Solution
Exploration and prioritization of next-generation technologies such as AI, haptics, spatial audio, and sensory UX enhanced the digital reveal and storytelling experience.

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Activities

  • Research and benchmarking of emerging technologies and translation into CX opportunities

  • Concept development and storytelling, including the design of the interaction concept and creation of client-facing presentation narratives

  • Coordination of cross-functional experts to consolidate experience and technical know-how

  • Development of a business case and detailed cost estimation as basis for strategic decisions

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Outcome

  • Defined tech strategy and implementation priorities

  • Clear roadmap for future digital launch experiences

  • Rollout planned for 2026 Q1

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Building a Seamless Connected Car-App Ecosystem

 

Challenge
Inconsistent app experiences across markets caused user friction and misaligned expectations.

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Solution
Comprehensive audit and journey mapping to identify usability gaps, streamline services, and align market and HQ perspectives.

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Activities

  • Mapping of customer and system flows

  • Consolidation of overlapping features and naming conventions

  • Definition of key UX improvements

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Outcome

  • Shared alignment across teams

  • Strategic foundation for future app enhancements

  • Strengthened experience consistency across markets

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Driving Conversion by Optimizing the Configurator Experience
 

Challenge
Frequent usability issues and unclear logic within the online configurator resulted in user frustration and lead loss.

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Solution
UX and technical flow audit identifying weaknesses and defining improvement directions for a smoother digital experience.

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Activities

  • Evaluation of interaction design and user journeys

  • Identification of logic, clarity, and performance gaps

  • Creation of actionable UX recommendations

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Outcome

  • Clear redesign roadmap and defined performance KPIs

  • Enhanced conversion potential through improved usability

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Redesigning the Renewal Customer Journey to Strengthen Retention

Challenge
Fragmented end-of-lease and renewal processes led to drop-offs and missed engagement opportunities.

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Solution
Analysis and redesign of the repurchase journey to establish better lifecycle communication and loyalty triggers.

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Activities

  • Mapping of customer touchpoints and renewal flows

  • Identification of drop-off moments and communication gaps

  • Definition of improved re-engagement and retention tactics

 

Outcome

  • Integrated lifecycle triggers driving higher renewal and repurchase rates

  • Increased customer lifetime value and retention performance

  • Improved transparency and conversion across connected systems

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