overview
Stellantis is the world's 4th largest automaker, owning 14 brands including Fiat, Alfa Romeo, Jeep, Lancia, Peugeot, Citroën, DS, Opel, Vauxhall, Chrysler, Dodge, Ram, Maserati and Abarth.
At Publicis Sapient, I joined a long-running project to modernize their shared car configurator platform. The goal was to reduce high drop-off rates, fix poor mobile navigation, and support both consumer (home PC) and dealer dashboard use cases across multiple brands, languages and markets.
challange
Outdated UX led to abandonment during complex configurations. Needed to handle 100s of flows, dense legal content across languages/markets, and weekly edge cases—across desktop, mobile portrait and dealer dashboards—for 14 brands under tight timelines.
my role
As UX/UI Designer on the project, I was responsible for:
Rapid onboarding into a complex, multi-year system and immediate contribution to live iterations.
Mobile-first UI optimization across brands and devices.
Running A/B tests on key flows and components.
Designing versatile UI patterns that could handle brand variations, legal content density and multilingual requirements.
Key Strategic Decisions
Redesigned the mini-basket (bottom spec summary) from tall/cluttered to compact, thumb-friendly: single-line priority info, swipe-to-edit, tap-to-expand. Validated via A/B tests. Created modular components for legal banners and pop-up, checkout section and progressive disclosure that scaled across brands/languages.
Outcome
The optimized configurator went live in October 2025, initially covering Fiat, Alfa Romeo, Jeep, and Lancia across 23 vehicle models in Italy, with additional brands and markets rolling out progressively.
Mobile flows became significantly more resilient to the complexity of multi-brand, multilingual requirements, supporting Stellantis' unified digital sales ecosystem across consumer and dealer channels. Other specific metrics remain confidential.
