B2C E-Commerce
Design a lightweight car configurator to boost e-retail
Quick summary
Nissan Europe needed a cost-effective, easy-to-maintain configurator for INSC markets (Ireland, Iceland, Switzerland, Cyprus). Traditional configurators were expensive and resource-intensive to update.
As Product Designer at Razorfish, I designed a lightweight solution using existing DLP infrastructure, enabling markets to independently manage content via a VMS console.
Research showed customers explore options but rarely complete full configuration, typically dropping off at packs and options. This insight drove our focus on the core experience delivering maximum user value.
+25%
Increase in car configuration completion rate.
48h
INSC markets can push updates independently in 48 hours.
+30%
Increase in conversions from car configurator.
How we embed a car configurator inside Nissan’s car landing pages.
In the automotive industry, landing pages and car configurators are critical touchpoints in the customer journey. Landing pages serve as the digital showroom: the first impression that captures attention and communicates a vehicle's value proposition. Meanwhile, car configurators transform passive browsing into active engagement, allowing customers to visualize and personalize their ideal vehicle.
Overview
Objective
Our objective is to empower INSC markets with a car configurator they can update independently. By embedding a lightweight configurator directly into landing pages, we create a seamless experience that maximizes conversions while minimizing maintenance overhead.
Key benefits
- Leverages existing DLP infrastructure for cost efficiency.
- Markets can independently update content via VMS console.
- Focuses on essential steps: grade, powertrain, color, interior, wheels.
- Fast loading and streamlined interface for efficient exploration.
Discovery
To design a lightweight configurator solution that met INSC markets' needs while respecting technical and business constraints, I led a comprehensive discovery process combining data analysis, industry research, stakeholder interviews, and technical assessment.
This discovery phase resulted in:
- Data gathering & analytics review,
- Competitive & industry research,
- Car dealer and sales team interviews,
- Technical audit and constraints mapping,
- Cross functional workshops.
Solution
The discovery process resulted in a lightweight configurator embedded directly in landing pages, focusing on essential customization steps (grade, powertrain, color, interior, wheels) with a visual-first approach. The solution uses flexible templates and enables markets to independently update content within 48 hours.
I designed a complete prototype in Figma, tested the solution with 30 users in English and made language, legal optimisation to fit all the markets.
Deliverables included:
- UI mockups,
- Interactive prototype,
- Interview guide,
- User tests report,
- Translations.
Results & Added Value
- 25% increase in configuration completion rate compared to traditional configurators
- 30% improvement in conversion from configurator to dealer contact requests
- 48h turnaround time for markets to independently update configurator content via VMS console
Data gathering & Analytics review
I analyzed existing configurator usage data across Nissan Europe markets. The data revealed a critical insight:
- Customers rarely completed full configuration journeys.
- Most users explored initial options (grade, powertrain, color) but dropped off significantly at the packs and options stages.
Automotive market studies confirmed this pattern : customers don't need to configure everything before buying. They prefer to discuss final details with a dealer. This insight fundamentally shaped our approach: focus on delivering maximum value in the core steps rather than building a comprehensive but underused tool.
Audit : Brand & UX
I conducted an extensive and thorough study of car configurators across the entire automotive industry, carefully analyzing solutions from premium luxury brands (including BMW, Mercedes, and Audi) to mass-market competitors (such as Volkswagen, Toyota, and Renault).
This comprehensive research involved examining the user experience, feature sets, technical implementation, and overall design approach of each configurator.
Overview
Car Dealer & Sales Team Interviews
I organized interviews with sales representatives and dealers across Ireland and Israel to understand real-world customer behavior and pain points.
Key insights from these conversations:
- Customers typically arrive with rough preferences but need guidance on technical specifications (powertrain, grades)
- Visual customization (color, wheels, interior) drives emotional connection and purchase intent
- Dealers wanted customers to arrive informed but not locked into configurations, preserving flexibility for in-person consultation
- Local market differences required flexibility in how vehicles were presented and priced
UI Mockups
I designed the complete UI system in Figma, focusing on a visual-first approach that prioritized car imagery and intuitive navigation. The design process involved mentoring two junior designers throughout the project, ensuring design consistency and skill development.
We created two distinct versions for A/B testing:
- Phased approach: Progressive disclosure of configuration steps, guiding users through one decision at a time
- Everything on screen: All customization options visible simultaneously for quick exploration
Both versions were fully responsive and optimized for mobile experiences, addressing a key gap identified in competitive research.
Phasing desktop
Phasing mobile
All in one screen
Interactive prototype
I created an interactive Figma prototype to validate design concepts with real users before development. This allowed us to test both approaches cost-effectively, gather early feedback from customers and dealers, align stakeholders across Ireland and Israel, and identify usability issues before committing to technical implementation.
Interview guide
I developed a comprehensive interview guide to test both configurator versions with real users. The guide was structured around a single, clear objective: "Configure your car". This consistent task allowed us to directly compare how users interacted with the phased approach versus the all-in-one screen design, revealing which navigation pattern better supported the configuration journey while maintaining comparable test conditions across both versions.
User tests & Report
I conducted remote user testing with 30 participants across EMEA markets using UserTesting platform. The testing phase took one week to complete, allowing us to efficiently gather feedback from diverse users and compile insights into a comprehensive report.
Key findings from the testing sessions:
- Phased approach performed better: Users found the step-by-step configuration more intuitive and less overwhelming than viewing all options simultaneously.
- Visual feedback was critical: Participants strongly preferred seeing immediate visual updates to the car as they made selections.
- Mobile experience gaps: Several usability issues emerged on mobile devices, particularly around option comparison and detailed specification viewing.
- Pricing transparency: Users wanted clear, upfront pricing information at each configuration step rather than only at the end.
These insights directly informed our final design direction and helped prioritize features for the initial release.
Translation
I adapted all interface screens for each INSC market, including complete localization for Hebrew (right-to-left layout), German, Spanish, and other local languages. This ensured the configurator met regional linguistic requirements while maintaining consistent usability across all markets.
As Product Designer on this project, I collaborated with a multidisciplinary team to research, design, and validate Nissan's INSC Light Car Configurator. Working alongside UX Lead Jeremy Barre, fellow designers Sebastien Michel-Chailly and Clémence Ouede, technical architects, business analysts, and market stakeholders across multiple countries, I contributed to aligning user needs with technical feasibility.
My key contributions included:
- Design direction: Created complete UI system in Figma with two distinct approaches for A/B testing.
- User validation: Developed interview guides, conducted remote testing with 30 participants across EMEA markets, and compiled actionable insights that directly informed final design decisions.
- Mentoring: Supported junior designers throughout the design process.
The INSC Light Car Configurator successfully delivered a cost-effective solution by leveraging existing DLP infrastructure, enabled market autonomy for independent updates, validated the phased approach through testing with 30 users across EMEA markets, created a reusable template that addressed varying VSS file structures, and prioritized mobile experience from the start.
Let's work together
We'll begin around a call to understand your expectations and the problem we've to solve.
