Overview
Designed and prototyped a 'Build My [Model]' car configuration tool for a Norwegian automotive importer's SEAT brand, taking customers from model exploration through trim, engine and accessory selection to a test-drive booking.
Who This Is For
Automotive importers, vehicle brands and mobility businesses, typically 500 to 5,000 employees, building direct-to-consumer digital tools. This case is most useful if:
- buyers want to configure the exact car and see a price before visiting a dealer
- your product range has many models, trims and accessory combinations
- you need to know where buyers drop out of the process
- the digital journey should end in a test drive or dealer visit
The Challenge
Car buyers researching online expect to configure the exact car they want (model, trim, engine, colour, accessories) and see a real price before visiting a dealership.
The importer's SEAT configurator had to guide buyers through many scenario combinations, from a base Ibiza to fully accessorised variants, without overwhelming people who were still exploring.
Our Approach
The team now behind ECM.DEV worked on the digital product team scoping and iterating the "Build My SEAT" configurator.
- Six prototype scenarios: model, trim, engine, colour and accessory selection, filter logic and order-summary pages, tested and revised across several comment rounds with the client.
- A KPI framework in three stages: Explore (page views, time on site), Buy (configurator starts and completions by step, purchase completion rate) and Test (test-drive booking starts, completions and information-pack engagement).
Impact
A funnel, not just a form. Each configurator step was tracked separately, showing exactly where buyers dropped off rather than one blunt conversion number.
Tested before launch. Six buyer scenarios prototyped and revised through several rounds of client feedback.
Connected to the showroom. The configurator ended in a test-drive booking, linking the digital decision to an in-person next step.
A configurator is a sales conversation without a salesperson. Measuring each step is how you find the moment it loses the buyer.
Delivered while employed at Making Waves (later NoA Ignite), as part of the digital product team on the client's account. Any public information referenced here is used for identification and does not imply endorsement.
Topics
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