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 groups, vehicle importers, or mobility businesses with 500-5,000 employees seeking to develop or significantly improve direct-to-consumer e-commerce capability. Typically managing complex product catalogues across multiple vehicle lines, configurations, and markets with limited digital commerce infrastructure.
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 ever visiting a dealership, but the importer's SEAT product configurator needed to guide buyers through that decision cleanly across many scenario combinations, from a base Ibiza to fully accessorised variants, without overwhelming people who were still just exploring.
Our Approach
The team now behind ECM.DEV worked on the digital product team scoping and iterating the 'Build My SEAT' configurator through six detailed prototype scenarios, covering model, trim, engine, colour and accessory selection, filter logic, and order-summary pages, tested and revised across multiple comment rounds with the client. The work also defined the KPI framework across three customer 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 (model, trim, engine, accessories) tracked separately, showing exactly where buyers dropped off rather than a single blunt conversion number. Scenario-tested before launch - six distinct buyer scenarios prototyped and revised through several rounds of client feedback before the tool went live. Connected to the showroom - the configurator's end point was a test-drive booking, linking the digital decision directly to an in-person next step.
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
Built a CRM-connected advertising sales platform for a leading Nordic digital marketplace. Connected audience data, targeting options, advertising formats, pricing and sales contacts into a single self-service portal for advertisers and media agencies, replacing a fragmented sales experience with a repeatable path from research to qualified inquiry.
Developed a B2B and B2C concept, Thon-X, for one of Norway's largest real estate, retail and hotel groups, exploring how a shared digital layer could support tenants and shoppers across its properties.
Content strategy and a WordPress-to-EPiServer migration for Tekna, the 70,000-member Norwegian association for engineers and technologists.
The Content Infrastructure Imperative
Why AI Amplifies Every Flaw in Your Content Operating System
Dries Buytaert: The cost of running multiple CMS platforms
Dries Buytaert argues that running multiple CMS platforms creates hidden operational costs through duplicated integrations, security policies, expertise, and governance. He proposes standardizing on Drupal while using different operating models—SaaS (Acquia Source) for speed and PaaS (Acquia Cloud) for control—to preserve flexibility while reducing fragmentation.