Brief
Aston Martin Lagonda is the British luxury sports car marque. The car configurator is the single highest-traffic conversion surface on the web ecosystem. The previous system pre-dated the DB12 launch and could not represent the new visual language; flagship pages for upcoming models had nowhere coherent to live.
Approach
I led UX across the global web ecosystem as the consulting design lead, coordinating with Aston Martin's in-house team, the marketing agency, and the engineering vendor. The configurator redesign ran from an IA audit through to high-fidelity interactive prototypes. GA360 and Microsoft Clarity sessions fed every iteration, so data drove the priorities rather than the deck.
Outcome
We shipped the redesigned configurator and flagship pages for the DB12, DBX707, Valour, Valiant, and the DB12 Goldfinger Edition across the engagement, each launching to the global web. The platform is now the foundation Aston Martin's marketing organisation works from.