Brief
Bentley's Digital Transformation division was exploring how Mixed Reality and Virtual Reality could change the dealer experience. The sales journey at the time was tightly bound to the physical showroom; the brief was to imagine what the showroom could feel like inside a headset, without losing the consideration and care of an in-person Bentley purchase.
Approach
As digital experience designer I built the customer journey end to end. Prototypes were developed in Unreal Engine alongside Bentley's technical leads and a small VFX team. Each milestone was an internal demo, building toward a board-level presentation that framed the work as a sequence of moments rather than a single product. Storyboarding and journey-mapping anchored every decision.
Outcome
The work was presented to the Bentley board and shaped how the Digital Transformation team approached subsequent immersive projects. The journeys we mapped were used as reference for the eventual roll-out into select dealerships, and the prototype became a touchstone for future MR work inside the marque.