Aston Martin
A configurator worthy of the marque. Five flagship launches. One system.
The highest-traffic conversion surface Aston Martin owns, rebuilt from the data up, then used to launch five flagship models to the global web.
- Role
- Head of UX, consulting
- Year
- 2024 to 2025
- Disciplines
- UX, web, automotive
- Outcome
- Five flagship launches
The brief
The car configurator is the single highest-traffic conversion surface in Aston Martin's web ecosystem. The previous system pre-dated the DB12 and could not represent the new visual language. Flagship pages for upcoming models had nowhere coherent to live.
The approach
I led UX across the global web ecosystem as the consulting design lead, coordinating 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. Data drove the priorities, not the deck.
- flagship launches: DB12, DBX707, Valour, Valiant, Goldfinger Edition
- 5
- companies coordinated across two time zones
- 3
- system every launch page now inherits
- 1
The outcome
The redesigned configurator and flagship pages shipped to the global web across the engagement. The platform is now the foundation Aston Martin's marketing organisation works from.
“His ability to evaluate user journeys and deliver impactful solutions is second to none. Any brand wanting qualitative UX changes on their website would be lucky to have him.”
Virginie SiméonsDirector, Marketing and Digital Engagement, Aston Martin Lagonda