Dmytro ZakharovProduct Designer & Product Builder
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Automotive · Multi-brand product ecosystem

Stellantis

Designing a scalable digital ecosystem across vehicle discovery, configuration, purchase and ownership.

A multi-brand automotive platform designed to support complex customer journeys, reusable interface patterns and country-specific content across the Stellantis ecosystem.

Role
Product Designer · Design System Owner
Timeline
2022–2023
Duration
1+ year
Platform
Web
Scope
Design system, UX/UI, interactive prototyping, user testing, workshops and stakeholder delivery
Brands
Alfa Romeo, Fiat, Peugeot, Opel, Citroen and other Stellantis brands
Project context

More than a configurator: one connected automotive lifecycle.

The platform had to support multiple layers of customer decision-making — from vehicle discovery and stock availability to configuration, financing, trade-in, services, checkout, delivery and ownership.

Every stage introduced different product states, commercial rules and content requirements. The challenge was to make these journeys understandable while maintaining consistency across brands, markets and customer scenarios.

Multi-brand

A shared product foundation supporting multiple automotive identities.

End-to-end journey

Discovery, configuration, purchase, delivery and vehicle ownership.

Multi-market

Country-specific content, currencies, financing and commercial conditions.

Connected prototypes

Extensive interactive flows covering primary paths and edge cases.

Continuous validation

Maze user testing, weekly reviews and iterative refinement.

1+ year

Continuous involvement across product design, system evolution and delivery.

Buying a vehicle online is not a standard e-commerce journey.

01

Customer types

Private and business pricing conditions.

02

Vehicle variability

Models, trims, engines, colors, wheels, availability and delivery.

03

Commercial logic

Financing, trade-in, services, accessories and country-specific information.

04

Lifecycle states

Saved, configured, ordered, in production, delivered and activated.

Product ecosystem

One experience across the entire vehicle lifecycle.

01

Discover

Marketing pages, model exploration and comparisons

02

Search

Stock vehicles, filters, availability and pricing

03

Configure

Trim, engine, color, wheels and personalization

04

Finance

Customer type, instalments and financial details

05

Purchase

Basket, trade-in, services, delivery and checkout

06

Track

Order status, production, delivery and activation

07

Own

Vehicle controls, trips, goals, subscriptions and services

Desktop: scroll horizontally to follow the full lifecycle

Multi-brand design system

One scalable system for multiple automotive brands.

I was responsible for the scalable design-system foundation used across the platform. The same UX structures and interface patterns had to support multiple Stellantis brands without recreating each customer journey from the beginning.

Brand-specific themes, assets and component properties could be updated centrally, making it possible to produce consistent variants while preserving each brand’s identity.

Core product logic

Shared journeysInteraction patternsComponent behaviorProduct states

Shared component system

NavigationFiltersVehicle cardsPrice modulesSelectorsNotificationsFormsCheckout modulesOwnership widgets

Brand layer

Typography rulesColor themesImageryLogosVisual details

Market layer

Localized copyCurrenciesLegal contentFinancing informationAvailability

The same components also had to support market-specific copy, currencies, financing details, legal information, availability and different content lengths without changing the underlying product structure.

Output

Alfa RomeoFiatPeugeotOpelCitroenOther supported brands

System

Shared structures for the platform foundation.

  • 01system architecture
  • 02shared components
  • 03state coverage

Scalability

Reusable patterns that adapt across brands and markets.

  • 01brand variants
  • 02market flexibility
  • 03content adaptability

Delivery

Patterns clear enough for product, client and technical alignment.

  • 01product consistency
  • 02implementation-ready specifications
  • 03technical collaboration

The design system reduced repeated design work, improved consistency and enabled the team to adapt complex flows across brands and markets more efficiently.

Discovery & selection

Helping customers move from exploration to a viable vehicle choice.

The discovery layer combined branded content, stock availability, product comparison and detailed filters. The interface had to help users narrow a large vehicle catalogue without losing essential commercial information.

Branded storytelling, comparisons, configuration entry points and test-drive journeys had to remain connected to practical commercial actions.

Long branded Stellantis automotive landing page with discovery, trims, comparison and test-drive sections
Scroll to explore
Brand discovery: combining product storytelling with entry points into configuration, comparison and test-drive journeys.
Model search page with extensive filters, vehicle result cards and client save actions
Scroll to explore
Advanced vehicle search: supporting model, trim, engine, price, budget, colors, wheels and delivery filters.
Commercial vehicle cards: displaying availability, pricing, instalments, delivery and configuration details within one reusable structure.
Vehicle configuration

Managing complex product states without overwhelming the customer.

The configurator had to connect visual personalization, vehicle specifications, availability, pricing and financing while preserving the user’s progress throughout the journey.

01

Configuration state

Trim, engine, color and wheel selections remain visible and connected.

02

Real-time commercial context

Price, instalment and availability information update alongside configuration decisions.

03

Persistence

Users can save their configuration and continue into summary and checkout.

04

Decision hierarchy

Primary choices remain clear despite dense product and financial information.

Purchase flow

Breaking a complex automotive checkout into understandable decisions.

The purchase flow combined trade-in, payment options, services, accessories, delivery and legal or financial information. Each section needed clear completion states while preserving a persistent summary of the configured vehicle and total cost.

Progressive completion and persistent summary: large decisions are separated into editable sections while vehicle, instalment, taxes, services, bonuses and final price remain visible.
01Progressive completion
02Persistent summary
03Editable sections
04Commercial clarity
Post-purchase journey

Extending the experience beyond checkout.

After purchase, the experience continued through order tracking, production states, delivery and digital vehicle pre-activation. This created continuity between the commercial journey and the owner ecosystem.

Order tracking, estimated delivery, locked steps, pre-activation and notification states remain visible in one post-purchase dashboard.
Order
Waiting
Making
Delivery
Activation

Locked and available actions

Features become available according to the vehicle lifecycle.

Pre-activation & notifications

Customers can prepare digital services before receiving the vehicle, while important next steps remain visible.

Alternative ownership dashboard composition with control center, driving goals, trips, accessories and support
Scroll to explore
Alternative ownership dashboard structure shown as a long-screen viewer for readable exploration.
Ownership experience

Designing the platform after the vehicle becomes part of everyday life.

The owner dashboard brought vehicle status, remote controls, driving behavior, trip history, goals, services and commercial opportunities into one connected account experience.

  1. 01Control Center
  2. 02Driving insights
  3. 03Trip history
  4. 04Services and accessories

Selected dashboard concepts and evolving ownership modules explored during the project.

Control center: battery, fuel, climate and vehicle-control states.
Driving insights: score, goals, progress and leaderboard patterns.
Trip history: maps, routes, times, distances and journey records.
Services & accessories: insurance, subscriptions, assistance and vehicle-related upselling.
Validation & delivery

From connected prototypes to weekly product decisions.

Major screens were connected into interactive prototypes covering primary journeys, alternative paths and edge cases. This allowed the team to review product logic before implementation and provide realistic scenarios for testing and stakeholder presentations.

Interactive prototypes were used in Maze to evaluate navigation clarity, task comprehension and decision-making across complex automotive journeys.

Discovery

  1. 01model search
  2. 02vehicle details
  3. 03configuration

Configuration

  1. 01personalization
  2. 02save
  3. 03financing
  4. 04summary

Purchase

  1. 01trade-in
  2. 02services
  3. 03delivery
  4. 04checkout

Post-purchase

  1. 01tracking
  2. 02pre-activation
  3. 03owner dashboard
private customerbusiness customersaved projectwishlistunavailable optionlocked statereturn and edit

Hundreds of connected paths were used to cover realistic customer scenarios and reduce ambiguity before development.

Findability

Could users locate the right model, configuration or next action?

Comprehension

Were pricing, financing, availability and completion states understandable?

Task flow

Could users move through configuration and purchase without losing context?

Findings were translated into interface refinements, clearer hierarchy and more consistent reusable patterns before implementation.

  1. 01DefineRequirements, scenarios and sprint priorities
  2. 02DesignFlows, interfaces and design-system updates
  3. 03PrototypeConnected journeys and edge cases
  4. 04Test & ReviewMaze testing, internal critique and stakeholder feedback
  5. 05PresentWeekly client and stakeholder presentation
  6. 06RefineDecisions, documentation and implementation support
  7. Repeat with the next sprint

Workshops, Maze testing and stakeholder reviews continuously informed the next sprint, helping align business requirements, clarify complex journeys and create shared decisions across teams.

My ownership

Senior product-design responsibility across systems, journeys and delivery.

Systems

  1. 01Design-system ownership: Maintaining a scalable shared foundation across brands and flows.
  2. 02UX architecture: Structuring complex journeys, information and decision points.
  3. 03Multi-market content: Supporting different countries, languages and content conditions.

Experience

  1. 01UI design: Creating polished and consistent web interfaces.
  2. 02Interactive prototyping: Connecting flows, product states and edge cases.
  3. 03User testing: Preparing and refining Maze-based usability tests.

Delivery

  1. 01Workshops: Supporting collaborative definition and decision-making.
  2. 02Stakeholder presentations: Presenting weekly sprint outcomes to clients and stakeholders.
  3. 03Developer collaboration: Preparing implementation-ready patterns and iterating with technical teams.
Outcome & reflection

Reusable foundations across the automotive lifecycle.

Consistency

Shared patterns across brands and product areas.

Scalability

Reusable structures for new brand and market variants.

Clarity

More understandable decisions across complex customer journeys.

The work established reusable patterns across discovery, purchase and ownership, making complete journeys easier to adapt across brands and markets.

Designing enterprise products means designing systems of decisions.

This project reinforced the importance of scalable foundations, edge-case coverage and continuous alignment when designing real-world purchasing experiences.

The strongest design decisions were not isolated screens, but reusable structures that could support different brands, markets, states and moments in the customer lifecycle.

Enterprise product design

Need a scalable product system across complex flows and teams?

I help companies structure complex journeys, reusable interface systems and implementation-ready product experiences.

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