I have been the lead UX designer for Rolls-Royce’s digital presence for 2 years.

During this time I have envisaged their transformation from a car maker with an online catalogue to a digital luxury boutique that boasts articles videos, artworks, accessory shop and the entire dealer network on the site.

My role has encompassed: stakeholder interviews, technical studies of the underlying technologies, co-creation workshops with dealers, customer care team members as well as Rolls-Royce’s internal stakeholders.

Due to the privacy-minded target audience most user research - bar the initial interviews - has been held in-house and purely testing functionality over appeal.

We got high praises from The Drum awards for this work. Read about it here.

To ease the the customer care team’s load, we created a system where using privacy-minded cookies we serve different types of visitors, based on the content the have seen on the pages, different methods for contacting the customer care team.

Creation of a design system together with our UI team supports quick iteration and creation of pages and additional experiences.

It was now quick to create pages for 150 individual dealers in 46 countries with currently 6 supported languages with plenty more to come.

The creation of the accessory boutique and the preparation for an e-commerce store by using the same components and layouts as on the main site saved us months of labour, most of which went in to creating the categories and filters on paper.