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#007 · Research Driver · Rare · March 2019 to April 2020
SEAT & CUPRA
Four digital products for SEAT and CUPRA: the car configurator, unified Search, the Aftersales journey and the CUPRA Traveller site.
Product Designer · C14 for SEAT S.A., CUPRA, VW GroupMarch 2019 to April 2020, at C14. Direct client ownership of Search and Aftersales; team collaboration on the Configurator and CUPRA Traveller.
Evidence4 products for 2 brands inside Volkswagen Group, Search delivered from concept to final specs
#007Research Driver
Rare
SEAT & CUPRA
Four automotive products, two brands, one bidirectional configurator.
March 2019 to April 2020Designs in both directions
View case study
The challenge
A configurator that had to work equally well right-to-left and left-to-right, a search spanning five content types, and a service-booking journey owners found confusing.
What I led
Search end to end with SEAT stakeholders, owner research for Aftersales, and the RTL and LTR configurator experience.
What shipped
Bidirectional configurator UX and UI, Search to final specs, an Aftersales journey map as the redesign brief, and CUPRA Traveller.
01
Right-to-left is not a mirrored layout
Reading patterns and information density change, numbers and prices stay left-to-right inside right-to-left text, progress indicators reverse, and only some icons flip. The configurator was designed for both directions from the first step.
Design decisionTreat RTL as a core design concern
Right-to-left markets were in scope from the start, so direction was decided per element in the first step instead of patched screen by screen at the end.
02
Aftersales: owners first, screens second
Interviews with SEAT owners showed where service booking broke: unclear steps, no updates on the day, and forms asking for data people did not have. The journey map, not a redesign, became the deliverable the client could act on.
Design decisionResearch before redesigning aftersales
A redesign without the interviews would have polished the booking form. The friction lived between the steps, where no screen existed yet.
03
Search and CUPRA Traveller
One search box across models, accessories, dealers, aftersales and news, with results, filters, empty states and no-results fallbacks defined with stakeholders first. For CUPRA Traveller, the work was information architecture and a narrative visual language for route and destination browsing.
Design decisionDefine 'good search' with stakeholders first
With five content types competing for one results page, ranking and layout are business decisions. Agreeing on them first meant the results page was designed once.
The impact
What changed.
ResearchAftersales journey mapped into a redesign brief
From user research to a brief the client could act on.
ShippedCUPRA Traveller shipped as a lifestyle website
Alongside the bidirectional configurator and Search, delivered to final specs.
The takeaway
Automotive at Volkswagen Group scale, with a direct client relationship. Proof that I can own a workstream inside a large organization and ship against real constraints.
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