At C14 I worked across multiple SEAT and CUPRA digital products as part of a larger design team. My work spanned four distinct projects — each with different scope, methods, and deliverables. I worked directly with the client on some (Search, Aftersales), collaborating within the team on others (Configurator, CUPRA Traveller).
The SEAT and CUPRA configurators let users build their own car step-by-step — choosing model, engine, colour, trim, and extras through a sequential decision tree with real-time pricing. I focused specifically on the RTL (right-to-left) and LTR (left-to-right) UX and UI. This isn't just mirroring a layout: Arabic and Hebrew interfaces have different reading patterns, different information density expectations, and different affordance conventions. Numbers and prices stay LTR inside RTL text. Progress indicators reverse direction. Icon directionality requires individual review. I worked across both directions to ensure the configurator felt native regardless of language — not like a translation of a Western design.
The SEAT Search experience was a project I led directly with the client — my own piece within the broader team's work. SEAT's website covered a wide range of content: car models, accessories, dealers, aftersales services, news, and more. The challenge was designing a unified search experience that could surface the right type of result clearly, without forcing users to know where to look first. I designed the search UI, the results page with content-type filtering (models, accessories, dealers, aftersales), the empty states, and the no-results fallbacks — working directly with SEAT stakeholders to define what "good search" meant for their users.
The SEAT Aftersales project started with a research question: why do SEAT owners find the service booking process confusing or frustrating? I conducted user interviews with SEAT owners, mapping their experience across the full aftersales lifecycle — from first awareness that their car needs a service, through booking, drop-off, waiting, collection, and follow-up. The interviews surfaced friction points the team hadn't anticipated: unclear communication between service steps, no proactive updates during the service day, and a booking flow that required information users didn't have to hand. I synthesised these into a user journey map that became the brief for redesigning the aftersales digital touchpoints.
CUPRA Traveller was a lifestyle and travel website — an editorial experience connecting the CUPRA brand with destinations, routes, and travel culture. Different in tone from the configurator: where SEAT's tools were task-focused and functional, CUPRA Traveller was aspirational, visually driven, and narrative-led. I contributed to the UX and UI of this project within the design team, working on the information architecture, the route/destination browsing experience, and the visual language that matched CUPRA's positioning as a performance-meets-lifestyle brand.