The Project
Ferrari, the iconic Italian luxury sports car manufacturer, is renowned for its bespoke high-performance vehicles and unparalleled customer service. As the brand expands into emerging markets like China and the Middle East, where clientele demand shorter wait times than the traditional 12-month period, Ferrari faces the challenge of increasing production rates without compromising its legendary quality and customization options.
To meet these evolving demands, Ferrari has embarked on an ambitious project to create a state-of-the-art vehicle tracker app. This app aims to revolutionize the customer experience, streamline the production process, and maintain Ferrari’s position at the pinnacle of automotive luxury.
The User Experience
Every Ferrari is unique, so this project presented a profound challenge. Every customer can customize and tailor their new car to their tastes, from paint colors to materials that cover the seats and interior, as well as other personal details. It was therefore necessary for Ferrari to invest in a very responsive and flexible manufacturing setup, supported by agile business software, in order to meet its production output targets.
The ultimate goal was to create various (POC) “Proof of Concept” Prototypes that would be presented as highly engaging user experiences – which included “new owner” mobile apps, factory kiosks, dealership car configurators, and various related consumer websites & services.
User Research
We identified 3 important Ferrari User Roles and created distinct User Journey Maps that emphasized the following:
New Owner UX Journey
(i.e. Customizing the Vehicle Post-Sale)
• Focus: Customizing the vehicle post-sale
• Key desires: Engagement in the creation process, feeling of ownership before delivery
“Your Ferrari” Existing Owner UX Journey
(i.e. Experiencing the Vehicle Post-Sale)
• Focus: Experiencing the vehicle post-sale
• Key desires: Ongoing support, exclusive events, performance optimization
Brand Ambassador UX Journey
(i.e. Ferrari Products & Merchandise)
• Focus: Ferrari products & merchandise
• Key desires: Access to limited edition items, early information on new models, VIP experiences
For each role, we created detailed User Journey Maps to understand their interactions with the brand at every touchpoint.
Features & Benefits
Ferrari UX Prototype App was developed in order to revolutionize the customer experience for owners of these legendary high-performance cars and create a truly unique customer journey for them. This proof-of-concept application showcases a range of innovative features that cater to Ferrari’s discerning clientele, who are looking for nothing but the best quality product and service when it comes to their automobiles.
The UX prototype app combines cutting-edge technology with Ferrari’s legendary commitment to excellence and deep understanding of their clients’ needs. This app aims to redefine the luxury automotive market, particularly in the area of user experience. It not only showcases Ferrari’s dedication to innovation but also reinforces its position as the pinnacle of automotive engineering and customer experience.
After purchasing their Ferrari, new Ferrari buyers will be encouraged to stay highly engaged with the mobile app. This will help ensure that each Ferrari owner has their own “unique masterpiece”. With these ideas, Ferrari is set to redefine the luxury automotive experience, ensuring that every customer’s journey is as unique and exhilarating as the vehicles they create.
Technical Integration
The app seamlessly integrates with Ferrari’s existing infrastructure:
• Real-time data feed from production facilities
• Integration with Infor Software Products for inventory and supply chain management
• Secure payment gateway for additional customizations or merchandise purchases
• Cloud-based architecture for scalability and global accessibility
Design Challenges
Unprecedented Customization
The core challenge lies in Ferrari’s commitment to uniqueness. Each Ferrari is a bespoke masterpiece, with no two vehicles being identical. Customers have the freedom to customize every aspect of their purchase, including:
• Unique paint colors and finishes
• Exotic materials for seats and interior trim
• Personalized detailing and accessories
• Bespoke performance modifications
Global Production Scaling
As Ferrari expands its reach into new markets, the company must:
• Increase production capacity
• Reduce lead times without sacrificing quality
• Adapt to regional preferences and regulations
• Maintain the exclusivity and craftsmanship associated with the brand
Real-Time Tracking & Communication
Customers investing in a Ferrari expect transparency and involvement throughout the production process. The app must provide:
• Real-time updates on vehicle production status
• Seamless communication channels with Ferrari specialists
• Ability to make last-minute customization changes (within reason)
• Anticipation-building content about their specific vehicle
We added fresh ideas to these POC prototypes as well as integrated existing Infor Software products, in order to provide a holistic user experience:
Bespoke Car Measurements
Connect with a Customer Representative who can take all the measurements using the application before building a new Ferrari.
Infor EAM - Enterprise Asset Management
Allows the customer to track the progress of their custom Ferrari directly from the factory floor.
Tracking Car Assembly
A feature of the app that tracks vehicle production status, gives updates in real-time and provides relative content.
Tracking Car Modifications
A feature of the app that allows users to make adjustments to their car while it is being produced.
Tracking Car Shipping
Once the custom Ferrari is built, the customer can track its location real-time using the GT-Nexus application.
Learn ”The Ferrari Way“
An app feature that enables a New Ferrari Owner to track, learn, and improve their driving skills with a Ferrari ‘personal assistant’.
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