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A car configurator that didn't stereotype women

A car configurator that didn't stereotype women

A car configurator that didn't stereotype women

A car configurator that didn't stereotype women

Intro

We had created a car configurator designed as a quiz but we weren't convinced that static designs would be enough to communicate the level of sophistication Lancia expected. By adding motion design to the experience we sought a more enhanced experience to engage the end-user.

We had created a car configurator designed as a quiz, but before presented it we weren't convinced that static designs would be enough to communicate the level of sophistication Lanica expected. By adding motion design to the experience we sought a more enhanced experience to engage the end-user.

The brand guidelines pigeon holed the demographic of who they created the configurator for - it stereotyped women as individuals concerned only with their style and accessories.

The brand guidelines pigeon holed the demographic of who they created the configurator for - it stereotyped women as individuals concerned only with their style and accessories.

The brand guidelines pigeon holed the demographic of who they created the configurator for - it stereotyped women as individuals concerned only with their style and accessories.

The brand guidelines pigeon holed the demographic of who they created the configurator for - it stereotyped women as individuals concerned only with their style and accessories.

The brand guidelines pigeon holed the demographic of who they created the configurator for - it stereotyped women as individuals concerned only with their style and accessories.

bigcomma

…stereotyped women as individuals concerned only with their style and accessories.

…stereotyped women as individuals concerned only with their style and accessories.

...stereotyped women as individuals concerned only with their style and accessories.

...stereotyped women as individuals concerned only with their style and accessories.

...stereotyped women as individuals concerned only with their style and accessories.

The product itself was supposed to be an expression of the user and the many facets of their personality. So we took key brand elements and and created interactions that felt less stereotypical.

The product itself was supposed to be an expression of the user and the many facets of their personality. So we took key brand elements and and created interactions that felt less stereotypical.

The product itself was supposed to be an expression of the user and the many facets of their personality. So we took key brand elements and and created interactions that felt less stereotypical.

The product itself was supposed to be an expression of the user and the many facets of their personality. So we took key brand elements and and created interactions that felt less stereotypical.

The product itself was supposed to be an expression of the user and the many facets of their personality. So we took key brand elements and and created interactions that felt less stereotypical.

afterfx
blackcomma

For more sophisticated interactions, we smoothed easing in/out transitions on the elements.

For more sophisticated interactions, we smoothed easing in/out transitions on the elements.

For more sophisticated interactions, we smoothed easing in/out transitions on the elements.

For more sophisticated interactions, we smoothed easing in/out transitions on the elements.

For more sophisticated interactions, we smoothed easing in/out transitions on the elements.

Approach

We saw the sections of the quiz configurator as pyramid levels and wanted to create depth and movement via the transitions to signpost what stage users were in. Lancia are part of the FCA group and so we wanted to express the Italian flair through sophistication in all the interactions - animations were less about immediacy and impact and more about graduation and finesse.

We saw the sections of the quiz configurator as pyramid levels and wanted to create depth and movement via the transitions to signpost what stage users were in. Lancia are part of the FCA group and so we wanted to express the Italian flair through sophistication in all the interactions - animations were less about immediacy and impact and more about graduation and finesse.

We saw the sections of the quiz configurator as pyramid levels and wanted to create depth and movement via the transitions to signpost what stage users were in. Lancia are part of the FCA group and so we wanted to express the Italian flair through sophistication in all the interactions - animations were less about immediacy and impact and more about graduation and finesse.

We saw the sections of the quiz configurator as pyramid levels and wanted to create depth and movement via the transitions to signpost what stage users were in. Lancia are part of the FCA group and so we wanted to express the Italian flair through sophistication in all the interactions - animations were less about immediacy and impact and more about graduation and finesse.

We saw the sections of the quiz configurator as pyramid levels and wanted to create depth and movement via the transitions to signpost what stage users were in. Lancia are part of the FCA group and so we wanted to express the Italian flair through sophistication in all the interactions - animations were less about immediacy and impact and more about graduation and finesse.

bigcomma

…it breathes life into a design where clients have difficulty visualising interactions.

…it breathes life into a design where clients have difficulty visualising interactions.

…it breathes life into a design where clients have difficulty visualising interactions.

…it breathes life into a design where clients have difficulty visualising interactions.

…it breathes life into a design where clients have difficulty visualising interactions.

We can't underestimate the impact that motion animation has on lifting static, clean, interfaces - it breathes life into a design where clients may have difficulty visualising interactions. We used Invision to present our ideas and whilst it was difficult to compress the video formats, we managed to use GIFs  that could be supported on their 'boards' function without loss of quality.

We can't underestimate the impact that motion animation has on lifting static, clean, interfaces - it breathes life into a design where clients may have difficulty visualising interactions. We used Invision to present our ideas and whilst it was difficult to compress the video formats, we managed to use GIFs  that could be supported on their 'boards' function without loss of quality.

We can't underestimate the impact that motion animation has on lifting static, clean, interfaces - it breathes life into a design where clients may have difficulty visualising interactions. We used Invision to present our ideas and whilst it was difficult to compress the video formats, we managed to use GIFs  that could be supported on their 'boards' function without loss of quality.

We can't underestimate the impact that motion animation has on lifting static, clean, interfaces - it breathes life into a design where clients may have difficulty visualising interactions. We used Invision to present our ideas and whilst it was difficult to compress the video formats, we managed to use GIFs  that could be supported on their 'boards' function without loss of quality.

We can't underestimate the impact that motion animation has on lifting static, clean, interfaces - it breathes life into a design where clients may have difficulty visualising interactions. We used Invision to present our ideas and whilst it was difficult to compress the video formats, we managed to use GIFs  that could be supported on their 'boards' function without loss of quality.

Credits

UX
Simon Kay 

UX
Simon Kay

User Interface
Holly Jermyn

User Interface
Holly Jermyn

User Interface
Holly Jermyn

User Interface
Holly Jermyn

Project Management
Phil Pearman

Project Management
Phil Pearman

Project Management
Phil Pearman

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Have a project or just want to say hi, drop me a line!

Have a project or just want to say hi, drop me a line!