What we did
- Designed a centralized B2B2C eCommerce platform for booking exclusive events and experiences
- Defined and redesigned the end-to-end customer journey, from pre-booking to post-booking, for dealers and end customers
- Delivered UX/UI design for the experience and templates, aligned with the brand’s identity and premium positioning
- Developed a composable configurator capable of handling complex and variable booking scenarios
- Integrated systems to ensure a seamless, scalable, and easily manageable digital ecosystem
- Implemented the Merchant of Record model, automating invoicing, ERP integration, and global payment flows
OUTCOMES
OVERVIEW
The brand set out to transform how exclusive automotive experiences are discovered, configured, and booked, targeting both B2B and B2C audiences.
The starting point was a highly complex ecosystem of events, ranging from driving experiences and racing activities to guided tours and premium packages. Each experience involved different logic, variables, and booking methods, leading to fragmented customer journeys and operational inefficiencies. At the same time, the presence of multiple user profiles (end customers, dealers, and internal teams) required distinct flows and functionalities, further increasing complexity.
Through qualitative research and customer journey analysis, key pain points and expectations were identified across all stages of the experience, from initial exploration to post-purchase management.
This led to the need for a flexible, scalable, and user-centric solution capable of simplifying complexity without compromising the brand’s premium positioning—delivering a seamless and personalized experience for each user type while supporting global operations.
3 BIG TAKEAWAYS
From complex booking flows to composable experiences
Booking automotive experiences involves a high number of variables, from language and date selection to additional services such as instructors, transportation, and hospitality.
To manage this complexity, a composable configurator was designed, capable of dynamically adapting the booking process structure based on the characteristics of each event. Each step is customizable, allowing users to build a tailored experience intuitively.
This approach transforms complexity into a smooth and scalable journey while maintaining a consistent, high-quality user experience.
From fragmented journeys to a unified B2B2C platform
Previously, different user types followed separate and often inconsistent paths, resulting in inefficiencies and discontinuities in the experience.
The new platform introduces a unified ecosystem where journeys are tailored to different roles (dealer or end customer) while maintaining consistency across all touchpoints.
This aligns business needs with user needs, improving both usability and operational efficiency.
From operational complexity to centralized global commerce
Managing global sales of exclusive events involves complexities related to tax regulations, invoicing, and payment processes across multiple countries.
Through the implementation of the Merchant of Record model, the entire financial flow has been centralized and optimized. Automated invoicing, global tax compliance, and payment management are now handled through a single integrated system.
This significantly reduces internal operational workload, minimizes risks, and ensures smooth, compliant international operations.
THE NEW EXPERIENCE IN ACTION
A single platform for all automotive experiences
The platform serves as a single access point for all types of experiences, including driving events, racing activities, and guided tours.
Users can navigate across different offerings through a consistent interface, with clear entry points and a structured flow that simplifies even the most complex scenarios.
A fully configurable booking experience
At the core of the experience is a multi-step configurator that dynamically adapts to each event.
Users can select and customize elements such as dates, language, services, and packages, building a tailored experience based on their needs.
This modular approach ensures flexibility and clarity, enabling even complex bookings to be completed in a simple and intuitive way.
A solid foundation for scalable global operations
Beyond the user experience, the platform is designed to support global operations.
ERP integration, automated invoicing, payment management, and dedicated reporting tools enable efficient and scalable processes across markets and business units.
This positions the platform as a long-term strategic foundation, capable of evolving alongside the brand’s experience offering.
