Subaru Australia
Reimagining the Digital Car Buying Journey
Overview
Subaru Australia wanted to modernize its online vehicle purchasing experience by creating a more intuitive way for customers to browse, configure, and compare vehicles before visiting a dealership.
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The project focused on simplifying a traditionally complex purchasing journey through a scalable digital ecosystem that connected vehicle discovery, customization, pricing, financing, and dealership engagement into one seamless experience.
Role
UX / UI Designer
Company
Inchcape Digital
The Challenge
Buying a vehicle involves hundreds of decisions—from selecting a model and trim to configuring colours, accessories, financing options, and dealer availability. Existing user journeys often felt fragmented, requiring customers to navigate between multiple pages before reaching a purchase decision.
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Our challenge was to simplify this complexity without overwhelming users, while ensuring the experience remained flexible enough to support Subaru's growing digital retail ecosystem.
Solution
We approached the project by mapping the complete customer journey before designing individual screens. Rather than focusing solely on interface design, we established a scalable information architecture that connected every step of the purchasing experience into a logical and intuitive flow.
The experience introduced a centralized Build & Price configurator, allowing customers to personalize their vehicle while receiving real-time pricing updates and guided next steps. Supporting features—including payment estimation, accessory selection, dealership enquiries, and test drive bookings—were integrated into a single journey to reduce friction and encourage conversion.
Project
Vehicle Configurator • E-commerce Experience • UX Strategy • Information Architecture • Responsive Design
My responsibilities included:
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I contributed across UX strategy and interface design, helping shape the structure and usability of the digital buying experience.
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Simplifying complex purchasing journeys into intuitive interactions.
Collaborating with cross-functional teams to align user needs with business objectives.
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Designed responsive user interfaces across desktop and mobile.
Creating user flows and information architecture for the vehicle configurator.
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As part of the product design team, supported scalable design patterns across Subaru Australia's digital ecosystem
Created workflow diagrams and system architecture to align user experience with backend business processes and cross-functional teams.
Process
01
The project began by mapping the complete customer journey, identifying friction points between vehicle discovery, configuration, financing, and dealership interactions.
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From there, I developed user flows and information architecture that simplified navigation while accommodating complex business logic, including model variants, accessories, pricing rules, and dealership selection.
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These workflows became the foundation for interface design, ensuring each screen supported a logical progression through the buying journey while remaining flexible.
A guided configuration journey that dynamically updates pricing while allowing customers to personalize their vehicle with confidence.
Build & Price Configurator
Designed scalable user flows that connected vehicle configuration, financing, dealer interactions, and purchase pathways into one cohesive experience.
Information Architecture
Beyond improving usability, the project introduced a flexible design foundation that supports future feature development, additional vehicle models, and evolving digital retail capabilities.
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The redesigned experience established a scalable framework for Subaru Australia's Digital Direct platform, creating a more connected customer journey across vehicle discovery, configuration, and purchase intent.
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Outcome
My goal
Designing Beyond the Interface
Great user experiences begin long before high-fidelity screens. This project involved mapping complex workflows, defining information architecture, and aligning multiple business systems to create a seamless customer journey.
These artifacts helped establish a shared understanding across product, engineering, and stakeholders, ensuring the final experience was both user-centered and technically scalable.