Turning launch interest into pre-reservation intent
A digital pre-sales product designed in response to a live CUPRA launch brief.
UX Research · Interaction Design · UI Design
5 weeks · EDIT. Disruptive Digital School · 2026
THE BRIEF
A live launch challenge with commercial stakes
CUPRA asked for an integrated digital strategy across awareness, consideration, and conversion.
Within that wider launch brief, our UX/UI focus was to design a digital pre-sales product that could bring pre-reservation into the consumer journey, support lead generation, and make lead origin traceable by channel.
This case study focuses on the product experience designed within that broader campaign strategy.
The brief set clear commercial targets for the launch:
500
Sales
in year one
100
Pre-sales
before launch
30,000
Initiated
configurations
100,000 landing-page visits · 6,000 generated leads · 1,500 proposals
THE OPPORTUNITY
Bridging brand attraction and product confidence
The brief left the format of the digital product open. Rather than starting with a predefined feature, we focused on the gap between two moments: the attraction created by the campaign and the confidence needed to move towards pre-reservation.
Brand communication can create energy, curiosity, and desire. Product exploration needs clarity, context, and enough confidence to support a financial decision.
Technical information was not the problem. The sequence was.
RESEARCH EVIDENCE
Three patterns shaped the product direction
Across the heuristic review, automotive benchmark, and exploratory survey with 31 participants, three patterns informed how the pre-sales journey should be structured.
Percentages refer to survey responses and were treated as directional rather than representative.
45.2%
Early data capture interrupted interest
Participants reacted negatively to being asked for administrative details, such as NIF or address, at the beginning of a brand experience.
Adress
NIF
Product implication
Create value before asking for personal information.
74.2%
Product exploration needed a guided entry point
Participants preferred a five-question lifestyle-led route over starting directly with manual technical configuration.
48.4% expected a traditional configurator to feel boring or overwhelming.
1
2
3
4
5
Lifestyle
Needs
Preferences
Vehicle
Refine
Product implication
Use guided input before technical choice.
96.8%
Commitment needed tangible reassurance
In the survey, priority delivery was the strongest confidence signal before pre-reservation.
87.1% also selected access to an exclusive owner community.
Product implication
Make early commitment feel visibly worthwhile.
The research did not point to less information. It pointed to a better sequence.
AUDIENCE PERSPECTIVES
Two routes into the same decision
The CUPRA brief included two marketing profiles. We translated them into UX decision-making lenses to test whether one journey could support different routes into the same purchase decision.
This translation was based on Value Proposition Canvases, individual persona analysis, and a comparative synthesis of their motivations, barriers, and decision needs.
MARKETING PROFILES
Claire, the social explorer
Claire, The Trend Validator
Marco, The Efficiency Maximizer
Marco, the urban professional
UX DECISION-MAKING LENSES
THE DISTANCE BETWEEN
THEM MATTERED
Claire needed relevance before technical depth.
Marco needed clear rationale before commitment.
Both needed a clearer
route into the decision
PROBLEM FRAMING
From campaign attention to a confident decision
CUPRA had built a brand on identity.But the path to pre-reservation still began with specifications.
The issue was not the presence of technical information. It was the moment at which users were asked to engage with it.
Potential Raval buyers were moving from campaign interest into technical choices before the experience had helped them understand which version of the car felt relevant to them.
PROBLEM STATEMENT
How might we guide potential Raval buyers from campaign interest to pre-reservation confidence before asking them to navigate technical complexity?
GUIDING QUESTION
FROM PROBLEM TO PRODUCT DIRECTION
Converging on one journey
With the problem framed, we moved into two structured ideation sessions: one mapping the wider launch ecosystem, and another focused on the pre-launch journey.
Affinity mapping helped us group recurring themes and understand where individual ideas could work together rather than remain isolated features.
Ideation 01
Wider launch ecosystem
Market positioning · Digital experience · Pre-sales · Payment · Trust · Business impact
Ideation 02
Pre-launch journey
Early access · Product discovery · Storytelling · Community · Reservation incentives · Touchpoints
Affinity mapping
Recurring themes · Connected ideas · Product direction
No single touchpoint could carry the full experience.
Campaign content
sparks attention
Product tools
support exploration
Pre-reservation
captures intent
One connected journey
The product direction became an integrated digital pre-sales journey,
rather than a set of standalone campaign assets, tools, or forms.
STRATEGIC DIRECTION
Don’t configure. Express yourself.
The direction was not to remove the detailed configurator, but to change how the pre-sales journey begins.
Instead of opening with motors, trim levels, and technical specifications, the experience starts with five fixed prompts about lifestyle, priorities, and urban driving. Those responses are then translated into a recommended configuration starting point based on predefined Raval attributes and available options.
The configurator was not removed. It was repositioned.
BEFORE
Technical choice first
Motors · Trims · Equipment · Specifications
Users were asked to begin with technical choice before they had a clear reason to engage.
AFTER
Relevance before configuration
Lifestyle · Priorities · Urban driving
· Overall vibe
Users were first guided into the product through a short set of prompts that established which version of the Raval felt relevant to them.
A different sequence for moving from campaign interest to product relevance, and from product relevance to pre-reservation confidence.
THE ADAPTIVE JOURNEY
A staged path from discovery to pre-reservation
Although users could arrive through several campaign touchpoints, this case study focuses on the owned digital journey: from the Raval landing page to pre-reservation and follow-up.
The journey was structured around progressive commitment. Each step introduced the information or action that became relevant at that point in the decision.
USER FLOW
From first interaction to pre-reservationThe user flow mapped the core path from campaign interest to pre-reservation, while also accounting for optional actions such as saving, sharing, or continuing through a dealership.
SIX CONNECTED MOMENTS
How the flow became an experienceThe flow was translated into six experience moments, each with a specific role in moving users from attraction to confidence.
01. Enter the Raval world
Campaign atmosphere and one clear invitation to begin.
Curiosity before commitment.
Five lifestyle-led questions replace technical entry.
Guidance before complexity.
03. Reveal the match
Predefined matching logic recommends a Raval starting point.
Value before lead capture.
04. Refine the configuration
Users inspect and adjust the proposed setup.
Direction with control.
05. Move to pre-reservation
A €250 pre-reservation flow supports commitment.
Confidence before payment.
06. Continue the relationship
Confirmation opens the route to next steps.
Continuity after conversion.
Every action followed a moment of value.
VISUAL DIRECTION
Urban performance at night
The visual direction was shaped by El Raval, Barcelona, the neighbourhood behind the Raval launch narrative.
Rather than reproducing the neighbourhood literally, we translated its street art, nightlife, music culture, raw materiality, and sense of movement into a dark, expressive, and controlled digital interface.
The interface borrowed El Raval’s attitude: bold, layered, nocturnal, and in motion.
MOODBOARD DIRECTION
Dark city environments, graffiti textures, illuminated interiors, technical materials, and motion references defined a visual world closer to a cultural space than a conventional automotive website.
FROM MOODBOARD TO INTERFACE
The visual research was translated into a compact UI system: graphite base, copper and petrol accents, bold typography, cinematic imagery, and restrained functional components.
INTERFACE DETAILS IN CONTEXT
Key interface moments show how the visual system adapted across the journey: immersive during discovery, expressive during the reveal, and calmer as users moved towards configuration and pre-reservation.
Guided quiz
Large visual cards, simple navigation, and progress indicators created an immersive but controlled interaction.
Reveal moment
The result screen combined atmosphere, technical signals, match rationale, and clear next actions.
Calmer decision points
The interface became lighter and more transactional as users moved towards configuration and pre-reservation.
The visual direction was not only about mood. It helped the experience move from attraction to action.
THE PRODUCT IN MOTION
Bringing the adaptive journey to life
The final prototype connected the campaign-led landing page, guided quiz, match reveal, detailed configurator, and proposed pre-reservation flow into one continuous experience.
Each screen was designed to move users forward gradually: from curiosity, to relevance, to validation, and finally to commitment.
PROTOTYPE OVERVIEW
A short prototype walkthrough showed how the experience moved from the Raval landing page into the quiz, reveal moment, configuration refinement, and pre-reservation flow.
Want to explore the experience yourself?
EXPLORE THE INTERACTIVE PROTOTYPE ↗
Opens in Figma
CAMPAIGN-LED ENTRY
The landing page brought users into the Raval visual world with one clear action: start the guided experience.
Curiosity before effort.
GUIDED QUIZ
Five fixed prompts translated lifestyle, priorities, and urban driving preferences into structured input for the match.
Guidance before complexity.
REVEAL AND MATCH ACTIONS
The reveal turned quiz answers into a recommended Raval starting point, combining rationale, technical signals, and save/share actions.
Value before lead capture.
REFINEMENT AND PRE-RESERVATION
The configurator preserved control, while the proposed pre-reservation flow introduced deposit, agreement, and dealership options step by step.
Structured commitment.
The product did not replace configuration. It gave users a reason to configure.
VALIDATION AND IMPACT
Measuring confidence before conversion
We tested the high-fidelity prototype with four participants to understand whether the journey was clear, credible, and easy to follow.
The test focused on the core path from quiz to reveal, configuration refinement, and proposed pre-reservation.
4
participants
High-fidelity prototype testing
3
core tasks
Quiz · Reveal · Pre-reservation
98/100
SUS score
Directional usability score
WHAT TESTING SHOWED
The quiz was understood
Participants completed the guided prompts without needing technical automotive knowledge.
The reveal created value
The recommended configuration was understood as a meaningful result of the user’s choices.
Control after guidance
Users could continue into technical detail before moving towards pre-reservation.
Pre-reservation felt credible
Payment and agreement steps made the commitment feel more structured.
EXPECTED IMPACT
FOR USERS
A clearer starting point before technical complexity.
A more relevant configuration to explore and refine.
More confidence before financial commitment.
FOR CUPRA
Lead capture after a meaningful value moment.
A measurable path from campaign interest to product exploration.
A stronger bridge between campaign, digital product, and dealership follow-up.
WHAT STILL NEEDED VALIDATION
· Commercial performance, matching logic accuracy, and live implementation feasibility were outside the scope of this academic prototype.
· A real product phase would need to validate the journey with a larger audience, test the matching logic with real Raval data, and instrument the funnel from campaign source to pre-reservation completion.
NEXT STEPS
01. Validate the journey with a larger and more diverse group of potential buyers.
02. Test the matching logic with real Raval data, commercial rules, and available configurations.
03. Assess the proposed €250 deposit, priority delivery, and owner-community benefits through pricing and conversion research.
04. Instrument the journey across campaign sources, reveal interactions, lead capture, configuration continuation, and pre-reservation completion.
The goal was not to remove complexity from buying a car. It was to make the first route into that complexity more meaningful, structured, and worth continuing.
Turning launch interest into pre-reservation intent
A digital pre-sales product created within a live CUPRA launch brief.
Role
UX Research, Interaction Design, UI Design
Team
Margarida Marçal, Inês E., Ana C., Inês R., João G.
Timeline
5 weeks · 2026
Type
Academic project, EDIT. Disruptive Digital School
THE BRIEF
A live launch challenge with commercial stakes
CUPRA asked for an integrated digital strategy across awareness, consideration, and conversion.
Within that wider launch brief, our UX/UI focus was to design a digital pre-sales product that could bring pre-reservation into the consumer journey, support lead generation, and make lead origin traceable by channel.
This case study focuses on the product experience designed within that broader campaign strategy.
The brief set clear commercial targets for the launch:
500
Sales
in year one
100
Pre-sales
before launch
30,000
Initiated
configurations
100,000 landing-page visits · 6,000 generated leads · 1,500 proposals
THE OPPORTUNITY
Bridging brand attraction and product confidence
The brief left the format of the digital product open. Rather than starting with a predefined feature, we focused on the gap between two moments: the attraction created by the campaign and the confidence needed to move towards pre-reservation.
Brand communication can create energy, curiosity, and desire. Product exploration needs clarity, context, and enough confidence to support a financial decision.
Technical information was not the problem. The sequence was.
RESEARCH EVIDENCE
Three patterns shaped the product direction
Across the heuristic review, automotive benchmark, and exploratory survey with 31 participants, three patterns informed how the pre-sales journey should be structured.
Percentages refer to survey responses and were treated as directional rather than representative.
45.2%
Early data capture interrupted interest
Participants reacted negatively to being asked for administrative details, such as NIF or address, at the beginning of a brand experience.
Adress
NIF
Product implication
Create value before asking for personal information.
74.2%
Product exploration needed a guided entry point
Participants preferred a five-question lifestyle-led route over starting directly with manual technical configuration.
48.4% expected a traditional configurator to feel boring or overwhelming.
1
2
3
4
5
Lifestyle
Needs
Preferences
Vehicle
Refine
Product implication
Use guided input before technical choice.
96.8%
Commitment needed tangible reassurance
In the survey, priority delivery was the strongest confidence signal before pre-reservation.
87.1% also selected access to an exclusive owner community.
Product implication
Make early commitment feel visibly worthwhile.
The research did not point to less information. It pointed to a better sequence.
AUDIENCE PERSPECTIVES
Two routes into the same decision
The CUPRA brief included two marketing profiles. We translated them into UX decision-making lenses to test whether one journey could support different routes into the same purchase decision.
This translation was based on Value Proposition Canvases, individual persona analysis, and a comparative synthesis of their motivations, barriers, and decision needs.
MARKETING PROFILES
Claire, the social explorer
Claire, The Trend Validator
Marco, The Efficiency Maximizer
Marco, the urban professional
UX DECISION-MAKING LENSES
THE DISTANCE BETWEEN
THEM MATTERED
Claire needed
relevance before
technical depth.
Marco needed
clear rationale before
commitment.
Both needed a clearer
route into the decision
PROBLEM FRAMING
From campaign attention to a confident decision
CUPRA had built a brand on identity.But the path to pre-reservation still began with specifications.
The issue was not the presence of technical information. It was the moment at which users were asked to engage with it.
Potential Raval buyers were moving from campaign interest into technical choices before the experience had helped them understand which version of the car felt relevant to them.
PROBLEM STATEMENT
How might we guide potential Raval buyers from campaign interest to pre-reservation confidence before asking them to navigate technical complexity?
GUIDING QUESTION
FROM PROBLEM TO PRODUCT DIRECTION
Converging on one journey
With the problem framed, we moved into two structured ideation sessions: one mapping the wider launch ecosystem, and another focused on the pre-launch journey.
Affinity mapping helped us group recurring themes and understand where individual ideas could work together rather than remain isolated features.
Ideation 01
Wider launch ecosystem
Market positioning · Digital experience · Pre-sales · Payment · Trust · Business impact
Ideation 02
Pre-launch journey
Early access · Product discovery · Storytelling · Community · Reservation incentives · Touchpoints
Affinity mapping
Recurring themes · Connected ideas · Product direction
No single touchpoint could carry the full experience.
Campaign content
sparks attention
Product tools
support exploration
Pre-reservation
captures intent
One connected journey
The product direction became an integrated digital pre-sales journey,
rather than a set of standalone campaign assets, tools, or forms.
STRATEGIC DIRECTION
Don’t configure. Express yourself.
The direction was not to remove the detailed configurator, but to change how the pre-sales journey begins.
Instead of opening with motors, trim levels, and technical specifications, the experience starts with five fixed prompts about lifestyle, priorities, and urban driving. Those responses are then translated into a recommended configuration starting point based on predefined Raval attributes and available options.
The configurator was not removed. It was repositioned.
BEFORE
Technical choice first
Motors · Trims · Equipment · Specifications
Users were asked to begin with technical choice before they had a clear reason to engage.
AFTER
Relevance before configuration
Lifestyle · Priorities · Urban driving · Overall vibe
Users were first guided into the product through a short set of prompts that established which version of the Raval felt relevant to them.
IMMERSE
ANSWER
REVEAL
REFINE
PRE-RESERVE
A different sequence for moving from campaign interest to product relevance, and from product relevance to pre-reservation confidence.
THE ADAPTIVE JOURNEY
A staged path from discovery to pre-reservation
Although users could arrive through several campaign touchpoints, this case study focuses on the owned digital journey: from the Raval landing page to pre-reservation and follow-up.
The journey was structured around progressive commitment. Each step introduced the information or action that became relevant at that point in the decision.
USER FLOW
From first interaction to pre-reservationThe user flow mapped the core path from campaign interest to pre-reservation, while also accounting for optional actions such as saving, sharing, or continuing through a dealership.
SIX CONNECTED MOMENTS
How the flow became an experienceThe flow was translated into six experience moments, each with a specific role in moving users from attraction to confidence.
01. Enter the Raval world
Campaign atmosphere and one clear invitation to begin.
Curiosity before commitment.
02. Answer five guided prompts
Five lifestyle-led questions replace technical entry.
Guidance before complexity.
03. Reveal the match
Predefined matching logic recommends a Raval starting point.
Value before lead capture.
04. Refine the configuration
Users inspect and adjust the proposed setup.
Direction with control.
05. Move to pre-reservation
A €250 pre-reservation flow supports commitment.
Confidence before payment.
06. Continue the relationship
Confirmation opens the route to next steps.
Continuity after conversion.
Every action followed a moment of value.
VISUAL DIRECTION
Urban performance at night
The visual direction was shaped by El Raval, Barcelona, the neighbourhood behind the Raval launch narrative.
Rather than reproducing the neighbourhood literally, we translated its street art, nightlife, music culture, raw materiality, and sense of movement into a dark, expressive, and controlled digital interface.
The interface borrowed El Raval’s attitude: bold, layered, nocturnal, and in motion.
MOODBOARD DIRECTION
Dark city environments, graffiti textures, illuminated interiors, technical materials, and motion references defined a visual world closer to a cultural space than a conventional automotive website.
FROM MOODBOARD TO INTERFACE
The visual research was translated into a compact UI system: graphite base, copper and petrol accents, bold typography, cinematic imagery, and restrained functional components.
COLOURGraphite base · Copper and petrol accents
TYPOGRAPHYCUPRA display type · Clear funtional text
IMAGERYUrban atmosphere · Clar details · Motion
COMPONENTSCards · Progress · CTAs · Selectors
INTERFACE DETAILS IN CONTEXT
Key interface moments show how the visual system adapted across the journey: immersive during discovery, expressive during the reveal, and calmer as users moved towards configuration and pre-reservation.
Guided quiz
Large visual cards, simple navigation, and progress indicators created an immersive but controlled interaction.
Reveal moment
The result screen combined atmosphere, technical signals, match rationale, and clear next actions.
Calmer decision points
The interface became lighter and more transactional as users moved towards configuration and pre-reservation.
The visual direction was not only about mood. It helped the experience move from attraction to action.
THE PRODUCT IN MOTION
Bringing the adaptive journey to life
The final prototype connected the campaign-led landing page, guided quiz, match reveal, detailed configurator, and proposed pre-reservation flow into one continuous experience.
Each screen was designed to move users forward gradually: from curiosity, to relevance, to validation, and finally to commitment.
PROTOTYPE OVERVIEW
A short prototype walkthrough showed how the experience moved from the Raval landing page into the quiz, reveal moment, configuration refinement, and pre-reservation flow.
Want to explore the experience yourself?
EXPLORE THE INTERACTIVE PROTOTYPE ↗
Opens in Figma
CAMPAIGN-LED ENTRY
The landing page brought users into the Raval visual world with one clear action: start the guided experience.
Curiosity before effort.
GUIDED QUIZ
Five fixed prompts translated lifestyle, priorities, and urban driving preferences into structured input for the match.
Guidance before complexity.
REVEAL AND MATCH ACTIONS
The reveal turned quiz answers into a recommended Raval starting point, combining rationale, technical signals, and save/share actions.
Value before lead capture.
REFINEMENT AND PRE-RESERVATION
The configurator preserved control, while the proposed pre-reservation flow introduced deposit, agreement, and dealership options step by step.
Structured commitment.
The product did not replace configuration. It gave users a reason to configure.
VALIDATION AND IMPACT
Measuring confidence before conversion
We tested the high-fidelity prototype with four participants to understand whether the journey was clear, credible, and easy to follow.
The test focused on the core path from quiz to reveal, configuration refinement, and proposed pre-reservation.
4
participants
High-fidelity prototype testing
3
core tasks
Quiz · Reveal · Pre-reservation
98/100
SUS score
Directional usability score
WHAT TESTING SHOWED
The quiz was understood
Participants completed the guided prompts without needing technical automotive knowledge.
The reveal created value
The recommended configuration was understood as a meaningful result of the user’s choices.
Control after guidance
Users could continue into technical detail before moving towards pre-reservation.
Pre-reservation felt credible
Payment and agreement steps made the commitment feel more structured.
EXPECTED IMPACT
FOR USERS
A clearer starting point before technical complexity.
A more relevant configuration to explore and refine.
More confidence before financial commitment.
FOR CUPRA
Lead capture after a meaningful value moment.
A measurable path from campaign interest to product exploration.
A stronger bridge between campaign, digital product, and dealership follow-up.
WHAT STILL NEEDED VALIDATION
· Commercial performance, matching logic accuracy, and live implementation feasibility were outside the scope of this academic prototype.
· A real product phase would need to validate the journey with a larger audience, test the matching logic with real Raval data, and instrument the funnel from campaign source to pre-reservation completion.
NEXT STEPS
01. Validate the journey with a larger and more diverse group of potential buyers.
02. Test the matching logic with real Raval data, commercial rules, and available configurations.
03. Assess the proposed €250 deposit, priority delivery, and owner-community benefits through pricing and conversion research.
04. Instrument the journey across campaign sources, reveal interactions, lead capture, configuration continuation, and pre-reservation completion.
The goal was not to remove complexity from buying a car. It was to make the first route into that complexity more meaningful, structured, and worth continuing.
Turning launch interest into pre-reservation intent
A digital pre-sales product created within a live CUPRA launch brief.
Role
UX Research, Interaction Design, UI Design
Team
Margarida Marçal, Inês E., Ana C., Inês R., João G.
Timeline
5 weeks · 2026
Type
Academic project, EDIT. Disruptive Digital School
THE BRIEF
A live launch challenge with commercial stakes
CUPRA asked for an integrated digital strategy across awareness, consideration, and conversion.
Within that wider launch brief, our UX/UI focus was to design a digital pre-sales product that could bring pre-reservation into the consumer journey, support lead generation, and make lead origin traceable by channel.
This case study focuses on the product experience designed within that broader campaign strategy.
The brief set clear commercial targets for the launch:
500
Sales
in year one
100
Pre-sales
before launch
30,000
Initiated
configurations
100,000 landing-page visits · 6,000 generated leads · 1,500 proposals
THE OPPORTUNITY
Bridging brand attraction and product confidence
The brief left the format of the digital product open. Rather than starting with a predefined feature, we focused on the gap between two moments: the attraction created by the campaign and the confidence needed to move towards pre-reservation.
Brand communication can create energy, curiosity, and desire. Product exploration needs clarity, context, and enough confidence to support a financial decision.
Technical information was not the problem. The sequence was.
RESEARCH EVIDENCE
Three patterns shaped the product direction
Across the heuristic review, automotive benchmark, and exploratory survey with 31 participants, three patterns informed how the pre-sales journey should be structured.
Percentages refer to survey responses and were treated as directional rather than representative.
45.2%
Early data capture interrupted interest
Participants reacted negatively to being asked for administrative details, such as NIF or address, at the beginning of a brand experience.
Adress
NIF
Product implication
Create value before asking for personal information.
74.2%
Product exploration needed a guided entry point
Participants preferred a five-question lifestyle-led route over starting directly with manual technical configuration.
48.4% expected a traditional configurator to feel boring or overwhelming.
1
2
3
4
5
Lifestyle
Needs
Preferences
Vehicle
Refine
Product implication
Use guided input before technical choice.
96.8%
Commitment needed tangible reassurance
In the survey, priority delivery was the strongest confidence signal before pre-reservation.
87.1% also selected access to an exclusive owner community.
Product implication
Make early commitment feel visibly worthwhile.
The research did not point to less information. It pointed to a better sequence.
AUDIENCE PERSPECTIVES
Two routes into the same decision
The CUPRA brief included two marketing profiles. We translated them into UX decision-making lenses to test whether one journey could support different routes into the same purchase decision.
This translation was based on Value Proposition Canvases, individual persona analysis, and a comparative synthesis of their motivations, barriers, and decision needs.
MARKETING PROFILES
Claire, the social explorer
Claire, The Trend Validator
Marco, The Efficiency Maximizer
Marco, the urban professional
UX DECISION-MAKING LENSES
THE DISTANCE BETWEEN THEM MATTERED
Claire needed
relevance before
technical depth.
Marco needed
clear rationale before
commitment.
Both needed a clearer
route into the decision
PROBLEM FRAMING
From campaign attention to a confident decision
CUPRA had built a brand on identity.But the path to pre-reservation still began with specifications.
The issue was not the presence of technical information. It was the moment at which users were asked to engage with it.
Potential Raval buyers were moving from campaign interest into technical choices before the experience had helped them understand which version of the car felt relevant to them.
PROBLEM STATEMENT
How might we guide potential Raval buyers from campaign interest to pre-reservation confidence before asking them to navigate technical complexity?
GUIDING QUESTION
FROM PROBLEM TO PRODUCT DIRECTION
Converging on one journey
With the problem framed, we moved into two structured ideation sessions: one mapping the wider launch ecosystem, and another focused on the pre-launch journey.
Affinity mapping helped us group recurring themes and understand where individual ideas could work together rather than remain isolated features.
Ideation 01
Wider launch ecosystem
Market positioning · Digital experience · Pre-sales · Payment · Trust · Business impact
Ideation 02
Pre-launch journey
Early access · Product discovery · Storytelling · Community · Reservation incentives · Touchpoints
Affinity mapping
Recurring themes · Connected ideas · Product direction
No single touchpoint could carry the full experience.
Campaign content
sparks attention
Product tools
support exploration
Pre-reservation
captures intent
One connected journey
The product direction became an integrated digital pre-sales journey,
rather than a set of standalone campaign assets, tools, or forms.
STRATEGIC DIRECTION
Don’t configure. Express yourself.
The direction was not to remove the detailed configurator, but to change how the pre-sales journey begins.
Instead of opening with motors, trim levels, and technical specifications, the experience starts with five fixed prompts about lifestyle, priorities, and urban driving. Those responses are then translated into a recommended configuration starting point based on predefined Raval attributes and available options.
The configurator was not removed. It was repositioned.
BEFORE
Technical choice first
Motors · Trims · Equipment · Specifications
Users were asked to begin with technical choice before they had a clear reason to engage.
AFTER
Relevance before configuration
Lifestyle · Priorities · Urban driving · Overall vibe
Users were first guided into the product through a short set of prompts that established which version of the Raval felt relevant to them.
IMMERSE
ANSWER
REVEAL
REFINE
PRE-RESERVE
A different sequence for moving from campaign interest to product relevance,
and from product relevance to pre-reservation confidence.
THE ADAPTIVE JOURNEY
A staged path from discovery to pre-reservation
Although users could arrive through several campaign touchpoints, this case study focuses on the owned digital journey: from the Raval landing page to pre-reservation and follow-up.
The journey was structured around progressive commitment. Each step introduced the information or action that became relevant at that point in the decision.
USER FLOW
From first interaction to pre-reservationThe user flow mapped the core path from campaign interest to pre-reservation, while also accounting for optional actions such as saving, sharing, or continuing through a dealership.
SIX CONNECTED MOMENTS
How the flow became an experienceThe flow was translated into six experience moments, each with a specific role in moving users from attraction to confidence.
01. Enter the Raval world
Campaign atmosphere and one clear invitation to begin.
Curiosity before commitment.
02. Answer five guided prompts
Five lifestyle-led questions replace technical entry.
Guidance before complexity.
03. Reveal the match
Predefined matching logic recommends a Raval starting point.
Value before lead capture.
04. Refine the configuration
Users inspect and adjust the proposed setup.
Direction with control.
05. Move to pre-reservation
A €250 pre-reservation flow supports commitment.
Confidence before payment.
06. Continue the relationship
Confirmation opens the route to next steps.
Continuity after conversion.
Every action followed a moment of value.
VISUAL DIRECTION
Urban performance at night
The visual direction was shaped by El Raval, Barcelona, the neighbourhood behind the Raval launch narrative.
Rather than reproducing the neighbourhood literally, we translated its street art, nightlife, music culture, raw materiality, and sense of movement into a dark, expressive, and controlled digital interface.
The interface borrowed El Raval’s attitude: bold, layered, nocturnal, and in motion.
MOODBOARD DIRECTION
Dark city environments, graffiti textures, illuminated interiors, technical materials, and motion references defined a visual world closer to a cultural space than a conventional automotive website.
FROM MOODBOARD TO INTERFACE
The visual research was translated into a compact UI system: graphite base, copper and petrol accents, bold typography, cinematic imagery, and restrained functional components.
COLOURGraphite base · Copper and petrol accents
TYPOGRAPHYCUPRA display type · Clear funtional text
IMAGERYUrban atmosphere · Clar details · Motion
COMPONENTSCards · Progress · CTAs · Selectors
INTERFACE DETAILS IN CONTEXT
Key interface moments show how the visual system adapted across the journey: immersive during discovery, expressive during the reveal, and calmer as users moved towards configuration and pre-reservation.
Guided quiz
Large visual cards, simple navigation, and progress indicators created an immersive but controlled interaction.
Reveal moment
The result screen combined atmosphere, technical signals, match rationale, and clear next actions.
Calmer decision points
The interface became lighter and more transactional as users moved towards configuration and pre-reservation.
The visual direction was not only about mood. It helped the experience move from attraction to action.
THE PRODUCT IN MOTION
Bringing the adaptive journey to life
The final prototype connected the campaign-led landing page, guided quiz, match reveal, detailed configurator, and proposed pre-reservation flow into one continuous experience.
Each screen was designed to move users forward gradually: from curiosity, to relevance, to validation, and finally to commitment.
PROTOTYPE OVERVIEW
A short prototype walkthrough showed how the experience moved from the Raval landing page into the quiz, reveal moment, configuration refinement, and pre-reservation flow.
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EXPLORE THE INTERACTIVE PROTOTYPE ↗
Opens in Figma
CAMPAIGN-LED ENTRY
The landing page brought users into the Raval visual world with one clear action: start the guided experience.
Curiosity before effort.
GUIDED QUIZ
Five fixed prompts translated lifestyle, priorities, and urban driving preferences into structured input for the match.
Guidance before complexity.
REVEAL AND MATCH ACTIONS
The reveal turned quiz answers into a recommended Raval starting point, combining rationale, technical signals, and save/share actions.
Value before lead capture.
REFINEMENT AND PRE-RESERVATION
The configurator preserved control, while the proposed pre-reservation flow introduced deposit, agreement, and dealership options step by step.
Structured commitment.
The product did not replace configuration. It gave users a reason to configure.
VALIDATION AND IMPACT
Measuring confidence before conversion
We tested the high-fidelity prototype with four participants to understand whether the journey was clear, credible, and easy to follow.
The test focused on the core path from quiz to reveal, configuration refinement, and proposed pre-reservation.
4
participants
High-fidelity prototype testing
3
core tasks
Quiz · Reveal · Pre-reservation
98/100
SUS score
Directional usability score
WHAT TESTING SHOWED
The quiz was understood
Participants completed the guided prompts without needing technical automotive knowledge.
The reveal created value
The recommended configuration was understood as a meaningful result of the user’s choices.
Control after guidance
Users could continue into technical detail before moving towards pre-reservation.
Pre-reservation felt credible
Payment and agreement steps made the commitment feel more structured.
EXPECTED IMPACT
FOR USERS
A clearer starting point before technical complexity.
A more relevant configuration to explore and refine.
More confidence before financial commitment.
FOR CUPRA
Lead capture after a meaningful value moment.
A measurable path from campaign interest to product exploration.
A stronger bridge between campaign, digital product, and dealership follow-up.
WHAT STILL NEEDED VALIDATION
· Commercial performance, matching logic accuracy, and live implementation feasibility were outside the scope of this academic prototype.
· A real product phase would need to validate the journey with a larger audience, test the matching logic with real Raval data, and instrument the funnel from campaign source to pre-reservation completion.
NEXT STEPS
01. Validate the journey with a larger and more diverse group of potential buyers.
02. Test the matching logic with real Raval data, commercial rules, and available configurations.
03. Assess the proposed €250 deposit, priority delivery, and owner-community benefits through pricing and conversion research.
04. Instrument the journey across campaign sources, reveal interactions, lead capture, configuration continuation, and pre-reservation completion.
The goal was not to remove complexity from buying a car. It was to make the first route into that complexity more meaningful, structured, and worth continuing.