The Vespa brand transcends that of the automotive market, conjuring up images of clean-cut Mod suits and mini-skirts, and has achieved a cult status. I was asked to explore a vision for how Vespa could move forward in the digital world, whilst respecting their illustrious heritage. At the heart of this evolution was a new responsive Vespa Configurator, allowing full access to both vehicles and accessories, and customisation options where appropriate.
Alongside the Configurator, I envisioned a number of editorial fashion magazine style "looks", which would offer the user a fashionable mode of transport with matching accessories in one. The Lookbook options would in turn pre-populate the Configurator, maximising up-sale and encouraging brand advocacy. In all aspects of this project, I concentrated on ensuring function matched form. A range of personas were created to assist with user flow discovery, across various touch-points including in-store, desktop, tablet and mobile, and aided my understanding of how these tools would fit in to the wider Vespa marketing approach.