STELLANTIS OWNERSHIP EXPERIENCE

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Established Stellantis's Global UX practice across NAFTA, LATAM, EMEA, and APAC design studios with a primary focus on crafting a connected ownership experience – mobile, web, and wearables –  across brands like Jeep, Ram, Dodge, Chrysler, SRT, Maserati, Fiat, Alfa Romeo, Ram Professional consisting of EV's, Hybrids and Gas Vehicles. 

[+] Craft the strategic vision that combined the Mopar and UConnect apps and provided a single vehicle app per brand, unified code base for engineering, significant nine figure cost savings for the business and a foundational core experience that can evolve with unique features per brand.

[+] Define career paths and led operations within the design practice across User Experience including: Interaction Design, User Interface Design, Copywriting, Motion, Content Strategy, & Research. Initiated Stellantis's new Global Design System across mobile, wearables, and web (ownership experience), which opened up substantial operational savings across engineering, product, marketing and design and were the only team not impacted by layoffs during my time at Stellantis and zero turnover. 

Below is a high-level overview of my process starting with obtaining our business goals. 

The Business goals for Stellantis's connected ownership experience was to:

1. Reduce operating costs through standardization and shared resources across brands.

2. Streamline operations by implementing a global design system and shared infrastructure.

3. Improve revenue by saving time in design and development, leading to quicker market launches and consistent, high-quality user experiences.

4. Enhance brand coherence while allowing each brand to maintain its identity within a connected ecosystem.

5. Increase customer retention by providing a seamless, integrated experience across different brand touchpoints.

Measurements/KPI's: 

[–] Reduce Operating Cost: Measure reductions in design, development, and operational costs through the use of shared resources and reusable components.

[+] Increase Revenue Growth: Monitor increased revenue from cross-selling, upselling, and improvements in customer lifetime value (CLTV).

[–] Reduce Speed to Market: Track time saved in launching new features or products, aiming for a 20-30% reduction in time-to-launch through streamlined processes once established. 

[+] Increase Customer Satisfaction & Retention: Measure NPS (Net Promoter Score), customer feedback, and retention rates across all brands.

[–] Reduce Employee Productivity: Measure design and development time saved through reusable components and shared resources.

Reduce Operating Cost  |  Reduce Time to Market |  Revenue Producing Features  |  Increase Productivity

Next, a competitive and trend analysis was created. We analyzed competitors’ mobile apps features, connected vehicle features, and pulling our customer feedback to identify areas that we could innovate to provide an exceptional experience. 

Additionally, engineering conducted feasibility studies to ensure proposed designs worked seamlessly with varying vehicle functionalities across brands and power-terrains (EVs to hybrids and gas-powered cars), identifying potential issues across the portfolio.

Mobile App & Wearable Features | Trends | Innovation | Security | Technical Assessment | Sensors

Creating personas across 14 vehicle brands illuminated shared goals and unique differences across the Stellantis portfolios. Our key personas explored core areas like demographics, jobs-to-be-done (JTBD), habits, needs, wants, desires, and special considerations, providing a framework to understand users holistically. 

The process highlighted common ownership experiences—such as a universal need for easy maintenance tracking—while also exposing brand-specific differences, like the adventurous aspirations of off-road drivers versus the sophisticated expectations of luxury sedan owners. Balancing these insights, the team delivered solutions that seamlessly integrated broad user demands with distinctive brand characteristics, driving a more personalized and effective design strategy

Demographics | JTBD | Habits | Needs | Wants | Desires | Special Considerations 

A detailed Ownership Journey Map was created from time of Delivery to End of Life/Sale addressing key moments across the ownership experience of your vehicle(s) across EV, PHEV, GAS. We also included the features of the existing Mopar Ap & UConnect app ensuring feature parody without limiting regression in the new experience by loosing functionality that users were use to. 

We structured the journey map into three distinct points of time: 

A. Onboarding (Day 1– Day 30)  

B. Ownership: (Year 1-Year XX)

C. Retention (Day 1- XX)

After conducting a deep dive into each category we had our first design artifact to help move us from core experience to one that can be further tailored and optimized per (1) brand (2) vehicle type: Onboarding, Ownership, & Retention.

Core Features  | Combined Mopar & Uconnect  | EV, PHEV, GAS | Onboarding | Ownership | Retention

After the Core Ownership Journey Map was created we defined a Brand Specific Journey Map by layering personas and walking through the day in a life exercise across onboarding, ownership, retention scenarios along with inputs from our competitive analysis and past user feedback.

Example of Ownership Brand Specific Tasks: 

OWN Remote 1.1: As a <brand> customer I need to <action> <trigger>so it can <task>. 

OWN Remote 1.1: As a <Ram> customer I need to <lower my tailgate> <upon approach> so I can <easily put items in my truck bed>..

By aligning brand persona(s) across the core customer journey map we were able to identify new task, features, and experiences that product management later added into their roadmap for future development. Items that needed further validation went into the discovery track as a "D" item while items with immediate & known impact would go into the execution track for elevated priority within the backlog or roadmap.  

Note: This was a joint exercise with brand, product and engineering. 

Branded Features | Customer Journey Map | 

A critical aspect of this strategy was the creation of a global design system that could scale across mobile and wearable platforms and align to web. The system was designed to be modular and adaptable, accommodating brand-specific features while maintaining consistency in usability and aesthetics. 

This scalable framework delivered significant operational savings across engineering, product, marketing, and design teams while providing users with intuitive, high-quality digital interactions

 Web (Standalone Portal) | Mobile (IOS & Android) | Wearables (IOS & Android)

A clear mission and defined objectives served as the foundation for all design decisions. This included the vision of creating a unified ownership experience while enabling brand differentiation. Each step in the process—from defining features to implementing updates—was guided by a set of measurable goals, ensuring alignment with the overarching strategy. 

 Scalable Design | Custom Brand Features | Ownership Experiences Outside of The Vehicle

Implementation followed a Walk-Run-Fly approach to ensure sustainable progress. Initial efforts (Walk) focused on low-risk, foundational changes, such as aligning stakeholders and standardizing design practices and creating a baseline experience across all brands and establishing our design system. The next phase (Run) introduced more brand-specific use-cases like jeep wave, trails, etc that optimized the brand ownership experience while working on the continuous improvement of the core platform and global features. Finally, the (Fly) phase delivered advanced features leveraging user feedback for iterative improvements and staying ahead in the rapidly evolving automotive space to accommodate both the transition to EV's and Autonomy.

Walk: Core Ownership Experience | Run: Brand Specific features | FLY: (TBD)