Overview
Lotus is evolving from pure performance to a modern, EV‑led luxury brand. I helped translate that shift into a seamless .COM experience for European markets – reframing product pages around lived experience, guiding users through purchase, and building the foundations of a scalable design system.
My role
I was partnered closely with the UX Lead, copywriter, project manager, development team, CRM team, and multiple stakeholders at Lotus Cars Europe. My focus was the .COM experience; turning brand intent into journey frameworks, page patterns, wireframes, and prototypes, and validating decisions through A/B tests, surveys, moderated and unmoderated user testing. I also contributed to design‑system foundations, and worked inside sprint cadences to keep delivery moving.
I collaborated with a dedicated team on The Lotus Personal Showroom, where my responsibility was to thoroughly test and validate the product prior to launch; covering flows, content accuracy, guardrails, responsiveness and accessibility across a defined device/browser matrix. See: Lotus press — AI-powered Personal Showroom (June 2024)
Challenge
Move Lotus beyond spec‑driven pages to an experience‑led commerce platform that humanises advanced tech, scaling across models and markets, and supporting a guided purchasing journey, while coordinating across time zones, languages, and a fast product roadmap.
Approach
Experience Flow (a living blueprint)
I created and maintained a multi-lane experience flow, mapping the end-to-end journey from first impression to lasting memory, to identify meaningful, measurable moments. It aligned teams around shared phases, user goals, content, systems, KPIs, and cross-channel handoffs, serving as a single source of truth for prioritisation and delivery.
The blueprint captured entry points, key moments, success metrics, risks, opportunities, and dependencies across .COM, CRM, content publishing, and retail, enabling every squad to plan and execute against a unified framework. A single canvas with swimlanes for user goals, tasks, emotions, content modules, CRM triggers, systems, and measurement, layered with opportunity, risk, and priority tags to guide roadmap sequencing and sprint goals.
Principles → Patterns
I translated brand pillars into actionable design principles and reusable page patterns so every touchpoint “feels Lotus.”
Integrated ways of working
Within our sprint cycles, I helped streamline collaboration across UX, UI, copy, publishing, motion, data, CRM, and engineering with the development team, reducing handoff friction.
Design system foundations
Tokens, components, and guidelines to keep multi‑market experiences consistent and faster to ship.
Data‑driven iteration
Tagging relevant data, implementing SEO insights, A/B testing, surveys, and prototype testing informed what we shipped next.
Quality assurance & validation
Moderated, unmoderated, and A/B user testing was used to validate UX and UI decisions, observing real interactions to identify usability issues, visual inconsistencies, and content gaps. Insights from these sessions directly informed design refinements, improving clarity, flow, and overall experience quality ahead of launch. For The Lotus Personal Showroom, we defined and executed a pre-launch QA plan (test scenarios, success criteria, fallback/edge cases) to ensure the AI-assisted experience behaved reliably before go-live.
Execution
Experience‑driven PDPs (Eletre & Emeya)
We reframed vehicle PDPs from feature lists to user‑centred stories using three complementary lenses:
- Explore — Let people choose a seat and surface contextually relevant features from that POV, putting them at the centre of the narrative.
- Drive — Connect driving modes to tangible sensations and benefits, not just controls and specs.
- Life — Make everyday usability explicit (cargo practicality, tech conveniences) so high performance feels liveable.
Combining 3D with real‑world photography/video for context, and replacing raw stats with benefit‑led proof points (“what this means for you”), improving clarity and accessibility.
Flow-to-PDP linkage: The experience flow identified entry points (search/SEO, campaigns, model hub) and moments of truth (e.g., configuration clarity, test-drive intent) which we translated into PDP modules and tracked with KPIs for continuous optimisation.
Guided purchase & ownership
To keep the momentum from consideration to conversion, we designed and optimised the following:
- Reservation, checkout, finance, and test‑drive flows for confidence and completion.
- A customer portal where buyers track order progress, access vehicle info, support, and discover community events.
- Anticipation CRM journeys for pre‑delivery to maintain enthusiasm and strengthen brand affinity.
Across these, we partnered with the development team (NTT China) for implementation, motion, and engineering trade‑offs and optimisations.
Flow-driven orchestration: The map included CRM triggers, publishing timelines, and handoffs to retail/ownership, reducing gaps between PDP → checkout → post-purchase, and clarifying who owns each step.
The Lotus Personal Showroom (collaboration)
I supported the launch of the multi-award-winning Lotus AI-powered Personal Showroom, an on-demand, one-to-one digital tour that pairs natural-language Q&A with high-definition video and AI-generated voiceover/subtitles to tailor explanations to each visitor. My contribution focused on pre-launch testing and validation: running end-to-end scenario checks, verifying factual responses and safety guardrails, and reporting issues for resolution ahead of go-live.
Awards:
- Gold Lovie + People’s Lovie in AI, Web3 & XR – Best Art Direction
- Silver Lovie + People’s Lovie in Websites & Mobile Sites – Best Use of AI & Machine Learning
- Bronze Lovie + People’s Lovie in Apps, Platforms & Software – Best Use of AI or Machine Learning
- Bronze Lovie in Marketing, Advertising & PR – Mobility & Auto
Constraints & trade‑offs
- Time‑to‑market: Around the Eletre launch (Summer 2023), online ordering wasn’t available at first; commerce capabilities were strategically phased in later.
- Legacy content: Significant content updates were required to meet the new experience model, leading to an overhaul of the entire legacy website.
- Distributed delivery: Language and time‑zone barriers with NTT China meant making pragmatic design/functionality trade‑offs, optimisations, and sequencing features to land value early.
- The experience flow helped de-risk cross-team dependencies (content, translation, analytics, CRM) by surfacing blockers early and sequencing releases across markets.
Outcomes
Modern, experience‑led PDPs that increased engagement and time on page, contributed to increased NPS/CSAT sentiment, and supported 2,000+ EU online purchases in the first year post‑Eletre launch, smashing the sales goals set by Lotus, while establishing patterns we’ve since applied to other touchpoints for a more cohesive journey.
+23% engagement rate.
+70% time on page.
2,000+ vehicle purchases in the first 12 months.
Improved NPS (Net Promoter Score) and CSAT (Customer satisfaction score).
Deliverables
• Journey maps
• IA and page frameworks
• Wireframes & interactive prototypes
• PDP templates (Explore/Drive/Life)
• Component specs & content guidance
• Checkout/reservation/test‑drive UX
• Customer‑portal UX
• Design‑system foundations
• Analytics tagging
• SEO/content audit
• Surveys and usability testing
• Experience-flow blueprint (multi-lane canvas with phases, KPIs, risks/opportunities, owners, and handoffs)
• Personal Showroom QA & validation (device/browser coverage, accessibility & guardrails checks)