Ferrari Global Dealership Digital Transformation

Ferrari dealerships are not typical retail environments. They are high-touch, highly personal spaces where brand, heritage and ritual come together to create an exclusive buying experience. As part of a corporate identity refresh, I led the digital transformation of the global showroom sales experience, designing content and interactive systems that supported sensory storytelling during the customer journey. The goal was simple: make technology feel invisible and unobtrusive while elevating the Ferrari purchasing experience.

My Role

  • Led creative direction and experience strategy to determine how interactive technology and digital content could support the Ferrari dealership sales journey

  • Shaped the vision and user experience for an intuitive content control system, transforming a complex AV infrastructure into a seamless storytelling tool

  • Developed content strategies for the unique spaces within the dealerships, combining video, music, lighting and scent to tell the Ferrari brand story

  • Partnered with Ferrari global marketing, dealership development and regional teams to develop a scalable standard across international dealerships

  • Oversaw execution from concept through deployment, aligning creative intent with operational realities across global markets

Approach

  • Conducted discovery sessions with dealership sales associates to understand the sales consultation process

  • Mapped the sales consultation journey to identify key storytelling moments within the dealership where digital tools could enhance the interaction

  • Curated Ferrari’s global image and video assets, creating zone-based storytelling to ensure the right content played in the right moments

  • Developed 3D digital twins of dealership environments to visually model AV hardware, software and content placement, enabling stakeholders to review and refine the system before global deployment

  • Led iterative concept and prototype reviews to refine the usability and presentation flow of the tablet-based control apps

Impact

  • Elevated technology to create premium brand moments through video, music and sensory elements

  • Standardized the dealership brand experience across global markets

  • Reduced friction for sales associates operating complex AV systems

  • The rollout coincided with one of Ferrari’s strongest sales years, reinforcing the importance of a cohesive and high-touch dealership experience

My Responsibilities

  • Creative Direction

  • UX/UI Design

  • Content Strategy

  • Interaction Design

  • Team Leadership

  • Project Management

Solutions Provided

  • UX/UI Design & Development

  • Content Strategy and Content Production

  • Large Format LED, LED Video Walls, Interactive Touch Screens and Tablets

  • Integrated AV, Lighting and Scent Systems

Team Members

  • Corinne Miller - UX/UI Design

  • James Sartelle - Frontend Developer

  • Daniel Utter - 3D Visualizations

  • Seth Woodall - Motion Design

  • All dealership video and photography courtesy of Mood Media and Ferrari

Designing the Dealership Experience

We mapped the end-to-end dealership journey to understand how customers think, feel and make decisions at each stage of the sales process. These insights informed a content strategy tailored to each zone, ensuring digital media enhances key moments without disrupting the experience. We then audited Ferrari’s existing visual assets, curating and adapting content for tailored playlists in each zone.

Content Library App UX and UI Design

The Content Library app serves as the central interface for managing the dealership experience. Designed for speed and simplicity, it allows sales associates to instantly pair the tablet with any screen, select content based on car model or topic and control the environment in real time, supporting a more fluid and engaging sales conversation.

“Our fully digital showroom delivers a unique experience of the Ferrari universe. It is a hub for customers, prospects and enthusiasts to enjoy, but also to appreciate the particularity of every vehicle, to connect and understand the heritage of our brand and to develop relationships.”

— Mervyn Eagles, CEO, Scuderia South Africa

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