• This project is live and evolving

Online configurators need to evolve from tools into guided, intelligent entry points - active experiences that catch and hold attention, while adapting fluidly to user needs.

“Ferrari Dreambuilder is an unofficial AI-first configuration experience where the interaction is not based on buttons, but on a relationship with an intelligent, multimodal agent. The agent guides, suggests, and adapts — not just based on configuration logic, but on human emotion, style, and intent.”

Benchmark-Based Impact Projections

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Global web traffic share

• Industry Baseline As of mid-2025, traffic from mobile devices consistently surpasses desktop traffic. Mobile accounts for roughly 60% of all web visits, while desktop's share is 40%. → source - StatCounter Global Stats
• Problem Most existing configurators are desktop-only, excluding this dominant mobile audience.
• Strategic Impact The redesigned configurator captures this underserved market by providing a seamless experience on both mobile and desktop. This positions the project to engage a significantly larger user base than competitors. </aside>

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Bounce rate reduction

• Industry Baseline The average mobile bounce rate for complex e-commerce sites is often 50% or more. → source - Similarweb
• Problem A high bounce rate is a primary cause of frustrating user experiences. This includes slow-loading pages and "choice overload.” → source - Contentsquare
• Strategic Impact By leveraging a design that avoids long load times and choice overload, the redesign reduce the bounce rate from an 50% to a projected 30-35%. This represents a significant improvement in user retention and translates to increased engagement. </aside>

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Total conversion rate

• Industry Baseline For a luxury e-commerce site, the desktop conversion rate is typically between 3.5–4.8%, while the mobile conversion rate is often much lower, around 1.5–2.5%. This creates a significant gap between traffic and conversions.
• The Problem Previously, the business was only able to effectively convert the desktop audience, which accounts for just 40% of traffic. The immense mobile audience was a lost opportunity, with a negligible conversion rate.
• Strategic Impact The redesigned configurator unlocks a second, powerful stream of conversions from the mobile audience. This enables the business to capture a blended conversion rate that reflects both streams, dramatically increasing overall revenue.

Total Conversion Rate Calculation Before 4.8% (Desktop) x 40% (Traffic) = 1.92% Total Conversion

After [4.8% (Desktop) x 40% (Traffic)] + [2.9.% (Mobile) x 60% (Traffic)] = 1.92 + 1.74% = 3.66% → source - InbyBob

This shows a potential 90% increase in the total blended conversion rate.

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Cross-Device shopping completion

• Industry Baseline The user journey is rarely linear. Over 60% of digital consumers use multiple devices for a single transaction. Desktop-only design made this journey impossible by default. source → Reuters
• The Problem Most existing configurators are not designed for mobile, making them incompatible with the majority of multi-device shopping behavior.
• Strategic Impact Design decision to go mobile-first enables seamless, fluid sessions that automatically carry a user's progress across devices. This move is projected to significantly improve journey completion by enabling a multi-device user flow that previously didn't exist. </aside>

Technical Feasibility & Implementation

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Build Log: Inside my thinking process

My daily and iterative thought process as I design Ferrari Dreambuilder — from high-level product questions to tiny UX dilemmas. This is where I challenge assumptions, explore AI possibilities, and document what I’m learning in public.

Build Log (FD)

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Clean Build: From Decisions to Design

Here I consolidate and communicate each key decision in a polished, structured format. While my build log captures the messy reality of thinking, this is where I crystallize insights, UX choices, and rationale for each step of the design journey.

Clean Build (FD)

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