After analyzing leading configurators and clarifying the core goals for the Ferrari configurator, I’m now focused on generating ideas to elevate the experience into a next-level, immersive brand platform.

To spark fresh thinking, I’m reframing key challenges as “How Might We” questions that challenge assumptions and push me to rethink the current approach.

Key “How Might We” questions guiding my ideation:

• How might I amplify the emotional thrill of dreaming about a Ferrari, even for users who aren’t ready to buy?
• How might I transform the configurator from a transactional tool into an engaging, ongoing brand platform that appeals to enthusiasts and casual fans alike?
• How might I leverage AI to personalize the experience dynamically, tailoring options and suggestions based on user age, interests, and budget in real time?
• How might I integrate social sharing and gamification features to drive virality and encourage repeat visits?
• How might I break down the configurator flow into smaller, approachable interactions that invite exploration without overwhelming users?
• How might I connect users to a broader product ecosystem, from cars to merchandise, through seamless recommendations?

These questions guide me beyond traditional configurator features, helping me imagine a configurator that inspires, educates, and emotionally connects users at every level of Ferrari fandom — whether they’re ready to buy or just starting to dream.

The ideation phase is generating a wide range of possibilities—from AI-driven personalization modules to gamified challenges and social sharing prompts. The next step is to rapidly sketch and visualize these ideas, to identify which have the strongest potential to deliver value and delight.

Problem statement:

Ferrari’s Fans would like an opportunity to build meaningful, emotional connections with the broader spectrum what they can actually do with the brand.