This foundation will guide the transition from ideation to prototyping and testing, ensuring the final solution is both innovative and deeply user-centered.

It’s time for the “idea generation” part. I’ve already looked at Tesla, IKEA, Ray-Ban, Ferrari, etc., and I know where Ferrari’s current configurator is falling short. But I need to frame the right questions so I don’t just jump straight into my final idea.

Instead of asking “what should the configurator do,” I’m trying to push it sideways with How Might We prompts. Some first passes:

• HMW make it feel thrilling for someone who can’t buy a Ferrari yet?
• HMW turn it into a platform you’d come back to every week instead of once?
• HMW let AI react live to the person’s budget, tastes, even age?
• HMW make it feel like a game you want to show your friends?
• HMW keep it light so people don’t feel like it’s a long, heavy process?
• HMW connect it to merch without being pushy?

“Stretch” HMWs that might be too weird but could unlock better angles later:

HMW let the configurator tell a story back to the user?

Crazy Eights

Eight super-rough sketches, more to generate variety than beauty: