Stellantis Lancia
Redesigning Lancia’s digital experience within a scalable multi-brand ecosystem.
ROLE
UX/UI Designer
PROJECT TYPE
TOOLS
Figma
INDUSTRY
Automotive
The project
The project involved rethinking Lancia’s digital ecosystem to create a stronger connection between brand storytelling, product discovery and conversion. The ambition was to create a seamless experience that could support conversion while translating the brand’s principles of timeless elegance, minimalism and attention to detail into digital.
Defining Lancia’s Digital Language
Lancia’s renewed identity was translated into a digital language built around timeless elegance, minimalism and attention to detail.
Typography, colour, spacing, iconography and photography were combined with large-scale imagery and refined editorial compositions, creating an experience closer to premium fashion e-commerce than to a traditional automotive website.
Building a Multi-Brand Framework
In parallel, we built the Stellantis white-label design system to support multiple automotive brands through a shared, scalable framework. By simply swapping libraries, the entire UI could adapt to each brand’s identity without changing the underlying structure. Designed to accommodate different brand identities without rebuilding the experience from scratch.