Honda
Configurator
Honda
Configurator
Honda
Configurator
Overview
Reinventing the car buying experience for a new generation of drivers.
Buying a car hadn’t fundamentally changed in decades—until Honda Australia decided to rethink the entire journey. As part of a bold market transformation, Honda reduced its dealer network, simplified its model lineup, introduced fixed pricing, and launched a new digital car configurator and customer portal.
Brand
Honda
Agency
Deloitte Digital
Role
Experience Design Lead
Overview
Reinventing the car buying experience for a new generation of drivers.
Buying a car hadn’t fundamentally changed in decades—until Honda Australia decided to rethink the entire journey. As part of a bold market transformation, Honda reduced its dealer network, simplified its model lineup, introduced fixed pricing, and launched a new digital car configurator and customer portal.
Brand
Honda
Agency
Deloitte Digital
Role
Experience Design Lead
Overview
Reinventing the car buying experience for a new generation of drivers.
Buying a car hadn’t fundamentally changed in decades—until Honda Australia decided to rethink the entire journey. As part of a bold market transformation, Honda reduced its dealer network, simplified its model lineup, introduced fixed pricing, and launched a new digital car configurator and customer portal.
Brand
Honda
Agency
Deloitte Digital
Role
Experience Design Lead
Challenge
We didn’t just digitise a sales flow. We helped bring the joy back to buying a car.
Honda was facing declining sales, an overly complex model range, and consumer fatigue with outdated buying experiences. The brief was clear: transform how Australians buy and own a Honda. Our goal was to create a trusted, transparent, and joyful digital experience that supported Honda’s shift to a fixed-price, low-pressure, agency-style model—where every customer gets the same deal, every time.
We set out to transform
Dealer-led negotiations
Transparent fixed pricing
One-size-fits-all journey
Personalised experiences
Complex model range
Simplified options & guided flow
Challenge
We didn’t just digitise a sales flow. We helped bring the joy back to buying a car.
Honda was facing declining sales, an overly complex model range, and consumer fatigue with outdated buying experiences. The brief was clear: transform how Australians buy and own a Honda. Our goal was to create a trusted, transparent, and joyful digital experience that supported Honda’s shift to a fixed-price, low-pressure, agency-style model—where every customer gets the same deal, every time.
We set out to transform
Dealer-led negotiations
Transparent fixed pricing
One-size-fits-all journey
Personalised experiences
Complex model range
Simplified options & guided flow
Challenge
We didn’t just digitise a sales flow. We helped bring the joy back to buying a car.
Honda was facing declining sales, an overly complex model range, and consumer fatigue with outdated buying experiences. The brief was clear: transform how Australians buy and own a Honda. Our goal was to create a trusted, transparent, and joyful digital experience that supported Honda’s shift to a fixed-price, low-pressure, agency-style model—where every customer gets the same deal, every time.
We set out to transform
Dealer-led negotiations
Transparent fixed pricing
One-size-fits-all journey
Personalised experiences
Complex model range
Simplified options & guided flow
Configurator
Configurator
Configurator
PROCESS
As the Experience Design Lead, I worked with a multidisciplinary agile team to shape the end-to-end car buying journey—from digital research to in-dealer experience. We worked in three-week sprints within a highly collaborative agile setup, integrating product owners, engineers, Salesforce architects, and designers from day one.
Design Deliverables
01
End-to-end UX flows
02
Low Fidelity Wireframes
03
Interactive prototypes
04
High-fidelity UI Design
05
Honda Design System
06
User research & insights
PROCESS
As the Experience Design Lead, I worked with a multidisciplinary agile team to shape the end-to-end car buying journey—from digital research to in-dealer experience. We worked in three-week sprints within a highly collaborative agile setup, integrating product owners, engineers, Salesforce architects, and designers from day one.
Design Deliverables
01
End-to-end UX flows
02
Low Fidelity Wireframes
03
Interactive prototypes
04
High-fidelity UI Design
05
Honda Design System
06
User research & insights
PROCESS
As the Experience Design Lead, I worked with a multidisciplinary agile team to shape the end-to-end car buying journey—from digital research to in-dealer experience. We worked in three-week sprints within a highly collaborative agile setup, integrating product owners, engineers, Salesforce architects, and designers from day one.
Design Deliverables
01
End-to-end UX flows
02
Low Fidelity Wireframes
03
Interactive prototypes
04
High-fidelity UI Design
05
Honda Design System
06
User research & insights
User testing & insights
We conducted diary studies and ongoing usability testing with in-market car buyers to uncover their pain points, behaviours, and preferences.
What we learned
Price anxiety was the top friction point
Buyers research online before visiting a dealership
Buyers want simple models, clear specs, and visible pricing
Older buyers welcomed digital tools in the dealership
Dealers were eager to move from selling to consulting
How we responded
Embedded a fixed pricing model—removing haggling
Digital-first journey with test drive booking
Simplified range and guided configuration experience
Showroom iPad tools to continue online sessions in person
Enabled seamless CRM handoff tools to support selling
User testing & insights
We conducted diary studies and ongoing usability testing with in-market car buyers to uncover their pain points, behaviours, and preferences.
What we learned
Price anxiety was the top friction point
Buyers research online before visiting a dealership
Buyers want simple models, clear specs, and visible pricing
Older buyers welcomed digital tools in the dealership
Dealers were eager to move from selling to consulting
How we responded
Embedded a fixed pricing model—removing haggling
Digital-first journey with test drive booking
Simplified range and guided configuration experience
Showroom iPad tools to continue online sessions in person
Enabled seamless CRM handoff tools to support selling
User testing & insights
We conducted diary studies and ongoing usability testing with in-market car buyers to uncover their pain points, behaviours, and preferences.
What we learned
Price anxiety was the top friction point
Buyers research online before visiting a dealership
Buyers want simple models, clear specs, and visible pricing
Older buyers welcomed digital tools in the dealership
Dealers were eager to move from selling to consulting
How we responded
Embedded a fixed pricing model—removing haggling
Digital-first journey with test drive booking
Simplified range and guided configuration experience
Showroom iPad tools to continue online sessions in person
Enabled seamless CRM handoff tools to support selling
THE HUMAN STORY
“We used to sell. Now we guide."
— Honda Centre Dealer
THE HUMAN STORY
“We used to sell. Now we guide."
— Honda Centre Dealer
THE HUMAN STORY
“We used to sell. Now we guide."
— Honda Centre Dealer
customer experience
Honda’s transformation wasn’t just about technology—it was about changing the relationship between customer and brand. We designed with clarity and customer confidence at the core.
Experience Principles
01
Know your price: Every step builds toward transparent, fixed pricing
02
Your Honda, your way: Personalise models easily and save progress
03
No pressure, no surprises: Seamless handoff to Honda Centres
04
Consistent experience: Online, in the dealership, or on iPad
customer experience
Honda’s transformation wasn’t just about technology—it was about changing the relationship between customer and brand. We designed with clarity and customer confidence at the core.
Experience Principles
01
Know your price: Every step builds toward transparent, fixed pricing
02
Your Honda, your way: Personalise models easily and save progress
03
No pressure, no surprises: Seamless handoff to Honda Centres
04
Consistent experience: Online, in the dealership, or on iPad
customer experience
Honda’s transformation wasn’t just about technology—it was about changing the relationship between customer and brand. We designed with clarity and customer confidence at the core.
Experience Principles
01
Know your price: Every step builds toward transparent, fixed pricing
02
Your Honda, your way: Personalise models easily and save progress
03
No pressure, no surprises: Seamless handoff to Honda Centres
04
Consistent experience: Online, in the dealership, or on iPad
results
96%
Customer approval for Honda’s new fixed-price model.
84%
Buyers who now visit only one Honda Centre before purchasing.
87%
Customers who rated their sales experience 9 or 10 out of 10.
100%
Vehicle stock now owned by Honda—no inventory risk for dealers.
360°
Customer view enabled across digital and dealership channels.
17.5k
Vehicles sold in the first full year after launching the agency model.
results
96%
Customer approval for Honda’s new fixed-price model.
84%
Buyers who now visit only one Honda Centre before purchasing.
87%
Customers who rated their sales experience 9 or 10 out of 10.
100%
Vehicle stock now owned by Honda—no inventory risk for dealers.
360°
Customer view enabled across digital and dealership channels.
17.5k
Vehicles sold in the first full year after launching the agency model.
results
96%
Customer approval for Honda’s new fixed-price model.
84%
Buyers who now visit only one Honda Centre before purchasing.
87%
Customers who rated their sales experience 9 or 10 out of 10.
100%
Vehicle stock now owned by Honda—no inventory risk for dealers.
360°
Customer view enabled across digital and dealership channels.
17.5k
Vehicles sold in the first full year after launching the agency model.
