Honda
Configurator
Honda
Configurator
Honda
Configurator
Overview
Reinventing the car buying experience for a new generation of drivers
Buying a car had not fundamentally changed in decades. Honda Australia used its market transformation as an opportunity to rethink the entire experience. The business reduced its dealer network, simplified the model range, introduced fixed pricing, and shifted to an agency model supported by a new digital configurator and customer portal.
As Experience Design Lead at Deloitte Digital, I led the design of the end-to-end experience, from online research to in-dealer handoff. The goal was to remove pressure, reduce complexity, and rebuild trust by making pricing, choice, and progress completely transparent.
Brand
Honda
Agency
Deloitte Digital
Role
Experience Design Lead
Overview
Reinventing the car buying experience for a new generation of drivers
Buying a car had not fundamentally changed in decades. Honda Australia used its market transformation as an opportunity to rethink the entire experience. The business reduced its dealer network, simplified the model range, introduced fixed pricing, and shifted to an agency model supported by a new digital configurator and customer portal.
As Experience Design Lead at Deloitte Digital, I led the design of the end-to-end experience, from online research to in-dealer handoff. The goal was to remove pressure, reduce complexity, and rebuild trust by making pricing, choice, and progress completely transparent.
Brand
Honda
Agency
Deloitte Digital
Role
Experience Design Lead
Overview
Reinventing the car buying experience for a new generation of drivers
Buying a car had not fundamentally changed in decades. Honda Australia used its market transformation as an opportunity to rethink the entire experience. The business reduced its dealer network, simplified the model range, introduced fixed pricing, and shifted to an agency model supported by a new digital configurator and customer portal.
As Experience Design Lead at Deloitte Digital, I led the design of the end-to-end experience, from online research to in-dealer handoff. The goal was to remove pressure, reduce complexity, and rebuild trust by making pricing, choice, and progress completely transparent.
Brand
Honda
Agency
Deloitte Digital
Role
Experience Design Lead
Challenge
Bring clarity, trust, and confidence back to car buying
Honda was facing declining sales, an overly complex product lineup, and growing customer frustration with traditional dealership experiences. Price anxiety, negotiation fatigue, and inconsistent journeys were eroding confidence in the brand. The challenge was not to simply digitise a sales flow, but to support Honda’s shift to a fixed-price, low-pressure agency model. Every customer would get the same price, every time, supported by a digital experience that worked seamlessly online and in the showroom.
We set out to transform
DEALER-LED NEGOTIATION
FIXED, TRANSPARENT PRICING
ONE-SIZE-FITS-ALL JOURNEY
PERSONALISED CONFIGURATION
COMPLEX MODEL RANGE
SIMPLIFIED, GUIDED OPTIONS
Challenge
Bring clarity, trust, and confidence back to car buying
Honda was facing declining sales, an overly complex product lineup, and growing customer frustration with traditional dealership experiences. Price anxiety, negotiation fatigue, and inconsistent journeys were eroding confidence in the brand. The challenge was not to simply digitise a sales flow, but to support Honda’s shift to a fixed-price, low-pressure agency model. Every customer would get the same price, every time, supported by a digital experience that worked seamlessly online and in the showroom.
We set out to transform
DEALER-LED NEGOTIATION
FIXED, TRANSPARENT PRICING
ONE-SIZE-FITS-ALL JOURNEY
PERSONALISED CONFIGURATION
COMPLEX MODEL RANGE
SIMPLIFIED, GUIDED OPTIONS
Challenge
Bring clarity, trust, and confidence back to car buying
Honda was facing declining sales, an overly complex product lineup, and growing customer frustration with traditional dealership experiences. Price anxiety, negotiation fatigue, and inconsistent journeys were eroding confidence in the brand. The challenge was not to simply digitise a sales flow, but to support Honda’s shift to a fixed-price, low-pressure agency model. Every customer would get the same price, every time, supported by a digital experience that worked seamlessly online and in the showroom.
We set out to transform
DEALER-LED NEGOTIATION
FIXED, TRANSPARENT PRICING
ONE-SIZE-FITS-ALL JOURNEY
PERSONALISED CONFIGURATION
COMPLEX MODEL RANGE
SIMPLIFIED, GUIDED OPTIONS
Configurator
Configurator
Configurator
PROCESS
Designing the full journey, not just the configurator.
I worked closely with a multidisciplinary agile team to shape the entire car buying experience. This included product owners, engineers, Salesforce architects, and designers collaborating from day one.
We worked in three-week sprints, ensuring design stayed ahead of development while remaining grounded in technical constraints and real customer behaviour.
The configurator was designed as a core part of a broader ecosystem, connecting digital research, test drive booking, in-dealer conversations, and CRM systems into a single, consistent experience.
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
Designing the full journey, not just the configurator.
I worked closely with a multidisciplinary agile team to shape the entire car buying experience. This included product owners, engineers, Salesforce architects, and designers collaborating from day one.
We worked in three-week sprints, ensuring design stayed ahead of development while remaining grounded in technical constraints and real customer behaviour.
The configurator was designed as a core part of a broader ecosystem, connecting digital research, test drive booking, in-dealer conversations, and CRM systems into a single, consistent experience.
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
Designing the full journey, not just the configurator.
I worked closely with a multidisciplinary agile team to shape the entire car buying experience. This included product owners, engineers, Salesforce architects, and designers collaborating from day one.
We worked in three-week sprints, ensuring design stayed ahead of development while remaining grounded in technical constraints and real customer behaviour.
The configurator was designed as a core part of a broader ecosystem, connecting digital research, test drive booking, in-dealer conversations, and CRM systems into a single, consistent experience.
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 understand pain points, behaviours, and expectations throughout the buying journey.
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 understand pain points, behaviours, and expectations throughout the buying journey.
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 understand pain points, behaviours, and expectations throughout the buying journey.
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 was about more than technology. It was about changing the relationship between customer and brand. We designed the experience around clarity, confidence, and consistency, ensuring customers always knew where they stood and what came next.
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 was about more than technology. It was about changing the relationship between customer and brand. We designed the experience around clarity, confidence, and consistency, ensuring customers always knew where they stood and what came next.
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 was about more than technology. It was about changing the relationship between customer and brand. We designed the experience around clarity, confidence, and consistency, ensuring customers always knew where they stood and what came next.
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.
