Role: Director of UX/UI

As the Director of User Experience at Fisker, my goal was to lead our Digital Product Design team in reshaping our customers' digital journey. Forming the team was just the beginning; I sought out diverse talents, blending expertise in UX design with visionary product perspectives. Guided by a human-centered design philosophy, our focus was on creating a seamless omnichannel experience—from inception to implementation—through collaborative efforts across Sales, Marketing, Service, Deliveries, Social Media, Communications, and vehicle product and engineering teams.

In January 2022, with the relaunch of our website and mobile app, our objective was to visually express the essence of the Fisker brand. We opted for bold geometric sans-serif typography set against a minimalist backdrop, complemented by dynamic photography inspired by California's landscapes and a vibrant color palette. This design approach was crafted to embody our dedication to sustainability, innovation, and exceptional design, aligning our digital presence with the dynamic spirit and visionary leadership of Henrik Fisker.

Our strategy for the customer journey was systematic, designed to captivate users from their initial interest through to ownership. Through ongoing enhancement of the user experience, our goal was to reduce obstacles, ensuring that the path to purchase was both intuitive and enjoyable. A highlight of this effort was our innovative real-time 3D vehicle configurator for the Fisker Ocean, providing customers with a dynamic tool to personalize their future vehicle across various lighting scenarios, strengthening their affinity with the brand.

As our users transitioned into owners, we tailored our digital services to meet their evolving requirements. We launched an ownership portal aimed at streamlining post-purchase interactions, including order tracking, accessing support, and managing services.