Global Car Configurator
One configurator. 50 markets. 50 sets of laws, languages, and cultural expectations—unified under a single Scandinavian design language.
Volvo
2017
Global Design Systems, Localization Strategy, Art Direction
Associate UX Strategy & Design Director
Global Design Systems, Localization Strategy, Design Governance, Art Direction, CG Art Direction
Markets deployed
Increase in completed configurations
More test drive requests
Who We Designed For
Car buyers across 50 global markets with vastly different purchasing behaviors and regulatory environments
European Configurators
Detail-oriented buyers in Germany and Scandinavia who customize extensively before dealer visits
Asian Market Buyers
Customers in China and Japan where prestige signaling and mobile-first journeys drive decisions
North American Shoppers
U.S. buyers who prioritize inventory search and dealer negotiation over configuration
The Challenge
Design a single car configurator that works across 50 markets—each with different languages, currencies, legal requirements, and cultural expectations. German buyers configure every option; U.S. buyers search dealer inventory. China requires mobile-first; Scandinavia expects desktop parity. How do you maintain global brand coherence while respecting local reality?
The Approach
We built a modular design system that separates brand elements (untouchable) from localized components (adaptable). The architecture allowed markets to configure pricing displays, legal disclaimers, and purchase flows while preserving Volvo's Scandinavian design language. We created governance frameworks that gave regional teams flexibility within guardrails—and innovated with the first Facebook Canvas configurator for markets where social commerce dominates.
The Outcome
Deployed across 50 markets with consistent brand experience and localized functionality. The system handles 23 languages, multiple regulatory frameworks (GDPR in Europe, different disclosure requirements in Asia), and culturally-appropriate purchase journeys. Completed configurations increased 45%, lead generation rose 29%, and test drive requests jumped 58%—proving that global scale and local relevance aren't mutually exclusive.